Thomas Cook India, SOTC Travel Partner With Sabah Tourism Board To Boost Travel From India

Thomas Cook (India) Ltd. and its group company, SOTC Travel, have signed a Memorandum of Understanding with the Sabah Tourism Board to enhance travel to Sabah, Malaysia. This strategic partnership aims to increase Sabah’s visibility and attract more visitors from India, according to an exchange filing.

Sabah is renowned for its natural beauty, featuring multiple UNESCO geoparks and reserves, the majestic Mount Kinabalu—the highest peak in Southeast Asia—and the renowned Sipadan Island, one of the world’s top diving sites.

Adventure seekers can enjoy activities such as white-water rafting, ziplining, and abseiling. The region is also home to diverse ecosystems, including endangered species such as the Bornean orangutan, proboscis monkey, and Borneo pygmy elephant, as well as the world’s largest flower, the rafflesia.

The collaboration will include multiple initiatives, such as enhancing destination knowledge, curating engaging content, organising educational and training programs, conducting familiarisation trips, and executing joint marketing campaigns. These efforts will position Sabah as a preferred destination across India’s metro cities, mini-metros, and tier 2 and tier 3 markets.

“We are delighted to be selected by Sabah Tourism as their first partner for the Indian subcontinent. Sabah is a destination known for its diversity of adventure, relaxation, cultural exploration, and unique natural experiences—and holds strong appeal across India’s new-age traveller segments," said Rajeev Kale, president and country head—holidays, MICE, Visa, Thomas Cook (India) Ltd.

Shares of Thomas Cook closed 5.08% lower at Rs 125.34 apiece, compared to a 0.13% advance at the benchmark NSE Nifty 50. It has fallen 24.81% in the last 12 months.

Two analysts tracking the company have a 'buy' rating on the stock, according to Bloomberg data. The average of 12-month analyst price targets implies a potential upside of 78.2%.