KOTA KINABALU: Sabah is strengthening its presence in the Indian market through strategic collaborations, aiming to position Kota Kinabalu as a must-visit destination in Borneo, says Datuk Seri Christina Liew.
The state Tourism, Culture and Environment Minister announced that the Sabah Tourism Board (STB), the ministry’s tourism promotion agency, has successfully expanded its footprint in India by forging key partnerships with leading travel companies, including Thomas Cook (India) Limited and EaseMyTrip.
These collaborations aim to increase tourism opportunities and boost visitor arrivals from India.
“These partnerships mark a significant milestone in Sabah’s efforts to tap into India’s vast tourism potential. As a high-growth market, India presents immense opportunities, and working with Thomas Cook India, EaseMyTrip, and other key players will help position Kota Kinabalu as a premier destination in Borneo,” Liew said in a statement on Friday (Feb 7).
Describing Sabah as a treasure trove of culture, nature, and adventure, she said the state is eager to showcase its unique experiences to Indian travellers, including leisure seekers and business event groups.
"Enhancing air connectivity remains a key priority in our long-term tourism growth strategy," Liew added, noting that these efforts will establish Sabah as a top choice for Indian travellers seeking unique and memorable experiences.
Recognising the need for seamless air connectivity, STB has also engaged in discussions with IndiGo, India’s largest low-cost airline, and Air India, the nation’s flagship carrier.
“These talks focused on establishing direct air connectivity between India and Sabah, a crucial step in making the state more accessible to Indian travellers. The airlines will further assess the demand and feasibility of sustainable travel routes to Sabah,” she said.
STB remains committed to strengthening tourism ties with India and ensuring a seamless, enriching experience for visitors.
On Jan 31, at the Sabah Pavilion during OTM Mumbai 2025, STB formalised a collaboration with Thomas Cook India, one of India’s leading omnichannel travel service providers.
The agreement was signed by STB chief executive officer Julinus Jeffery Jimit and Rajeev Kale, the president and country head of Leisure Travel & MICE, Thomas Cook India Limited.
Jimit said the collaboration will enhance Sabah’s visibility in India by leveraging Thomas Cook India's extensive distribution network, digital platforms, and consumer outreach, particularly targeting honeymooners, families, adventure seekers, and MICE (Meetings, Incentives, Conferences & Exhibitions) groups.
Similarly, on Feb 3, STB entered another collaboration with EaseMyTrip, a leading Indian online travel company.
The agreement was signed by Jimit and EaseMyTrip chief operating officer Nutan Gupta at the company’s office in New Delhi.
Both partnerships will focus on exclusive promotions, digital marketing campaigns, and trade engagement initiatives to increase Indian visitor arrivals, Jimit said.
“Additionally, on Feb 4, STB engaged with Dook International and DPauls Travel & Tours to further strengthen collaborations.
"Dook International, a premier travel and destination management company with over 15 years of experience, will immediately begin curating attractive travel packages for Indian travellers,” he added.
Following an exclusive STB presentation, DPauls Travel & Tours, a leading Indian travel company, also committed to enhancing its Sabah packages.
“These discussions and collaborations with EaseMyTrip, airlines, Dook International, and DPauls Travel & Tours were facilitated with the support of Tourism Malaysia New Delhi,” Jimit said.
