#ThomasCookIndia #SOTCTravel #QueenslandTourism #AustraliaTravel #TravelPartnership #TourismGrowth #MICETravel #ExperientialTravel
Mumbai: In a significant move aimed at strengthening tourism ties between India and Australia, Thomas Cook (India) Limited, the country’s leading omnichannel travel services provider, along with its group company SOTC Travel, has entered into a long-term, multi-pronged Memorandum of Understanding (MOU) with Queensland Tourism (Tourism and Events Queensland).
The agreement is designed to enhance Queensland’s visibility in the Indian market and drive year-round visitation by focusing on a wide array of traveller segments — from leisure and multi-generational families to MICE (Meetings, Incentives, Conferences, and Exhibitions), B-leisure (business + leisure), millennials, Gen Z, and sports tourism.
The MOU was signed in the presence of Hon. David Crisafulli MP, Premier of Queensland and Minister for Veterans, with participation from Katie Mills, International Director at Tourism and Events Queensland, along with senior leadership teams from Thomas Cook India and SOTC Travel.
Multi-Pronged Strategic Collaboration
The long-term partnership will roll out initiatives spanning content creation, education and training programmes, and joint marketing campaigns. Leveraging Thomas Cook India and SOTC’s phygital model — a combination of robust digital platforms and a strong pan-India retail network — Queensland Tourism will now be positioned as a year-round destination catering to a wide spectrum of travellers.
By extending its focus beyond metro cities, the MOU aims to penetrate mini-metros and Tier II and III markets, ensuring that the appeal of Queensland reaches a much broader Indian audience.
Queensland: A Destination for All
Queensland is home to some of the world’s most iconic natural attractions, including two UNESCO World Heritage sites — the Great Barrier Reef and the Daintree Rainforest. From the sun-kissed beaches and theme parks of the Gold Coast, the pristine sailing and island experiences of the Whitsundays, to the cosmopolitan city vibe of Brisbane with its buzzing riverfront, rooftop bars, and cultural precincts, Queensland offers an unmatched diversity of experiences.
Adventure enthusiasts can explore the reef and rainforest gateways of Cairns and Port Douglas, while sports lovers are already looking forward to the upcoming 2032 Brisbane Olympic Games, which will place Queensland on the global sporting map.
With such a variety of offerings, the state caters to multi-generational families, couples, young millennials, Gen Z travellers, and corporate groups alike.
Industry Leaders on the Partnership
Speaking about the collaboration, Mr. Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, said:
“Experiential travel is a key demand driver, as revealed in our India Holiday Report — with nearly 75% of respondents seeking experiences over conventional tours. Queensland fits perfectly into this trend with its spectacular landscapes, world-class gastronomy, adventure activities, and global sporting events. Our MOU with Queensland gives us an opportunity to expand our product portfolio by creating immersive, experience-led itineraries that resonate with diverse traveller groups — from families and young millennials to couples, professionals, and corporate MICE travellers.”
Adding to this, Mr. S.D. Nandakumar, President & Country Head – Holidays and Corporate Tours, SOTC Travel Limited, said:
“We are excited to partner with Queensland Tourism. With our strong 75-year legacy and extensive presence across India, we aim to reach travellers not just in metros but also in smaller cities and towns. Our strategy will revolve around three key pillars — product development, education, and marketing communication. We intend to showcase Queensland’s iconic landmarks as well as its hidden gems, ensuring unique, memorable experiences that encourage repeat visitation.”
Craig Davidson, CEO, Tourism and Events Queensland, also expressed optimism:
“This strategic connection with Thomas Cook India and SOTC Travel marks a powerful step forward in positioning Queensland as the preferred destination for Indian travellers. Whether it is the Great Barrier Reef, the Scenic Rim, or our vibrant cityscapes, Queensland offers unforgettable experiences across every season. Through this collaboration, we aim to inspire more Indian visitors to discover ‘Australia’s Holiday Feeling,’ which can only be found here in Queensland.”
Rising Demand from India
India has been identified as one of the fastest-growing source markets for international tourism. With the rise of middle-class disposable incomes, younger demographics with a penchant for adventure, and the popularity of long-haul leisure travel, Indian travellers are increasingly seeking unique and immersive destinations.
For Queensland, India represents a high-potential growth market, particularly in segments like MICE, destination weddings, and sports tourism. The state’s offerings align well with the evolving preferences of Indian travellers who prioritize experiences, convenience, and value for money.
The Road Ahead
The long-term MOU between Thomas Cook India, SOTC Travel, and Queensland Tourism is expected to translate into curated travel itineraries, themed campaigns, and education programmes for travel agents across India. It will also focus on digital engagement to inspire younger travellers, including millennials and Gen Z, who are increasingly influenced by online platforms in their decision-making.
Given the rising demand for international destinations, this partnership arrives at the right time, enabling Queensland to build a stronger presence in the competitive India outbound market.
Conclusion
The strategic collaboration is a win-win for both sides: it opens up Queensland’s diverse tourism offerings to Indian travellers while allowing Thomas Cook India and SOTC Travel to enrich their product portfolios with distinctive, experience-led options. With experiential travel emerging as a dominant trend, and India’s outbound travel market projected to grow exponentially, the partnership promises to significantly boost arrivals to Queensland in the coming years.
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