As outbound travel demand continues to rise across Maharashtra, travellers are increasingly seeking holiday experiences that combine international exploration with the comfort of familiar language, cuisine and cultural connections. Responding to this evolving preference, Thomas Cook (India) Limited has introduced its dedicated Marathi Special Holidays portfolio, and appointed renowned Marathi actor Subodh Bhave as its goodwill brand ambassador for the Maharashtra market.
The initiative reflects the company’s strategy of creating regionally relevant travel experiences that resonate more deeply with local audiences while enhancing customer engagement across one of India’s most important outbound travel markets.
Maharashtra has consistently emerged as a significant source market for international travel, supported by increasing disposable incomes, growing global exposure and a strong culture of travel and exploration. Travellers from the state are known for their preference for carefully planned itineraries, quality accommodation, authentic experiences and the reassurance of familiar food and language while travelling abroad. Recognising these unique preferences, Thomas Cook India has designed a specialised holiday offering tailored specifically for Maharashtrian travellers.
The newly launched Marathi Special Holidays portfolio makes its debut with curated Europe group departures that combine world-class destinations with culturally familiar travel experiences. The tours feature Marathi-speaking tour experts who accompany travellers throughout the journey, ensuring seamless communication and greater comfort. Specially curated Maharashtrian meal options have also been incorporated into the itineraries, offering travellers the familiarity of home-cooked flavours while exploring international destinations.
Designed for multi-generational families, couples and groups of friends, the holidays cover some of Europe’s most iconic destinations, including Switzerland, France, Italy and Austria. Along with sightseeing and cultural experiences, the tours are structured to provide travellers with the convenience and camaraderie of travelling alongside fellow Maharashtrian guests, creating a more personalised and community-oriented travel experience.
The launch also leverages Thomas Cook India’s extensive retail and omnichannel network across Maharashtra. With 29 outlets spanning key cities including Mumbai, Pune, Navi Mumbai, Nashik, Ahmednagar and Kolhapur, the company is well positioned to engage with customers across the state through a combination of physical touchpoints and digital channels.
The appointment of Subodh Bhave as goodwill brand ambassador further strengthens the initiative by bringing a trusted and widely admired personality into the campaign. Known for his impactful performances across film, television and theatre, Bhave’s strong connect with Maharashtrian audiences aligns closely with the brand’s objective of building deeper engagement within the region.
Commenting on the launch, Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, said: “Maharashtra is a key source market for us, and we saw this as a significant opportunity to deepen our engagement with the Marathi traveller segment. With our strong omnichannel presence and extensive retail footprint across the state, we are well-positioned to serve this market with both scale and personalised service. Our Marathi Special Europe Holidays have been introduced with a clear strategic intent — to cater specifically to the preferences of Maharashtrian travellers by combining global experiences with regional familiarity, from Marathi-speaking tour managers to curated Maharashtrian cuisine inclusions. As part of this focused approach, we are delighted to have acclaimed actor Subodh Bhave on board as our Goodwill Brand Ambassador, strengthening our connect with Maharashtrian travellers across the state.”
The launch of the Marathi Special Holidays portfolio underscores Thomas Cook India’s commitment to personalisation and customer-centric innovation. By combining global destinations with regional relevance, the company is creating travel experiences that not only inspire exploration but also make travellers feel at home wherever they go.