Maximizing on the growing demand for Sports tourism

Thomas Cook (India) Limited, India’s omnichannel travel services company, and its Group Company, SOTC Travel have partnered with Cricket Australia for the highly anticipated Border-Gavaskar Trophy 2024/25. On the back of the collaboration, the Companies’ have curated exceptional products offering cricket aficionados an unforgettable travel experience centered around the 5 thrilling Test matches from November 22, 2024 – January 7, 2025. The matches include the coveted Boxing Day fixture at the hallowed MCG (Melbourne Cricket Ground), the iconic Gabba at Brisbane and Sydney Cricket Ground.

Thomas Cook India and SOTC Travel have been granted the right to operate as Licensed Travel Operators for the 2024-25 International Summer of Cricket fixture which includes the Border-Gavaskar Trophy 2024-25. The agreement covers product development, marketing and promotions, booking services for travel programs that incorporate match tickets and ancillary services. The Companies’ intend to target a wide range of segments including Leisure, B-Leisure and MICE.

For Indians, Cricket is akin to a religion. Hence the upcoming Border-Gavaskar series offers a unique opportunity, not just to cricket fans, but also groups of friends, multi-generational families, couples, as well as India Inc.’s powerful MICE segment. The fierce rivalry between the two great cricketing nations has already seen a 7x surge in interest for the quarter compared to the previous with respect to online searches for the Border Gavaskar Trophy.

To maximize on the partnership, Thomas Cook and SOTC Travel have curated a range of attractive group and customized tours around the 5 Border-Gavaskar Test matches including top destinations such as Sydney, Cairns, Gold Coast, Perth, Melbourne and Adelaide. The Thomas Cook and SOTC ready-to-book holidays range from 4-10 nights with the option of flexible add-ons. The portfolio enables customers to immerse themselves in both thrilling cricketing action and experience Australia’s stunning landscapes, vineyard tours and gastronomy, private yachting, 360 degree tours by helicopter, scenic self-drive tours and vibrant cosmopolitan culture and nightlife.

In addition to the special Border-Gavaskar products, customers who have booked Thomas Cook and SOTC tours to Australia can also include tickets to the 5 Test matches.

Rajeev Kale – President & Country Head, Holidays, MICE, Visa – Thomas Cook (India) Limited said: “We are delighted to announce our partnership with Cricket Australia for the exciting Border-Gavaskar Trophy 2024/25. Building on our successful track record of operating group tours and customized holidays for major global cricketing events and the rising interest in sports tourism over the last few years, we’ve crafted an exceptional Border-Gavaskar portfolio to leverage this demand. This includes not only the 5 Test matches but also unique Australian experiences like sand boarding, sunset kayaking under the Sydney Harbor Bridge, snorkeling in the Great Barrier Reef, vineyard tours, dolphin watching on the Moonshadow Cruise, stargazing, Michelin-star dining in Melbourne, and scenic drives along the Great Ocean Road and South West Edge.”

S.D. Nandakumar, President and Country Head – Holidays and Corporate Tours, SOTC Travel Limited, said: “We are honoured to have Cricket Australia select SOTC Travel as a Licensed Travel Operator for the Border-Gavaskar Test series. As we celebrate 75 years of delivering exceptional travel services, this partnership underscores our commitment to delivering remarkable travel experiences by blending the thrill of cricket with the adventure of exploring Australia. Maximizing on the growing interest in sports tourism across India, our unique tours cater to both metros and regional tier2-3 markets of India. Additionally, we look forward to designing premium hospitality programs for our corporate MICE segment. At SOTC we believe nobody understands the Indian consumer better than us and we have and have crafted programs featuring diverse Australian experiences centered around cricket.”

Rich Ostroff, Acting EGM Broadcast & Commercial at Cricket Australia, said: “This collaboration with Thomas Cook India and SOTC Travel is all about enhancing the travel experience for cricket fans heading to Australia for the Border-Gavaskar Trophy Series. Our shared love for cricket is a key part of the strong connection between Australia and India, and this partnership is one of many travel operator partnerships that will make that bond even stronger.”

Steph Underwood, Acting Managing Director, Tourism Western Australia, said, “India remains a key market for Tourism Western Australia, and we are proud to partner with Thomas Cook to enhance our engagement with travellers from India and showcase the beauty and diversity of Western Australia – the Dream State. Tourism Western Australia was also proud to collaborate with Australian cricket legend Adam Gilchrist and his son Harry on our recent campaign promoting day trips from Perth which showcases the stunning landscapes and diverse attractions of the Swan Valley, Rockingham, the Pinnacles, and Perth, inviting travellers from India to discover the wonders of our state. ‘Drive the Dream’ with Adam Gilchrist was launched ahead of the highly anticipated West Test this November, the opening cricket series of the summer between Australia and India at Perth’s award-winning Optus Stadium.”

Shae Keenan, Visit Victoria Chief Marketing Officer, shared: “We look forward to welcoming even more Indian visitors to Victoria through our partnership with Thomas Cook and SOTC Travel. There will be simply nothing like the magical atmosphere of the Boxing Day Test at Melbourne’s iconic MCG, which kicks off Melbourne’s incredible events – highlights include the Australian Open, Formula 1® Australian Grand Prix and Melbourne Food & Wine Festival showcasing our sporting, culinary and creative credentials.”