Sabah’s Tourism Advocate Bringing Jiangxi & Fujian Closer to Local Travellers
KOTA KINABALU: A growing effort to connect Sabah travellers with new international destinations is gaining momentum, thanks to passionate individuals within the local tourism industry.
Among them is Connie Chong, a tourism professional actively promoting cultural travel experiences to China, particularly to the provinces of Jiangxi and Fujian.
Recently featured in local media, Connie has been involved in sharing sessions aimed at introducing Sabahans to lesser-known destinations in China — focusing on culture, cuisine, and immersive travel experiences.
Bridging Sabah and China Through Tourism
The initiative comes at a time when travel patterns between China and Sabah are evolving. While Sabah continues to welcome a steady number of Chinese tourists, outbound travel from Sabah to China remains relatively untapped.
Through collaborations with tourism partners, Connie is helping to bridge this gap by creating awareness and opportunities for Sabah travellers to explore new regions.
Her efforts include:
- Organising tourism sharing sessions in Kota Kinabalu
- Promoting curated travel packages with cultural depth
- Highlighting unique destinations beyond mainstream cities
A Focus on Meaningful Travel
Rather than fast-paced itineraries, the promoted travel experiences emphasise relaxed and meaningful journeys, suitable especially for travellers who prefer comfort and cultural enrichment.
Destinations such as:
- Wangxian Valley in Jiangxi, known for its stunning cliffside scenery
- Jingdezhen, the historic porcelain capital of China
- Fuzhou, rich in heritage and local cuisine
are positioned as key highlights of the programme.
Expanding Travel Horizons for Sabahans
With direct flight connectivity from Kota Kinabalu and access to China’s efficient high-speed rail network, travel to these regions is becoming increasingly accessible.
Connie believes that exposing Sabah travellers to destinations like Jiangxi and Fujian will not only diversify travel choices but also deepen cultural appreciation and exchange.
Supporting Local Tourism Voices
As Sabah continues to grow as both a destination and a travel hub, individuals like Connie play an important role in shaping new travel narratives for the local community.
Her work reflects a broader movement — one where Sabahans are not just welcoming the world, but also exploring it in new and meaningful ways.
