Strategic collaboration to boost travel from India
to Australia’s Sunshine State
Thomas Cook (India) Limited, and SOTC Travel, have signed a long-term, multi-pronged Memorandum of Understanding (MOU) with Tourism and Events Queensland, to strengthen travel from India to Queensland, Australia.
The agreement was signed by senior leadership from Thomas Cook India and SOTC Travel, together with Katie Mills, International Director at Tourism and Events Queensland, in the presence of the Hon. David Crisafulli MP, Premier of Queensland and Minister for Veterans.
This strategic partnership aims to enhance Queensland’s visibility, and drive year-round visitation from India through focused initiatives in content, education and training, and joint marketing. Leveraging Thomas Cook and SOTC’s powerful phygital model — a blend of strong digital platforms and an extensive retail network — the collaboration will promote Queensland across India’s metro, mini-metro, and tier 2 and 3 cities.
Home to UNESCO World Heritage sites like the Great Barrier Reef and Daintree Rainforest, Queensland offers travellers a stunning variety of experiences — from Gold Coast’s adventure parks and beaches to the Whitsundays’ island escapes and sailing adventures. Brisbane entices visitors with its riverfront precincts, diverse dining and nightlife, while Cairns and Port Douglas serve as gateways to reef and rainforest exploration.
Appealing to multi-generational families, couples, millennials, Gen Z and MICE groups, Queensland has something for everyone. With India’s deep love for cricket and the upcoming 2032 Brisbane Olympic Games, sports tourism is also expected to be a key growth driver.
Rajeev Kale, President & Country Head – Holidays, MICE, Visa, said:
“Experiential travel is a key demand driver, with 75% of respondents in our India Holiday Report preferring experiences over traditional tours. Queensland offers exactly that — from spectacular landscapes and world-class gastronomy, to global sporting events. Our MOU provides an opportunity to expand our portfolio and showcase Queensland as a year-round destination through innovative, immersive itineraries for families, millennials, couples and corporates alike.”
S.D. Nandakumar, President & Country Head – Holidays and Corporate Tours, SOTC Travel Limited, added:
“We are excited to partner with Queensland Tourism. With over 75 years of legacy and pan-India reach, we aim to inspire travellers not only from metros but also regional markets. Our focus will be on product development, education and marketing communication — spotlighting Queensland’s iconic attractions and hidden gems to ensure memorable, repeat visits.”
Craig Davidson, CEO, Tourism and Events Queensland, said:
“This partnership with Thomas Cook India and SOTC Travel marks a powerful step forward in positioning Queensland as the preferred destination for Indian travellers. From the Great Barrier Reef to the Scenic Rim, Queensland offers unforgettable experiences all year round. Through joint marketing and education initiatives, we look forward to sharing ‘Australia’s Holiday Feeling’, found only in Queensland.”