Jafry (left) presenting a memento to Lee
KOTA KINABALU: Former world number one badminton player, Datuk Wira Lee Chong Wei has been appointed as Sabah Tourism Ambassador from this month until December 2022.
Minister of Tourism, Culture and Environment, Datuk Jafry Ariffin, who announced this, said Lee was chosen for this role because of his global reputation through outstanding performance in the international arena, winning trophies as well as fans around the world especially in the ASEAN region, APAC, China, Japan , South Korea, Denmark and the United Kingdom.
These are also countries that were part of Sabah’s traditional tourism market, and major contributors to tourist arrivals to Sabah before the Covid-19 pandemic.
“This is indeed good news for all and a good prospect for the tourism industry. With his outstanding achievements, my Ministry is confident that Lee’s role as Tourism Ambassador will help boost the state’s tourism industry to a higher level in the next two years,” he said at a luncheon with Lee held at Sutera Harbor Marina here today.
Jafry said Sabah is famous for its natural wonders and internationally recognized conservation efforts such as UNESCO World Heritage Sites and the Human and Biosphere programme and will soon be recognised as a UNESCO Global Geopark.
“The unique geographical landscape in Sabah also attracts many adventure seekers to the state. To complement this, Sabah Tourism Board will take Lee and his family around the state to experience our iconic tourist destinations to share with his fans around the world.
“I heard that he (Lee) is still active in sports activities, especially cycling. Maybe he can also cycle around our rural tourist areas which offers a relaxing cycling experience with beautiful scenery,” said Jafry.
He added that such cooperation with the Tourism Ambassador will help encourage the flow of tourism to the state and arouse curiosity and interest in many destinations in Sabah.