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 Tourism, Culture and Environment Minister Datuk Seri Christina Liew (pic).
The Sabah Tourism Board (STB), the ministry’s tourism promotion agency, has expanded its footprint in India by forging key partnerships with leading travel companies, she said.
Such collaborations, she said, are aimed at increasing tourism opportunities and boosting 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 big opportunities, so working with Thomas Cook India, EaseMyTrip and other key players will help position Kota Kinabalu as a premier destination in Borneo,” she said in a statement yesterday.
Describing Sabah as a treasure trove of culture, nature and adventure, Liew said the state is eager to showcase its unique features to Indian travellers, including leisure seekers and business event groups.
“Enhancing air connectivity remains a key priority in our long-term tourism growth strategy,” she added, noting that these efforts will establish Sabah as a top choice for Indian travellers seeking memorable experiences.
Recognising the need for seamless air connectivity, STB has 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,” Liew said.
STB formalised a collaboration with Thomas Cook India, one of India’s travel service providers, on Jan 31.
The agreement was signed by STB chief executive officer Julinus Jeffery Jimit and Rajeev Kale, who is the president and country head of Leisure Travel & M.I.C.E, 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, an 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.
“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 begin curating attractive travel packages for Indian travellers,” Jimit added.
