KOTA KINABALU: Hong Kong personality Hugo Wong has been roped in to promote Sabah’s rural tourism in conjunction with the Visit Malaysia 2026 campaign and Visit Sabah 2027.
This followed the signing of a Memorandum of Understanding (MoU), appointing him as corporate social responsibility strategic partner, with Malaysian Chinese Tourism Association (MCTA) Sabah chairman Vincent Sia at the association’s secretariat.
“I am honoured by the appointment and look forward to exploring Sabah’s unique beauty, beginning 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 said.
Assistant Minister to the Chief Minister and Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai, who witnessed the signing, said the agreement aligned with the principle of private sector-driven initiatives, with the government playing a supportive and enabling role.
He said the partnership reflected the association’s proactive steps to strengthen the tourism ecosystem while aligning with broader state and national aspirations.
Joniston said the partnership to promote rural destinations and empower grassroots operators was timely ahead of Visit Sabah 2027.
Vincent said the collaboration reflected the association’s commitment to supporting grassroots tourism development.
“We are excited to work with Hugo Wong as our CSR strategic partner. MCTA Sabah Chapter aims to strengthen 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 said.
Wong’s assignment will begin with a visit to community-based tourism (CoBT) programmes in Tenom and Keningau from March 6 to 8, 2026, where he will meet local operators and tourism stakeholders to better understand their initiatives.
The engagement will focus on promoting responsible tourism practices, strengthening community-based tourism, enhancing rural and cultural tourism visibility, and advancing industry-driven CSR initiatives.
In Tenom, the visit is expected to include 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 expected to include visits to Chin’s Orchard, Eco Yap Farm, Taman Pelancongan Apin-Apin Keningau, Yun Fook Farm and Sigapon Durian Farm.
Present were MCTA vice president Lawrence Wong, Kota Kinabalu Chinese Chamber of Commerce and Industry president Datuk Michael Lui, and STB senior deputy chief executive officer Tay Shu Lan. – Wu Vuide
Vincent and Wong (left and second right), exchanging documents as Joniston (centre), Michael (second left), and Lawrence (right), look on.
