Kota Kinabalu: The Malaysian Chinese Tourism Association (MCTA) Sabah Chapter has appointed Hong Kong personality Hugo Wong as its Corporate Social Responsibility Strategic Partner.
This followed the signing of a Memorandum of Understanding that ties into both the national Visit Malaysia 2026 campaign and the State’s own Visit Sabah 2027 preparations.
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The signing ceremony, held Thursday, was witnessed by Assistant Minister to the Chief Minister cum Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai, who described the move as a model for industry-led tourism development.
“At the STB, we have always emphasised that tourism should be privately driven, with the government playing a supportive and enabling role,” Joniston said, adding that the State’s role is to provide policy support, coordination and platforms that allow industry players and communities to thrive.
With Visit Sabah 2027 on the horizon, Joniston said initiatives spotlighting rural destinations and grassroots operators were particularly well-timed.
“When associations step forward to lead, they strengthens the entire ecosystem,” he said.
Under the partnership, Wong is expected to conduct engagement sessions with local operators and grassroots tourism stakeholders across several interior and coastal districts.
Planned visits include Keningau, Tenom, Kudat and Sandakan, with itineraries covering cultural sites, agro-tourism operations and heritage attractions.
In Tenom, the programme is set to include the Murut Cultural Centre, Sabah Agriculture Park, Naluyan Jungle Lodge Resort, the Yit Foh and Tong Fah coffee factories, Baxter Farm, Tenom Tropical Fruits Farm, Padas Farmstay and the district’s Tourism Information Centre.
The Keningau leg is expected to feature Chin’s Orchard, Eco Yap Farm, Taman Pelancongan Apin-Apin, Yun Fook Farm and Sigapon Durian Farm.
Wong said he looks forward to exploring Sabah’s cultural and natural diversity through the visits.
“I hope to experience the distinct people, traditions and cultural heritage of each destination, while contributing to MCTA’s efforts,” he said.
MCTA Sabah Chapter Chairman Vincent Sia said the partnership reflects the association’s focus on community-based tourism.
“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 said.
Present 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.
