Move part of efforts to boost tourism activities and P2P exchanges between Sabah and China for VM2026
KUALA LUMPUR: In recognising China as one of Malaysia’s key source markets, Tourism Malaysia has relaunched its Spring Airlines flights from Shanghai to Kota Kinabalu.
Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said the relaunch of the direct daily service is not only to facilitate leisure travel but also to strengthen tourism activities, promotions and people-to-people exchanges between Sabah and China, especially for Visit Malaysia 2026 (VM2026).
“Enhanced air connectivity to the country is a primary driver of success and growth of VM 2026. This direct daily service serves a crucial role as China remains one of Malaysia’s major source markets. Last year, we recorded visitor arrivals of close to 4.7 million, which represents a 25.1% year-on-year increase.
“Aligned with the objectives of VM2026, the resumption of this route represents a strategic step in boosting inbound arrivals and reinforcing Malaysia’s position as a preferred destination for Chinese travellers,” he said.
“Through continued cooperation with industry partners such as Spring Airlines, Malaysia is well-positioned to increase international visitor numbers and achieve the ambitious targets set under VM2026.
Mohd Amirul Rizal said the Spring Airlines flights are expected to significantly strengthen air connectivity between Malaysia and Shanghai, one of China’s major economic hubs.
“This daily direct service marks an important milestone in enhancing international access to Sabah and is expected to further stimulate visitor arrivals from China to the Land Below the Wind.
“This air link serves as a direct bridge for discovery between Malaysia and one of China’s most vital economic zones, and aligns with Malaysia’s strategic efforts to attract more Chinese visitors, particularly following the implementation of visa-free entry for Chinese citizens.”
Spring Airlines Flight 9C8593 arrived at the Kota Kinabalu International Airport at 1.30am on Jan 28 and was welcomed by Tourism Malaysia official Haryanty Abu Bakar and representatives from Spring Airlines, Sabah Tourism Board and Malaysia Airports Holdings Berhad.
Mohd Amirul Rizal said: “Supported by direct flights from major cities such as Shanghai, the city of Kota Kinabalu offers an accessible and time-efficient option for short holidays and family travel.
“As the gateway to Mount Kinabalu and several Unesco-recognised sites, Sabah presents immersive nature-based experiences ranging from lush rainforests to vibrant coral reefs, appealing strongly to China’s growing eco-tourism and adventure travel segments.”
He also pointed out that the Tunku Abdul Rahman Marine Park further enhances Sabah’s appeal, offering snorkelling and diving experiences that are particularly popular among young, social media-savvy travellers.
“This accessibility is reinforced by Sabah’s expanding network of direct international air services, which will play an important part to further promote the state’s tourism offerings.”
Tourism Malaysia said at present, Sabah enjoys direct scheduled flights from several Chinese cities, including Shanghai, Guangzhou, Hong Kong, Shenzhen, Hangzhou, Wuhan, Beijing, Kunming, Ningbo, Fuzhou and Shantou.
As of January this year, Malaysia enjoys good accessibility from China, with approximately 730 weekly flights, offering a total capacity of 144,333 seats and direct connections from 31 cities across China.
Tourism Malaysia also said on Wednesday that the first direct air link from Hefei to Kuala Lumpur was launched.
“Operating three times weekly on Mondays, Wednesdays and Fridays, the route offers enhanced connectivity and convenient travel options for passengers from Eastern China.
“This new service connecting Hefei and Malaysia forms part of China Eastern Airlines’ strategic expansion of its international network.
“The introduction of this route further enhances Malaysia–China air connectivity, in line with the VM2026 campaign,” it said.
