CJMY
The recent Miss World Beauty With A Purpose Tour concluded its inspiring five-day visit to Sabah, promoting the state’s rich tourism potential while making a positive impact on local communities.
Led by Julia Morley CBE, CEO of the Miss World Organisation, and Sean Wong, CEO of HyperLive Entertainment, the tour featured reigning Miss World 2024, Krystyna Pyszkova, and Miss World Malaysia 2023, Saroop Roshi.
The initiative showcased Sabah’s cultural and natural beauty while advancing the global mission of Beauty With A Purpose.
From environmental efforts to community aid, the Miss World team’s presence in Sabah reinforced the value of tourism linked to meaningful social causes, leaving a lasting impression on both the locals and visitors.
Championing Sabah’s natural beauty and culture
A key event during the tour was the ‘Sail Malaysia Tuaran Beach Cleaning,’ which underscored the commitment to environmental conservation.
Led by volunteers from the Tuaran Rally of Sail Malaysia, teams from Shangri-la Rasa Ria Resort, and various local organisations, a total of 402 kg of rubbish was collected, preserving Sabah’s pristine coastline.
The event was attended by Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture, and Environment Sabah, and Chairman of the Sabah Tourism Board, who praised the initiative for promoting responsible tourism.
Miss World 2024 Krystyna Pyszkova highlighted the importance of these efforts, stating, “By protecting the environment, we ensure that future generations can continue to enjoy the natural beauty Sabah has to offer. It’s vital that we raise global awareness about this beautiful region and its need for conservation.”
In addition to environmental efforts, the Miss World team actively engaged in promoting Sabah’s cultural richness.
Their collaboration with the 2024 Unduk Ngadau Kaamatan (UNK) winners and the UNK national committees, led by Tindarama Joanna Datuk Kitingan, highlighted Sabah’s deep-rooted traditions and cultural heritage, further enhancing its tourism appeal.
Miss World supporting local communities
One of the tour’s most impactful moments was its disaster relief initiative in Kg. Pogunon, where the Miss World team, along with local volunteers, assisted families affected by recent floods.
Essential relief packages were delivered, and teams helped clean up homes damaged by the floods.
Supported by Discover Sabah Digital, Media Works Solutions, Everrise Supermarket, and Bataras Sdn Bhd, the initiative provided much-needed assistance, while the H3ROS 4×4 Club Sabah ensured the timely delivery of aid.
Sean Wong, CEO of HyperLive Entertainment, emphasised the importance of these efforts, stating, “The Miss World Organisation is not just about beauty—it’s about using influence and resources to make a real difference.
Our commitment to raising MYR30,000 to support affected families demonstrates our dedication to helping those in need.”
Additionally, the Miss World team partnered with Kota Kinabalu City Hall (DBKK) to plant trees, further promoting environmental sustainability in the region.
These activities align with the larger Beauty With A Purpose mission, which aims to create positive, lasting change in communities worldwide.
The Miss World tour’s visit to Sabah was fully supported by the Ministry of Tourism, Culture, and Environment Sabah, led by Minister Datuk Christina Liew, who acknowledged the significant role it played in promoting Sabah’s tourism industry.
The tour not only highlighted Sabah’s stunning landscapes and rich cultural heritage but also addressed critical social and environmental issues, enhancing the state’s profile on a global scale.
The tour’s success will be documented in the upcoming Beauty With A Purpose documentary, which will showcase Sabah’s warm-hearted people, breathtaking landscapes, and the impactful work carried out by the Miss World Organisation.
Through this, the beauty and cultural richness of Sabah will be introduced to an international audience, promoting the region as a top tourist destination.
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