In a landmark move to strengthen travel ties between India and Australia, Thomas Cook (India) Limited and its group company SOTC Travel have entered into a long-term strategic Memorandum of Understanding (MOU) with Tourism and Events Queensland (TEQ). The partnership, signed in the presence of the Hon. David Crisafulli MP, Premier of Queensland and Minister for Veterans, aims to position Queensland as a premier year-round destination for Indian travellers.
The agreement was formalised by senior leadership from Thomas Cook India and SOTC Travel alongside Katie Mills, International Director at TEQ. Designed as a multi-pronged collaboration, the MOU will focus on joint marketing initiatives, content creation, and trade education programmes, leveraging the companies’ combined reach across digital platforms and an expansive retail footprint.
Expanding Queensland’s Appeal in India
With India emerging as one of Australia’s fastest-growing source markets, the alliance will work to inspire demand across diverse traveller segments. Queensland’s natural treasures — from the UNESCO-listed Great Barrier Reef and Daintree Rainforest to the pristine Whitsunday Islands — will feature prominently in campaigns targeting leisure travellers, families, couples, millennials, Gen Z, and corporate groups.
The state also promises strong potential in MICE and sports tourism, with the 2032 Brisbane Olympic Games expected to serve as a major draw for Indian visitors. Iconic destinations such as the Gold Coast, known for its theme parks and surf culture, and Brisbane, with its vibrant dining and nightlife, further underscore Queensland’s versatility as a destination that blends adventure, culture, and cosmopolitan appeal.
Industry Leaders Speak
Highlighting the rising demand for immersive experiences among Indian travellers, Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, noted:
“Experiential travel is now a clear demand driver, as revealed in our India Holiday Report, with nearly 75% of respondents preferring unique experiences over traditional tours. Queensland fits perfectly into this aspiration — offering everything from spectacular natural landscapes and world-class gastronomy to global sporting events. Through this partnership, we aim to curate innovative, experience-led itineraries that resonate with families, millennials, couples, and our growing MICE clientele.”
Echoing this sentiment, S.D. Nandakumar, President & Country Head – Holidays and Corporate Tours, SOTC Travel Limited, said:
“Our focus is not limited to India’s metros. With our deep penetration into tier 2 and tier 3 markets, we are uniquely positioned to unlock new traveller segments. Our strategy will spotlight Queensland’s iconic attractions while also bringing attention to its hidden gems — ensuring memorable first-time and repeat visits alike.”
For Queensland Tourism, the tie-up represents a decisive step toward engaging India’s outbound market at scale. Craig Davidson, CEO, Tourism and Events Queensland, remarked:
“This strategic connection with Thomas Cook India and SOTC Travel is a powerful step forward in positioning Queensland as the destination of choice for Indian travellers. From the Great Barrier Reef to the Scenic Rim, Queensland offers unforgettable experiences in every season. Together, through joint campaigns, education initiatives, and trade partnerships, we look forward to inspiring Indian visitors to discover ‘Australia’s Holiday Feeling’ — something truly unique to Queensland.”
A Year-Round Destination for India
With this MOU, Queensland Tourism gains access to Thomas Cook India and SOTC Travel’s phygital model — blending robust online platforms with an extensive retail network — to maximise reach and engagement. The collaboration will span leisure holidays, luxury travel, multi-generational family trips, and corporate incentives, ensuring Queensland is marketed as a year-round destination across India’s diverse traveller base.
As Indian outbound travel continues to surge, the Thomas Cook–Queensland Tourism alliance is set to play a pivotal role in strengthening the India–Australia tourism corridor, unlocking fresh opportunities for cultural exchange, sports engagement, and sustainable tourism growth.
