Batik Air accords Sabahan Travellers direct access to Zhangjiajie

27 March 2025

HUNAN: China, particularly Hunan province, has experienced remarkable economic growth, significantly enhancing the quality of life for its citizens, many of whom aspire to travel abroad.

“Hunan, being a mountainous region, provides limited opportunities for its residents to experience the sea,” explained Liu Yi, Proprietor of Hunan Zhangjiajie Yuejing International Travel (YJLXS), during an interview to mark the launch of the inaugural charter direct flight service between Zhangjiajie and Kota Kinabalu.

“Conversely, residents of places like Sabah and Sarawak may have never had the chance to witness the stunning mountain landscapes of Zhangjiajie,” he added.

Starting from March and continuing until December 26, 2025, the Batik Air flight will operate once weekly, departing every Friday at 7:15 p.m. and returning at 12:30 a.m. on Saturday. The journey takes approximately 4 hours and 15 minutes.

Liu expressed optimism about attracting at least 3,000 visitors from China to Sabah through this new charter flight service.

“I have been managing the Malaysian market for many years, and I might be more familiar with certain parts of Malaysia than some locals,” Liu noted, referencing a dinner he hosted for a group of 29 travel agents and media representatives from Sabah.

“The ultimate goal of these charter flights is to facilitate smoother exchanges between tourists from both countries. We want to showcase the beauty of Zhangjiajie to Malaysian travellers and invite them to visit, while also bringing more residents of Hunan to Sabah.

“In essence, we are building an aerial bridge to foster closer ties. This is our heartfelt aspiration,” Liu said.

He mentioned that Hunan has a population of nearly 70 million and he believes once this route is established, more tourists will follow.

“Our province is mostly mountainous, and many of our residents have never seen a beautiful seaside destination like Sabah. This makes Sabah’s islands particularly enticing for Hunan tourists,” Liu remarked.

Prior to this charter service being introduced, there were no direct flights available.

“Travellers faced a few options; one involved flying from Kota Kinabalu to Guangzhou, followed by a connecting flight or a six-hour high-speed train journey to Zhangjiajie. Another route required flying from Kota Kinabalu to Wuhan, then taking a bus to Zhangjiajie, taking at least eight hours.

“The lack of direct flights made travel inconvenient for both Malaysians and Chinese tourists. This is precisely why we launched this charter service—to bridge this gap,” Liu explained.

Years ago, they had operated flights from Changsha to Kota Kinabalu; however, the three-year pandemic disrupted their tourism operations. Now, with China’s economy on the mend, people have more disposable income and a strong desire to travel.

“A trip to Sabah costs around 6,000 to 7,000 RMB, making it an affordable holiday option for many families. Additionally, the travel time is short—only four to five hours.

“I ideally want a balanced passenger ratio of 50:50 between Hunan and Sabah travellers,” said Liu, who has visited Kota Kinabalu numerous times.

Regarding the development of Kota Kinabalu’s tourism industry, he emphasised that convenience and affordability are key factors for growth.

“If flights are readily available and reasonably priced, tourists will come. In China, despite having a long coastline, inland provinces like Hunan, Hubei, and even Shandong and Beijing lack direct access to the sea,” he noted.

“Kota Kinabalu and nearby destinations like Semporna have an excellent reputation among Chinese travellers.”