Thomas Cook (India) and its group company, SOTC Travel, have signed a long-term memorandum of understanding with Tourism and Events Queensland to encourage travel from India to Queensland, Australia.

The agreement will cover content, education and training programmes and joint marketing, using Thomas Cook India and SOTC Travel’s digital platforms and retail network to promote Queensland as a destination for leisure, meetings and incentives, business and sports tourism across metro and regional markets in India.

The agreement was signed by senior leadership from Thomas Cook (India) and SOTC Travel with Katie Mills, international director at Tourism and Events Queensland, in the presence of David Crisafulli, premier of Queensland and minister for veterans.

Queensland offers a range of experiences for visitors, from UNESCO World Heritage sites such as the Great Barrier Reef and the Daintree Rainforest to the Gold Coast’s beaches and theme parks, the Whitsundays’ island stays and sailing, and Brisbane’s riverfront precincts and dining. Cairns and Port Douglas serve as gateways for reef and rainforest exploration. The state attracts families, couples, younger travellers and business groups, with sports tourism also a focus, including interest in cricket and the 2032 Brisbane Olympic Games.

Craig Davidson, CEO of Tourism and Events Queensland, commented: “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. 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.”

“Our intent is to create innovative, immersive, experience-led itineraries that appeal to our range of segments across multi-generational families, millennials and Gen Z, couples, working professionals and our powerful MICE corporates,” said Rajeev Kale, president and country head – holidays, MICE, Visa, Thomas Cook (India).

S D Nandakumar, president and country head – holidays and corporate tours, SOTC Travel, added: “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.”