KOTA KINABALU: Hong Kong movie star Hugo Wong is set to promote Sabah as a tourism destination in conjunction with Visit Malaysia 2026 (VM2026) and Visit Sabah 2027.
The Malaysian Chinese Tourism Association (MCTA) Sabah Chapter has signed a memorandum of understanding with the actor, known for television series such as Love Virtually and Golden Bowl, as well as movies As The Light Goes Out and White Storm.
The MoU is to officially appoint him as MCTA's corporate social responsibility (CSR) strategic partner.
The collaboration supports the national VM2026 campaign and the state's preparations for Visit Sabah 2027, focusing on responsible tourism practices, strengthening community-based tourism (CoBT), enhancing rural and cultural tourism visibility, and advancing industry-driven CSR initiatives.
Wong’s first assignment under the partnership will be his participation in the Tenom and Keningau CoBT programme from Friday to Sunday (March 6 to 8), including engagement sessions with local operators and grassroots tourism stakeholders.
Wong said he was honoured and looking 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 its initiatives," he said after the MoU signing ceremony on Thursday (March 5).
Assistant Minister to the Chief Minister and Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai, who witnessed the signing ceremony, welcomed the initiative as a positive example of industry leadership.
"At the STB, we have always emphasised that tourism should be privately driven, with the government playing a supportive and enabling role," he said.
Joniston said 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 thrive. When associations step forward to lead, it strengthens the entire ecosystem," he said.
He noted that as Visit Sabah 2027 approaches, efforts that highlight rural destinations and empower grassroots operators are especially timely.
Meanwhile, MCTA vice president Lawrence Wong 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 Chapter aims to strengthen community-based tourism, showcase the state’s rich cultural and rural experiences, and foster closer ties between the tourism industry and local communities," he said.
