Sabah strengthens partnership with China Southern Airlines to boost European arrivals

8 March 2026

KOTA KINABALU: Sabah Tourism Board (STB) is stepping up efforts to expand its reach in the European market through stronger air connectivity following a strategic engagement with China Southern Airlines.

Sabah Tourism Board (STB) Chief Executive Officer Julinus Jeffery Jimit recently held a strategic meeting with representatives from China Southern Airlines in Paris, France to explore opportunities to leverage the airline’s extensive global network to better connect European travellers with Sabah.

In a statement today, STB said the discussion focused on enhancing accessibility to Sabah for long-haul travellers from Europe by capitalising on the airline’s international route network.

“The European market recorded an impressive 22.3 per cent growth in 2025, driven by strong demand from the United Kingdom and Ireland, Germany, France, Italy and Spain, reflecting rising confidence among European travellers in Sabah as a tourism destination,” it said.

STB said the positive momentum also signals a solid recovery in long-haul travel while highlighting growing European interest in specialised tourism segments such as birdwatching, wildlife photography tours and diving, experiences closely associated with Sabah’s renowned natural environment.

Currently, China Southern Airlines operates 12 weekly direct flights between Guangzhou and Kota Kinabalu, serving as an important gateway for international visitors connecting from Europe and other regions.

STB noted that strengthening cooperation with the airline would further enhance Sabah’s accessibility and position the state as a compelling destination for European travellers seeking nature-based and cultural experiences.