The study explored the use of cooperative learning strategy in students’ learning of Marketing for Tourism subject. The sample of this study consisted of 19 final year Diploma students from the Travel and Tourism services course. The study utilizes an action research approach, which involves the process of improving the method of teaching and students’ learning through several repetitive cycles. The aim of the research is to investigate the use of cooperative learning by adopting the Jigsaw strategy in order to enhance students’ understanding of the subject. The objectives of the study were achieved through the use of pre- and post-achievement tests, observations, semi-structured interviews and reflection. The findings of this study showed improvements in the students’ test results. The outcome concurred with previous study findings that indicated the Jigsaw strategy supports better performance in students’ learning. The students’ perceptions of working together in a structured group improved as they enjoyed using the strategy, and the skills that contributed to the features of cooperative learning were developed throughout the process. The students also felt the need to rely on each other for information, being responsible, and by supporting each other improved their social and collaborative skills.