STRENGTHENING SABAH’S PRESENCE IN THE INDIAN MARKET THROUGH STRATEGIC COLLABORATIONS

KOTA KINABALU: The Sabah Tourism Board (STB), an agency under the Ministry of Tourism, Culture and Environment (KePKAS), continues to strengthen its presence in the Indian market through key strategic partnerships, aimed at positioning Sabah as a premier destination for Indian travellers, said its Minister Datuk Seri Christina Liew.

She said in this effort, STB has entered into significant collaborations with leading Indian travel companies, including Thomas Cook (India) Limited and EaseMyTrip, to enhance tourism opportunities and boost visitor arrivals from India.

“I am pleased with the developments initiated by the Chief Executive Officer of STB and team. These strategic collaborations mark a significant milestone in Sabah’s efforts to tap into the vast Indian market. With India being a high-potential growth market, our partnerships with Thomas Cook India Limited, EaseMyTrip, and other key travel players will help to position Kota Kinabalu as a must-visit city in Borneo.
“Sabah is a rich haven of Culture, Nature, and Adventure, and we are excited to showcase these unique offerings to Indian travellers, including leisure seekers and business event groups. Furthermore, improving air connectivity remains a key priority in our long-term tourism growth strategy,” Liew said in a statement on Friday.

With these collaborative efforts in place, she added, Sabah is set to become a top choice for Indian travellers seeking unforgettable experiences in culture, nature, and adventure.

Recognising the need for seamless air connectivity to fully unlock Sabah’s tourism potential, the Minister said STB also held 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 toward making Sabah more accessible to Indian travellers. The airlines will further assess the demand and opportunities for air connectivity to Sabah, ensuring sustainable and viable travel routes for Indian visitors.”

The STB remains committed to fostering strong tourism ties with India and ensuring a seamless and enriching travel experience for visitors from the region, Liew asserted.

On 31st January 2025, at the Sabah Pavilion during OTM Mumbai 2025, STB officially signed a joint collaboration with Thomas Cook India Limited, one of India’s leading omnichannel travel services providers. The collaboration was signed by STB Chief Executive Officer, Julinus Jeffery Jimit, and Rajeev Kale, President & Country Head – Leisure Travel & M.I.C.E, Thomas Cook India Limited.

Julinus said this collaboration is set to enhance Sabah’s visibility in India by leveraging Thomas Cook India’s extensive distribution network, digital platforms, and consumer outreach, specifically targeting honeymooners, families, adventure seekers, and M.I.C.E (Meetings, Incentives, Conferences & Exhibitions) groups.

Similarly, on 3rd February 2025, STB entered another joint collaboration with EaseMyTrip, a leading Indian online travel company, at the EaseMyTrip office in New Delhi. The collaboration was signed by Julinus and Nutan Gupta, Chief Operating Officer of EaseMyTrip, further strengthening efforts to promote Sabah as a must-visit destination.

Both collaborations will focus on exclusive promotions, digital marketing campaigns, and trade engagement initiatives to boost Indian visitor arrivals, according to Julinus.

“Additionally, STB engaged with Dook International and DPauls Travel & Tours on 4th February 2025 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 said.

Following an exclusive presentation by STB, DPauls Travel & Tours, a leading Indian travel company, is also committed to enhancing its Sabah packages. “These discussions and connections with EaseMyTrip, the airlines, Dook International, and DPauls Travel & Tours were facilitated with the support of Tourism Malaysia New Delhi,” Julinus added.