Domestic tourism growth is increasingly being shaped by how effectively destinations align vision with distribution. In a move that reflects this shift, Thomas Cook (India) Limited has formalised a strategic partnership with the Government of Gujarat to amplify the State’s tourism appeal across India through coordinated promotion and trade engagement.
The Memorandum of Understanding (MoU) was signed on 12 January 2026 at Marwadi University, Rajkot, on the sidelines of the Vibrant Gujarat Summit 2026. The agreement brings together Thomas Cook India’s nationwide omnichannel distribution and destination marketing capabilities with Gujarat Tourism’s development and promotion agenda.
Rajeev Kale, President and Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, said, “We are honoured to sign this MoU with the Government of Gujarat and partner with a State that sets a strong benchmark for growth and collaboration. This partnership is perfectly timed, as Gujarat continues to strengthen its position on India’s tourism map — anchored by iconic attractions such as Gir Forest, the Rann of Kutch, and the Statue of Unity, alongside its rich cultural heritage, spiritual centres, diverse wildlife experiences, and a growing portfolio of lesser-known yet compelling destinations across the State.”
Driving destination visibility and advocacy
The MoU aims to enhance Gujarat’s visibility and consideration among Indian travellers through focused destination promotion initiatives. The partnership will also prioritise structured training and knowledge-building programmes for Thomas Cook India’s travel experts and channel partners, enabling stronger destination advocacy and higher conversion.
By combining consumer insights, product development expertise, and targeted marketing strategies, the collaboration seeks to stimulate increased arrivals and deeper engagement across Gujarat’s heritage, culture, spirituality, wildlife, nature, and experiential travel offerings.
Omnichannel approach to leisure and MICE growth
As part of the agreement, the Government of Gujarat will support Thomas Cook India in obtaining necessary permissions, registrations, approvals, and clearances, in line with existing State policies and regulations.
Kale added, “Our intent is to drive a multi-pronged strategy spanning leisure, MICE, and BLeisure travel, while leveraging Thomas Cook India’s omnichannel — phygital clicks-and-bricks — model and our loyal consumer base. Backed by our consumer insights, engagement platforms, and on-ground expertise, we look forward to working closely with Gujarat Tourism to stimulate visitation and contribute meaningfully to the sustained growth of tourism in the State.”
Strengthening domestic tourism momentum
The collaboration reflects Gujarat’s continued push to diversify its domestic tourism portfolio and attract higher-yield travellers beyond traditional circuits. With improved connectivity, large-scale infrastructure development, and growing interest in experiential travel, the State is positioning itself as a year-round destination for leisure, business, and incentive travel.
Through this MoU, both partners aim to translate destination awareness into measurable growth, reinforcing Gujarat’s standing on India’s domestic tourism map while creating long-term value for travellers and stakeholders alike.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
