Hong Kong Personality Hugo Wong Partners with MCTA Sabah to Promote Responsible Rural Tourism

5 March 2026

KOTA KINABALU: The Malaysian Chinese Tourism Association (MCTA) Sabah Chapter has signed a Memorandum of Understanding (MoU) with Hong Kong personality Hugo Wong, officially appointing him as its Strategic Partner for Corporate Social Responsibility (CSR).

This collaboration supports the national Visit Malaysia 2026 campaign and Sabah’s preparations for Visit Sabah 2027, with a focus on promoting responsible tourism practices, strengthening Community-Based Tourism (CoBT), increasing the visibility of rural and cultural tourism, and advancing industry-led CSR initiatives.

Assistant Minister to the Chief Minister and Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai, who attended the signing ceremony on Thursday, welcomed the initiative as a positive example of industry leadership.

“At STB, we have always emphasised that tourism should be driven by the private sector, with the government providing support and enabling frameworks,” he said.

Present at the event were MCTA Vice President Lawrence Wong, MCTA Sabah Chapter Chairman Vincent Sia, Kota Kinabalu Chinese Chamber of Commerce and Industry President Datuk Michael Lui, and STB Senior Deputy Chief Executive Officer Tay Shu Lan.

Joniston added that initiatives such as this demonstrate how industry associations can take proactive steps to strengthen the tourism ecosystem while aligning with broader state and national aspirations.

“Our role as the state government is to provide policy support, coordination, and platforms that allow industry players and communities to flourish. When associations step forward to lead, it benefits the entire ecosystem,” he explained.

He noted that as Sabah approaches Visit Sabah 2027, efforts that spotlight rural destinations and empower grassroots operators are particularly timely.

Wong’s first official engagement under this partnership will be his participation in the Tenom and Keningau CoBT programme from 6 to 8 March 2026, which will include engagement sessions with local operators and grassroots tourism stakeholders to better understand rural tourism and community-led initiatives.

“I am honoured to be appointed as MCTA’s CSR Strategic Partner and look forward to exploring Sabah’s unique beauty, starting with visits to Keningau, Tenom, Kudat, and Sandakan.

“I hope to experience the distinct people, traditions, and cultural heritage of each destination, while contributing to MCTA’s efforts in strengthening and advancing the association’s initiatives,” Wong stated.

Meanwhile, Vincent said the partnership reflects the association’s commitment to supporting grassroots tourism development.

“We are excited to work with Hugo Wong as our CSR Strategic Partner. Through this collaboration, MCTA Sabah aims to reinforce community-based tourism, showcase Sabah’s rich cultural and rural experiences, and foster closer ties between the tourism industry and local communities.

“We believe this partnership will support Visit Malaysia 2026 and Visit Sabah 2027, bringing benefits to both the industry and the people of Sabah,” he added.

In Tenom, Wong’s visit is expected to include stops at the Murut Cultural Centre, Sabah Agriculture Park, Naluyan Jungle Lodge Resort, Yit Foh Coffee Factory and Park, Tenom Yun Lee Baru, Baxter Farm, Tenom Tropical Fruits Farm, Tong Fah Coffee Factory, Padas Farmstay Tenom, Fatt Choi Coffee Cabin, and the district Tourism Information Centre.

The Keningau programme is anticipated to feature visits to Chin’s Orchard, Eco Yap Farm, Taman Pelancongan Apin-Apin Keningau, Yun Fook Farm, and Sigapon Durian Farm.