Sabah sees 10 million searches on Xiaohongshu as China tourism interest surges

KOTA KINABALU, September 24 — Sabah has witnessed a remarkable surge in online interest from Chinese travelers, as the state has recorded more than 10 million searches on Xiaohongshu, China’s top social and lifestyle platform. Datuk Jafry Ariffin, the Sabah Minister of Tourism, Culture, and Environment, revealed these figures following his visit to the REDnote office in Shanghai.

Jafry commented, “This is a very encouraging indication for Sabah. The interest is already there, and our focus now is to turn that interest into actual visits.”

According to the minister, visitors are particularly drawn to Sabah’s stunning sunsets, majestic mountains, pristine seas, and fresh seafood. Jafry believes that the platform’s traction provides a prime opportunity to convert this online engagement into physical visits as Sabah prepares to kick off its ambitious Visit Sabah 2027 campaign.

He added, “We want more Chinese travellers to experience Sabah for themselves, from our spectacular sunsets and Mount Kinabalu to our islands, fresh seafood, wildlife, and diverse cultures.”

The minister emphasized that digital ecosystems like REDnote are now crucial in shaping travel decisions, especially among younger, independent travelers who prefer peer recommendations over traditional tour packages. He stated, “China remains an important tourism market for Sabah. As we strengthen air connectivity, our destination marketing must also reach travellers through the platforms they use to discover and plan their holidays.”

Jafry’s trip to Shanghai is part of a larger strategic effort to enhance industry partnerships and improve market access in China, ensuring that Sabah remains a top-of-mind destination for travelers in the region.