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

KOTA KINABALU, September 24 — Sabah’s tourism chief, Datuk Jafry Ariffin, has revealed that over 10 million searches have been recorded on REDnote, China’s leading social and lifestyle platform, indicating a substantial increase in interest from Chinese travellers, following his visit to REDnote’s office in Shanghai. The minister emphasized that this surge in online searches highlights Sabah’s prominent presence in the Chinese market, signalling an opportunity to convert this digital interest into tangible visits.

According to Jafry, the platform’s users are particularly drawn to Sabah’s picturesque sunsets, majestic mountains, pristine seas, and fresh seafood. He believes that this digital traction presents an ideal opportunity to transform this online engagement into physical tourism as the state gears up for Visit Sabah 2027. "We want more Chinese travellers to experience Sabah firsthand, from our stunning sunsets and Mount Kinabalu to our islands, fresh seafood, wildlife, and diverse cultures," he added.

Jafry stressed that digital ecosystems such as REDnote are now crucial in influencing travel decisions, especially among younger, independent travellers who prefer peer recommendations over traditional tour packages. He highlighted that as China remains a significant tourism market for Sabah, strengthening air connectivity must be accompanied by an intensified digital marketing strategy to reach these travellers effectively.

The visit to Shanghai is part of a wider strategic effort to build partnerships and enhance market access within China, ensuring that Sabah remains a top-of-mind destination for the region.