Thomas Cook, SOTC Partner with Queensland Tourism
Thomas Cook, SOTC Partner with Queensland Tourism
In a significant step towards strengthening tourism ties between India and Australia, Thomas Cook (India) Limited and its group company, SOTC Travel, have signed a long-term, multi-pronged Memorandum of Understanding (MOU) with Tourism and Events Queensland (TEQ).
This strategic partnership aims to boost Queensland’s visibility in India. It is also designed to inspire year-round travel from the rapidly growing Indian market.
The MOU was formalized in the presence of Hon David Crisafulli MP, Premier of Queensland and Minister for Veterans. Senior leadership from Thomas Cook India, SOTC Travel, and Katie Mills, International Director at Tourism and Events Queensland, were also present at the signing.
A Multi-Faceted Approach to Boost Tourism
The partnership outlines a comprehensive strategy with multiple focus areas. It includes content creation, training and education programmes, and joint marketing initiatives. The collaboration will leverage Thomas Cook India and SOTC’s strong phygital model. This model combines digital platforms with an extensive retail network across India.
Through these efforts, the partnership aims to position Queensland as a premier destination for:
- Leisure travel
- MICE (Meetings, Incentives, Conferences, and Exhibitions)
- B-leisure (business + leisure)
- Sports tourism
This holistic approach will target not only metro cities but also India’s emerging mini-metros and Tier 2 and 3 markets.
Experiential Travel at the Core
Highlighting the rising demand for experience-led holidays, Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, emphasized: “Experiential travel is a key demand driver, highlighted in our India Holiday Report – with 75% respondents seeking experiences over traditional tours. And Queensland offers just this: from spectacular natural vistas and world-class gastronomy to global sporting events and more! Our MOU with Queensland is a great opportunity to expand our product portfolio and showcase Queensland as a year-round destination. Our intent is to create innovative, immersive, experience-led itineraries that appeal to our range of segments across multi-generational families, millennials and Gen Z, couples, working professionals and our powerful MICE corporates.”
He further noted that the collaboration would help develop innovative itineraries appealing to multi-generational families, millennials, Gen Z, couples, working professionals, and corporate groups.
SOTC’s Focus on Expanding Reach
S.D. Nandakumar – President & Country Head of Holidays and Corporate Tours at SOTC Travel Limited, shared his excitement about the partnership: “We are excited to partner with Queensland Tourism! With our powerful legacy of over 75 years and our extensive pan-India reach, we look forward to inspiring Indians, not just from metros, but also from our regional tier 2 and 3 markets. Our strategy will focus on the key pivots of product development, education and marcom. We intend to spotlight Queensland’s iconic natural beauty while also showcasing the state’s hidden gems and exciting experiences – ensuring truly memorable and repeat visitations.”
SOTC plans to showcase both Queensland’s iconic natural wonders like the Great Barrier Reef and hidden gems, ensuring memorable and repeat visits.
Queensland’s Vision for Indian Travellers
Craig Davidson, CEO, Tourism and Events Queensland, expressed optimism about the collaboration: “This strategic connection with Thomas Cook India and SOTC Travel is a powerful step forward in our mission to position Queensland as the destination of choice for India travellers. From the Great Barrier Reef to the Scenic Rim, Queensland offers unforgettable experiences across every season. Through collaborative marketing, education and content creation, we’re excited to inspire more India visitors to discover ‘Australia’s Holiday Feeling’, which can only be experienced in Queensland.”
Strengthening India–Queensland Tourism Links
This MOU marks a major milestone in Indo-Australian tourism collaboration. By combining Queensland’s diverse offerings with Thomas Cook India and SOTC’s robust network and expertise, the partnership is expected to significantly increase awareness, visitation, and engagement from Indian travellers, positioning Queensland as a top choice for leisure and business tourism in 2025 and beyond.
