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

Sabah has garnered significant attention from Chinese travelers with over 10 million searches on REDnote, China's leading social and lifestyle platform, according to Datuk Jafry Ariffin, Sabah's minister of tourism, culture and environment.

This heightened interest reflects Sabah's strong visibility in the Chinese market, with its iconic sunsets, mountains, and seafood drawing particular fascination.

The minister emphasized the importance of leveraging digital platforms to convert this online interest into physical visits, aligning with the state's strategy for Visit Sabah 2027.

Strengthening air connectivity and engaging strategically with China are key components of Sabah's efforts to enhance its market presence.

KOTA KINABALU, Sept 24 — Sabah has recorded over 10 million searches on REDnote (Xiaohongshu), China’s leading social and lifestyle platform, signalling a massive surge in interest from Chinese travellers, said Datuk Jafry Ariffin

The Sabah minister of tourism, culture and environment disclosed the figures following his visit to the REDnote office in Shanghai yesterday, noting that the high search volume underscores Sabah’s strong visibility in the Chinese market.

“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,” he said.

According to the minister, the platform’s users are most captivated by Sabah’s iconic sunsets, rugged mountains, pristine seas and fresh seafood.

Jafry believes this digital traction presents a prime opportunity to convert online exposure into physical arrivals as the state builds momentum for Visit Sabah 2027.

“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,” he added.

The minister said that digital ecosystems like REDnote are now pivotal in shaping travel decisions, especially for younger, independent travellers who shun traditional tour packages in favour of peer recommendations.

“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,” he said.

The trip to Shanghai is part of a broader strategic engagement in China to tighten industry partnerships and improve market access, ensuring Sabah remains a top-of-mind destination for the region.

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据沙巴州旅游、文化和环境部长拿督贾夫里·阿里芬称，沙巴已引起中国游客的极大关注，在中国领先的社交和生活方式平台红笔记上的搜索量超过 1000 万次。

这种日益高涨的兴趣反映了沙巴在中国市场上的强大知名度，其标志性的日落、山脉和海鲜尤其令人着迷。

部长强调了利用数字平台将这种线上兴趣转化为实际到访的重要性，这与沙巴州2027年旅游推广战略相一致。

加强航空连通性并与中国进行战略合作是沙巴提升其市场地位的关键举措。

哥打基纳巴卢，9月24日讯——沙巴州旅游局局长拿督贾夫里·阿里芬表示，沙巴在小红书（中国领先的社交生活平台）上的搜索量已超过1000万次，这表明中国游客对沙巴的兴趣大幅增长。

沙巴州旅游、文化和环境部长昨天在访问上海REDnote办公室后公布了这些数据，并指出高搜索量凸显了沙巴在中国市场的强大知名度。

“这对沙巴来说是一个非常令人鼓舞的迹象。人们已经表现出了兴趣，我们现在的重点是将这种兴趣转化为实际的访问，”他说。

据部长称，该平台的用户最感兴趣的是沙巴标志性的日落、崎岖的山脉、原始的海洋和新鲜的海鲜。

Jafry 认为，随着沙巴州为 2027 年沙巴旅游年积蓄力量，这种数字化发展为将线上曝光转化为实际到访量提供了一个绝佳的机会。

“我们希望更多中国游客亲身体验沙巴，从我们壮观的日落和京那巴鲁山到我们的岛屿、新鲜的海鲜、野生动物和多元的文化，”他补充道。

部长表示，像 REDnote 这样的数字生态系统现在对旅行决策起着至关重要的作用，尤其是对于年轻的独立旅行者而言，他们更倾向于听取同伴的推荐，而不是选择传统的旅游套餐。

“中国仍然是沙巴重要的旅游市场。随着我们加强航空连通性，我们的目的地营销也必须通过游客用来发现和规划假期的平台来触达他们，”他说道。

此次上海之行是沙巴在中国开展更广泛战略合作的一部分，旨在加强行业伙伴关系，改善市场准入，确保沙巴继续成为该地区首选的旅游目的地。

马西迪相信，尽管巴拉巴克海峡局势令人担忧，布城仍能确保沙巴边境安全。

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