Thomas Cook (India) Limited and SOTC Travel have signed a long-term MOU with Queensland Tourism (Tourism and Events Queensland). This partnership aims to grow Indian travel to Queensland, Australia, a market seen as high-potential.
Senior leaders from both companies signed the agreement alongside Katie Mills, International Director at Tourism and Events Queensland, in the presence of Hon David Crisafulli MP, Premier of Queensland and Minister for Veterans.
The MOU takes a multi-pronged approach. It focuses on content creation, education and training programs, and joint marketing. The partners will leverage their phygital model—digital platforms combined with an extensive retail network—to showcase Queensland as a destination for leisure, MICE, B-leisure, and sports tourism.
Queensland stands out for its diverse attractions. The Great Barrier Reef and the Daintree Rainforest, both UNESCO World Heritage sites, headline its natural wonders. The Gold Coast is famous for beaches and adventure, the Whitsundays for sailing, and Brisbane for a cosmopolitan riverfront lifestyle. Cairns and Port Douglas serve as gateways to reef and rainforest adventures.
The destination appeals to families, couples, millennials, GenZ, and corporate groups. Sports tourism is another strength, especially with India’s passion for cricket and the upcoming 2032 Brisbane Olympic Games.
Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, said: “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, 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 GenZ, couples, working professionals and our powerful MICE corporates.”
S.D. Nandakumar, President & Country Head – Holidays and Corporate Tours, SOTC Travel Limited, said: “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 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.”
Craig Davidson, CEO, Tourism and Events Queensland, added: “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.”
