Lee Ee Hoe

Yang Berbahagia Dato' Sri
Lee Ee Hoe
SSAP DIMP JP PMC
李益輝
Born (1964-07-05) 5 July 1964
Yong Peng, Johor, Malaysia
EducationTokyo International University
OccupationGroup Executive Chairman
Children2

Dato' Sri Lee Ee Hoe, JP (Chinese: 李益輝; pinyin: Lǐ Yìhuī; born 5 July 1964), also known as Leesan, is a Malaysian businessman in the tourism industry. He was the first recipient in the tourism industry to be bestowed the Order of the Rising Sun, Gold and Silver Rays[1][2][3] by the Emperor of Japan in 2015. This is in recognition of his longstanding contributions in the development and promotion of tourism between Japan and Malaysia, as well as his bold move to lead the first tour to Japan soon after Japan's devastating tsunami and earthquake in 2011.[4][5][6]

On 28 Dec 2020, Leesan was awarded the Miri Mayor Special Award in recognition for his contributions and support towards Sarawak’s tourism during the Covid-19 pandemic.[7][8]

As of 10 Jan 2026, Leesan has traveled to 164 countries and territories.

Early life and education

Leesan was born in Yong Peng, Johor. His interest in travel and sharing travel information started at a young age. In school, he and his friend and future business partner, planned scouting trips for their school troops. After secondary school, he became a licensed tourist guide in Malaysia. He continued his tertiary education in Japan and graduated with a Bachelor of Arts in Economics from Tokyo International University.[9] After graduating, he returned to Malaysia with experience in the Japanese tour industry and set up a travel agency, Apple Vacations Sdn Bhd in 1996.[9][10]

Business career

Leesan is a visionary entrepreneur and the Founder and Executive Chairman of KITA Tours & Travel, a premium brand redefining luxury travel through bespoke, high-end customized journeys and curated boutique experiences.

He is also the founder of Apple Vacations Sdn Bhd (formerly Apple Vacations & Conventions Sdn Bhd), the first overseas travel agency to receive the prestigious Japan Tourism Agency Commissioner’s Commendation Award. Under his leadership, the company pioneered Malaysia Airlines’ first charter flight to Hokkaido in 2010[11]. After decades at the helm,[2]Leesan stepped down as Group Executive Chairman on 30 June 2025.[12]

Beyond entrepreneurship, Leesan has played influential roles across tourism, culture, and media. He has served as Lifetime Overseas Advisor to the Taiwan Leisure Farm Development Association since 2009[13] and was Executive Director of main board–listed Yong Tai Berhad (7066) from April 2016 to May 2023. During his tenure, Yong Tai Berhad produced and staged Impression Melaka[14], a National Key Economic Area tourism project[15] developed in collaboration with China Impression Wonders Art Development Co Ltd and endorsed by Malaysia’s Ministry of Tourism and Culture[16] Minister Dato' Seri Nazri Aziz and the project launch in May in Beijing was witnessed by former Tourism Minister Tan Sri Datuk Seri Dr Ng Yen Yen.[17]

A respected industry voice, Leesan is a columnist and the author of six travel books, including Isshokenmei: Story of a Globe-Trotter, his first English-language publication as of July 2024.[18][19][20]

International business ventures

In 2014, Apple Vacations Sdn Bhd started collaborating with Marriott International to develop the first Courtyard by Marriott in Malacca.[21] It is planned to be in Malacca's central tourism district and to open in 2017.[22]

Awards and recognition

Honours of Malaysia

Foreign honours

References

  1. ^ "Conferment Ceremony of 2015 Spring Imperial Decorations". Embassy of Japan. Retrieved 8 June 2015.
  2. ^ a b "Travel company founder receives Japanese honour". The Star Newspaper. Retrieved 10 June 2015.
  3. ^ "The Order of the Rising Sun honor". Senyum Japanese Lifestyle Magazine Malaysia. Retrieved 8 July 2015.
  4. ^ "Gifu Prefecture Promotional Event". Embassy of Japan. Retrieved 3 June 2014.
  5. ^ "Apple Vacations promotes Japan itineraries". TTG Asia. Retrieved 14 April 2011.
  6. ^ "Apple's Hokkaido-bound tours prove popular". TTG Asia. Retrieved 13 May 2011.
  7. ^ a b "Mayor Miri Special Award". Sin Chew Newspaper. Retrieved 29 December 2020.
  8. ^ a b "Mayor Miri Special Award Announcement". Sin Chew Newspaper. Retrieved 28 December 2020.
  9. ^ a b Lee, Joy (27 February 2014). "The world at their feet". The Star Online. Retrieved 19 October 2015.
  10. ^ "Travel agency stays at forefront". The Star Newspaper. Retrieved 13 September 2014.
  11. ^ "Seamless flight from KL to exotic Hokkaido". Retrieved July 29, 2010.
  12. ^ "李桑辞大马苹果旅游集团 执行主席职". China Press. Retrieved 30 June 2025.
  13. ^ "Leisure farm owners in town to share experiences". The Star Newspaper. Retrieved 21 May 2010.
  14. ^ "Tour company expands into property development in Malacca". The Star Newspaper. Retrieved 20 December 2014.
  15. ^ a b c "Tourism National Key Economic Area". The Economic Transformation Programme Malaysia. Retrieved 3 September 2013.
  16. ^ Malaysian Tourism and Culture
  17. ^ https://www.thestar.com.my/News/Nation/2013/09/03/Malacca-set-to-make-an-Impression-State-first-city-outside-China-to-stage-acclaimed-Chinese-filmmak/
  18. ^ "Travel with your heart". Sin Chew Daily Newspaper. Retrieved 23 July 2015.
  19. ^ "Travelling Again". Sin Chew Daily Newspaper. Retrieved 12 July 2021.
  20. ^ "Autobiography". The Star Newspaper. Retrieved 11 September 2024.
  21. ^ "Marriott to debut Courtyard in Malaysia". TTG Asia. Retrieved 14 April 2014.
  22. ^ Courtyard by Marriott, Malacca. "Hospitality tie-up for Malacca". Retrieved April 19, 2014.
  23. ^ "Japan Tourism Agency Commissioner's Commendation Award 2013". The Star Newspaper. Retrieved 14 February 2015.
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