Direct Hainan–Sabah Flights Open New Gateway for Chinese Tourists to Kota Kinabalu

Guan (fourth from left), Connie (sixth from left) and Wang (third from left) with Sabah travel agents after the presentation of appreciation certificates.

30 December 2025

HAIKOU, China: Chinese travellers can now fly directly to Kota Kinabalu following the successful launch of a new direct air route linking Sabah with China’s Hainan province.

Hainan Nanyang International Travel Service general manager Guan Xuehei said an estimated 500 to 600 Chinese tourists are expected to travel to Sabah during the three-month period from December to March, in conjunction with preparations for Visit Malaysia 2026.

“We plan to operate a total of 15 charter flights, with around five to six flights per month. Each aircraft has a seating capacity of 186 seats, using Firefly’s Boeing 737-800. Overall passenger capacity is just under 3,000 seats,” he said during a dinner reception hosted for Sabah travel agents here.

Haikou Old Street

Guan added that many Chinese passengers travelled to Sabah on the inaugural flight on December 24.

“We actively support two-way development to promote both tourism and trade, as Hainan is an open island,” he said.

Often referred to as China’s “migratory bird island”, Hainan attracts visitors from across the country during winter as they seek to escape colder climates. Guan noted that winter is the best season in Hainan, with its pleasant and comfortable weather, and that launching the route during this period would also help draw Malaysian tourists to China.

He pointed out that Sabah has a sizeable overseas Hainanese community, while Hainan itself is widely recognised as a province with a strong overseas Chinese heritage.

“This route offers a faster and more convenient option for home visits and family reunions, significantly reducing travel time compared with transit flights,” he said.

Among Hainan’s attractions are its coastal and mountainous landscapes, ethnic minority cultures such as those of the Li and Miao communities, renowned landmarks including the Nanshan Sea Goddess of Mercy statue, and modern developments under the International Tourism Island initiative launched 15 years ago.

Iconic projects include Atlantis Sanya — the third Atlantis resort in the world after Dubai and the Bahamas — as well as Ocean Flower Island, a large-scale integrated tourism development with investments exceeding RMB160 billion.

Beyond tourism, Guan said the new route also supports business exchanges. With the recent sealing of the Hainan Free Trade Port, there is growing interest among Malaysian companies in learning more about Hainan’s policies, exploring opportunities and conducting site visits.

“Many Malaysian enterprises are already engaging with Chinese chambers of commerce and business associations here.

“This route will facilitate policy promotion, business matching and two-way commercial interaction, helping to stimulate economic exchanges following the Free Trade Port’s implementation,” he said.

Funholiday Tours and Travel managing director Connie Chong said the flight time between Sabah and Hainan is only about three hours, making travel highly convenient.

She noted that Hainan is a large and modern urban region with diverse characteristics, which many people mistakenly perceive as rural or similar to Sabah simply because it is an island destination.

Also present were Guan’s assistant Wang Jinglei and Sabah travel agents from Exotic Asian Explorer, First Choice, Fine Vacation, Golden Borneo and Guang Ming. They were presented with appreciation certificates as Hainan tourism promotion ambassadors to encourage mutual development and long-standing friendly tie