Kota kinabalu: Sabah continues to record strong growth in arrivals from China, with visitor numbers increasing 25.5 per cent in the first seven months of the year, reinforcing China's position as the state's largest international visitor market. According to BERNAMA News Agency, Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the state recorded 484,699 arrivals from China between January and July 2026, a significant increase from 386,217 arrivals during the same period in 2025. "This strong growth reflects the continued demand for Sabah among Chinese travellers and highlights the importance of strengthening our connectivity with China," he said in a statement today. To further support this growing demand, Xiamen Airlines will resume its direct Xiamen-Kota Kinabalu service on Sept 23, 2026. Together with the existing Fuzhou-Kota Kinabalu route, Sabah will now benefit from seven direct flights per week from Fujian province -- four from Xiamen and three from Fuzhou. "This enhanced con nectivity will make Sabah more accessible to travellers from Fujian and the surrounding regions, while creating greater opportunities for our tourism industry," said Jafry. The minister is currently attending the Sabah B2B Roadshow in Fuzhou, organised in collaboration with the Sabah Chapter of the Malaysia Chinese Tourism Association, Xiamen Airlines and the Sabah Tourism Board. The roadshow brought together key travel agents and industry players from Xiamen and Quanzhou to explore new business collaborations.