In a move to capitalize on the booming demand for sports tourism, Thomas Cook India, along with its group company SOTC Travel, has officially partnered with Cricket Australia to deliver an extraordinary travel experience for the upcoming Border-Gavaskar Trophy 2024/25. The two companies have curated a range of travel packages to cater to cricket enthusiasts, taking advantage of the iconic series between India and Australia. The matches, scheduled between November 22, 2024, and January 7, 2025, will cover five of Australia’s most notable cricket venues, including the legendary Melbourne Cricket Ground and the iconic Sydney Cricket Ground.

This partnership positions Thomas Cook India and SOTC Travel as licensed travel operators, offering not only match tickets but also creating travel packages that blend thrilling cricket with Australia’s stunning landscapes and cultural experiences. As sports tourism continues to rise, this collaboration promises a holistic experience with attractive group escorted tours, customized holidays, and MICE (Meetings, Incentives, Conferences, and Exhibitions) programs.

Experts have already highlighted the potential of sports tourism, citing that interest in events such as the Border-Gavaskar series has surged by seven times compared to previous quarters. Cricket, often regarded as a religion in India, has turned this series into a significant travel magnet. The series has generated a massive buzz, and travel operators are anticipating high volumes of Indian tourists.

Expert Opinion: The Surge of Sports Tourism

According to Rajeev Kale, President and Country Head of Holidays, MICE, and Visa at Thomas Cook India, the collaboration with Cricket Australia builds on the company’s successful track record of organizing travel for global cricket events. He mentioned that cricket fans could not only enjoy the test matches but also immerse themselves in unforgettable Australian experiences such as sunset kayaking under the Sydney Harbour Bridge, vineyard tours, and snorkeling in the Great Barrier Reef.

S.D. Nandakumar, President and Country Head for Holidays and Corporate Tours at SOTC Travel, emphasized the growing sports tourism market in India, which includes metropolitan cities and regional tier-2 and tier-3 markets. He added that their team has designed premium hospitality programs for corporate MICE segments that combine cricket with unique Australian adventures, such as Michelin-star dining in Melbourne and scenic drives along Australia’s Great Ocean Road.

This strategic partnership goes beyond cricket, allowing Indian travelers to explore Australia while enjoying the thrill of international cricket. Cricket Australia’s Rich Ostroff pointed out that this partnership represents a strengthening of the cultural bond between India and Australia through their shared love of the sport. Additionally, tourism boards such as Tourism Western Australia and Visit Victoria are eagerly looking forward to welcoming more Indian visitors, especially during marquee events like the Boxing Day Test at the Melbourne Cricket Ground.

Thomas Cook India and SOTC Travel have developed ready-to-book travel packages ranging from 4 to 10 nights, with flexible add-ons available. The offerings include some of Australia’s most iconic destinations such as Sydney, Cairns, Perth, and the Gold Coast. Travelers can experience Australia’s vibrant cosmopolitan culture while attending the much-anticipated cricket matches.

As interest in the Border-Gavaskar Trophy continues to grow, these travel packages are expected to become increasingly popular. Cricket fans, multi-generational families, corporate groups, and even couples are flocking to book their spots for what promises to be an unforgettable experience. Whether you’re in it for the love of cricket or the allure of Australia’s beauty, this partnership ensures an incredible blend of sports and travel, capturing the very essence of sports tourism.

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