Datuk Lee Chong Wei appointed as Sabah’s new tourism ambassador

27 Oct 2021

By Wartawan Nabalu News

KOTA KINABALU: Former world badminton champion, Datuk Lee Chong Wei has been appointed as Sabah Tourism Ambassador and will begin his role with immediate effect until December next year.

Lee, who was thankful for the opportunity, said he is excited to explore the state further over the next two years.

“As I travel and see more of Sabah, I wish to bring more people here; I know it's already well-known.

“Everyone already knows about Sabah when I go to competitions in China and Taiwan, but I wish to convey more stories and specifics as I see more of it with my family," he told Malay Mail at a special luncheon here, today.

It was learned that he and his family will be guided by the Sabah Tourism Board (STB) to explore the state and experience all its iconic tourism attraction for him to share with his fans.

Sabah Tourism, Culture and Environment Minister Datuk Jafry Arifin reasoned that the appointment was due to Lee’s global reputation as a renowned badminton player and that he has fans around the globe, especially in the Asean region, Apac, China, Japan, South Korea, Denmark and the UK.

“All the countries are a part of Sabah’s traditional market and are major contributors to tourism arrivals to Sabah pre Covid-19.

“Lee’s role as tourism ambassador will not only aid in Sabah’s recovery from Covid-19 outbreak but will also help the state’s tourism economy reach new heights in the coming two years,” he said.

He also stated that the state is considering establishing a Datuk Lee Chong Wei badminton academy in Sabah to aid the state's sporting and tourism industries.