Sabah Travel Agents Forge Stronger Ties with Hainan Tourism Industry

Azlan and Yu (centre, in suits) with the Matta Sabah delegation and Hainan travel agents after the meeting at the Hainan TIDE Group building.

26 January 2026

Haikou, China: The Malaysian Association of Tour and Travel Agents (Matta) Sabah Chapter has embarked on a familiarisation trip to Hainan province, China, to strengthen tourism ties and foster long-term collaboration between the two regions.

Its Chairman, Mohd Azlan Saleh Abd Salam, said the initiative aims to enhance cooperation in agro-tourism, sustainable farming, and rural economic development, areas where Sabah and Hainan share common strengths.

Azlan made the remarks during the Sabah–Hainan tourism industry exchange and sharing conference themed “Beautiful China: Chasing Dreams in Southeast Asia”, held at the Hainan TIDE Group building.

The event was part of a five-day visit from 21 to 25 January, involving 30 travel agents from Sabah, who explored tourism products and attractions in Haikou and Sanya.

“Sabah and Hainan share many similarities, including vibrant urban centres, a strong agricultural base, and a growing tourism sector that emphasises sustainability and community involvement,” Azlan noted.

He added that the delegation hopes to learn from Hainan’s best practices in modern farming, technology adoption, and integrated agro-tourism models that could be adapted for Sabah. The visit also aims to lay the groundwork for long-term partnerships among tourism operators, farmers, investors, and policymakers from both sides.

“Collaboration across sectors is essential in building a resilient and future-ready tourism industry, particularly in rural and agro-based tourism,” he said.

Azlan expressed appreciation to the organisers and hosts for their hospitality, highlighting that the programme provided a valuable platform for knowledge exchange, networking, and relationship-building.

Sabah Tourism Board (STB) Chief Executive Officer Julinus Jeffrey Jimit, who addressed the meeting via pre-recorded video, said the board supports efforts to strengthen tourism cooperation between Sabah and Hainan. He commended Matta Sabah’s initiative in facilitating direct engagement between industry players, noting that such collaborations are crucial for product development, market access, and joint promotions.

“Sabah welcomes closer cooperation with Hainan tourism partners in promoting the state as a nature-based and culturally rich destination,” Julinus added. He emphasised that enhanced collaboration among industry players would generate new tourism opportunities and strengthen mutual understanding between Sabah and Hainan.

Meanwhile, Hainan Taide Tourism Investment Group Co Ltd President Yu Hui expressed keen interest in deepening cross-border tourism collaboration with Sabah, citing the complementary nature of the two destinations.

“Sabah’s rainforest landscapes and eco-tourism appeal complement Hainan’s coastal attractions and resort offerings,” he said. Yu noted that Hainan is advancing the development of the Hainan Free Trade Port and positioning itself as an international tourism consumption hub, offering products such as duty-free shopping, healthcare and wellness tourism, cruises and yacht experiences, aerospace tourism, as well as Li and Miao ethnic cultural attractions.

“In comparison, Sabah is internationally recognised for its eco-tourism assets, world-class diving sites, and multicultural heritage, making collaboration between the two destinations highly promising,” he added.

Yu said the group looks forward to working with Matta Sabah to develop multi-stop travel itineraries that allow visitors to experience both destinations in a single journey, creating a China–Malaysia cross-border tourism corridor. He also highlighted the group’s comprehensive tourism operations, including local tour services, tour guide management, outbound travel, and online platform operations.

Its subsidiary, Hainan Nanyang International Travel, leverages Southeast Asian routes and charter flight capabilities to facilitate inbound and outbound tourism, enabling two-way tourist flows and resource integration.

Yu added that the group hopes to establish a long-term cooperation mechanism with Matta Sabah through regular exchanges, data sharing, and joint promotions. He also encouraged greater participation from Hainan tourism enterprises to build an open and mutually beneficial tourism ecosystem.

Representatives from Hainan’s travel sector, including Hainan Ronghui International Travel Agency general manager Ji Ping and Hainan Nanyang International Travel Agency assistant general manager Wang Jinglei, attended the meeting. Sabah Tourism Board Board Member Lawrence Chin and Funholiday Managing Director Connie Chong were also present.