KOTA KINABALU: The appointment of world-renowned badminton ace Datuk Lee Chong Wei as Sabah Tourism Ambassador augurs well for the tourism industry, says Malaysian Association of Tour and Travel Agents (MATTA) president Datuk Tan Kok Liang.

       He said Lee would be a big support to help the industry recover after it was hit by the Covid-19 pandemic.

       "The road to recovery will be long and steep, therefore industry players will need all the support they can get, especially from a world-renowned badminton champion like Lee.

       "As a matter of fact, with the easing of interstate travel in Peninsular Malaysia, tourism recovery has peaked compared to Sabah, which is now lagging behind," he said in a statement Saturday (Oct 30).

       Tan was responding to strong reactions locally on the appointment of Lee as the state's tourism ambassador.

       "It is not about who was appointed, rather the follow-up actions must produce positive results for Sabah's tourism industry," Tan said.

       "It does not matter whether a local or a foreigner is appointed as tourism ambassador, but the ambassador together with the stakeholders must be able to attract tourists - both locally and internationally," he added.

       He said the state's tourism ambassadorship was not limited to one person only as every year, Sabah crowns a brand new ambassador in the form of an Unduk Ngadau (Harvest Queen), who is expected to represent Sabah as tourism ambassador.

       There had also been individual appointments made by Sabah Tourism Board such as golfer Ben Leong and singer Gary Chaw, Tan said, adding that such ambassadors must ensure promotion of Sabah was done regularly.

       "I am sure if industry players are brought in to work together with the ambassador, together we can produce the best results in reviving Sabah's tourism industry as well as to boost our local economic recovery as the "multiplier" effect of tourism extends deep within the local society," he said.

       He said that Lee would be the special guest at the MATTA Fair from Nov 20-21, 2021 in Kuala Lumpur as Sabah has been selected as "Malaysia's Favourite Destination”.