The tourism body’s decision to appoint Lee, a Penangite, drew criticism from many social media users who argued that the state’s tourism ambassador should be a Sabahan.

In a statement today, STB chief executive officer Noredah Othman said they appreciate local talents and have always engaged Sabahan influencers to promote tourism both locally and abroad.

“In the past, the Sabah tourism, culture and environment ministry appointed Sabah-born professional golfer Ben Leong as our golfing ambassador. That was at the height of our promotions to encourage more golfers to come to Sabah.

“Similarly, the ministry had also engaged renowned international singer and Kota Belud-born artiste Gary Chaw as tourism ambassador to promote Sabah to his fans in China,” she said.

Noredah added that with most tourists to Sabah coming from China, Lee’s appointment was a significant step towards boosting the number of arrivals from there.

“We believe Lee Chong Wei’s position as a respected social and global influencer will help create curiosity as well as interest about the many attractions in Sabah among his followers, especially those from China.”

Noredah also said Lee will not be paid for his role as tourism ambassador and that the state will only be covering his travel and accommodation in Sabah.

“We are thankful and fortunate that the former world number one badminton player has kindly agreed to be our tourism ambassador and for us to ride on his global popularity to lure more visitors to Sabah.”