KOTA KINABALU: The appointment of badminton legend Datuk Lee Chong Wei as an ambassador for Sabah tourism is seen as a significant step forward to boost the industry.
Sabah Tourism Board chief executive officer Noredah Othman said she believes Lee's reputation as a respected social and global influencer would help spark curiosity as well as interest about the many attractions of Sabah among his followers, especially from China.
China is Sabah's top market source and the Sabah Tourism Board is continuing its promotional efforts to entice Chinese tourists to the state, especially post-pandemic.
"Except for costs incurred for logistical arrangements when he visits places of interest for promotional purposes, Lee's appointment as tourism ambassador comes with no fee.
"We are thankful and fortunate that the former World No. 1 badminton player has kindly agreed to be our tourism ambassador and for us to ride on his global popularity to draw more visitors to Sabah," she said in a statement.
Noredah said the board looks forward to collaborating with the Penang-born Lee to experience Sabah destinations, lifestyle, and culture as a non-local domestic visitor.
As for the views of several quarters who have voiced out disapproval over his appointment, she said the board acknowledged them.
"We at the Sabah Tourism Board appreciate our local talents and have always engaged with local influencers to promote Sabah tourism both domestically and globally.
"In the past, the Sabah Tourism, Culture, and Environment Ministry had appointed Sabah-born Malaysian professional golfer Ben Leong as our golfing ambassador. That was at the height of our promotions to encourage more golfers to Sabah.
"Similarly, the ministry had also engaged with renowned Malaysian singer and Kota Belud-born artiste Gary Chaw as a tourism ambassador to promote Sabah to his fans in China."