Chamber views China as long-term growth partner
Published on: Fri, Jul 04, 2025 Text Size: Kota Kinabalu: The Malaysian Chamber of Commerce and Industry (MCCC) Sabah is positioning China as a cornerstone of the State's tourism transformation, viewing the country not merely as Sabah's largest international tourist source but as a long-term strategic partner for sustainable growth. The Chamber aims to strengthen collaboration with major Chinese digital platforms including Xiaohongshu (RED), Douyin and Ctrip, while working to improve direct flight connectivity, streamline visa processes, and enhance payment integration systems.
Advertisement Beyond tourism infrastructure, Sabah MCCC is advocating for expanded cultural, educational and youth exchanges between Malaysia and China to build more resilient bilateral relationships. 'With regard to the China market, the Sabah MCCC views China not only as Sabah's largest international source of tourists but also as a long-term strategic partner,' said Sabah MCCC Women Entrepreneurs Committee Secretary Patricia Ngan (pic) in a statement, here, Saturday. The initiative comes in response to Chief Minister Datuk Seri Hajiji Noor's recent tourism vision announcement, which Sabah MCCC believes presents an opportunity to double or triple tourist arrivals in the coming years through strategic innovation and targeted promotion. 'Tourism is not only about destinations, but also about livelihoods, innovation, and cross-border cooperation,' Patricia said pointing out the sector's potential to drive rural empowerment and economic diversification. The Chamber has outlined five strategic directions for Sabah's tourism development, starting with the creation of a distinctive Sabah brand that showcases the state's cultural and ecological uniqueness through events such as eco-cultural festivals, indigenous craft exhibitions and music seasons. Central to their approach is ecological investment and rural development, positioning tourism as an engine for rural regeneration rather than concentrating resources solely in urban centres or established hotspots. The strategy includes supporting community-based tourism projects, youth entrepreneurship initiatives and green financing tools to transform traditional agriculture and fisheries into agro-tourism and marine-tourism experiences. 'Rather than concentrating resources in cities or popular tourist hotspots, attention should shift to rural communities,' Patricia said, advocating for tourism that enables rural-urban symbiosis and intergenerational equity. To enhance governance, Sabah MCCC proposes establishing a tripartite mechanism between government, enterprises and local communities, including the creation of a Tourism Revenue Fund to channel tourism earnings back into infrastructure and social development. The digital transformation component focuses on leveraging technology to create emotionally resonant travel experiences through short videos, AR/VR applications and bilingual content platforms targeting international markets, particularly China. The Chamber encourages Gen Z content creators to tell Sabah's story through authentic, youthful voices. 'Project planning should incorporate return-on-investment timelines, cash flow models, community participation and risk-sharing mechanisms,' she said, noting that effective projects must move people, make sense, and leave a lasting impression. The Chamber places particular emphasis on empowering women and local communities in tourism transformation. 'We in the Women Entrepreneurs Committee will continue supporting rural women through skill development, digital marketing training and financing opportunities, encouraging their participation in policymaking and industry leadership roles,' she said. Looking ahead, Sabah MCCC plans to host Malaysia-China bilateral tourism investment roundtables, cultural exchange visits and youth entrepreneurship matching programs. The initiative will invite Chinese tourism stakeholders, media representatives and content creators to experience Sabah firsthand, building confidence for long-term collaboration and attracting small and medium-sized enterprises to establish operations in the state. 'The destination of Sabah tourism is not just sightseeing, but shared prosperity. The meaning of tourism is not merely to view landscapes, but to shape the future,' she said. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available.
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