Tourism Ministry-Thomas Cook India partner to improve visitor experience across destinations

Omnichannel travel services company Thomas Cook (India) Limited and the Ministry of Tourism (MoT) have entered into a partnership to enhance the experience of tourists across destinations in India. The collaboration was formalised via the signing of a memorandum of understanding (MoU) recently.

The MoU is a three-year agreement that will leverage direct and real-time traveller feedback to assess the quality of experience and identify areas in need of improvement at top tourist hotspots. According to a statement issued by Thomas Cook India, the initiative will focus on collecting verified insights on cleanliness, safety, accessibility, service standards, and overall visitor satisfaction.

As part of the partnership, Thomas Cook will implement a co-branded, Ministry-standardised feedback form across its platforms. The aim is to create a robust data pool that can inform decision-making and drive targeted interventions at key tourist destinations.

Also read | All six temples at Ram Janmabhoomi complex to open for devotees by October end

Sharing the Ministry’s vision behind the initiative, Suman Billa, Additional Secretary and Director General at the Ministry of Tourism said: “The idea behind this collaboration is to see how the Ministry of Tourism can collect real-time feedback from users at key destinations across the country. Our aim is to use this data as a foundation to identify and promote destinations that are able to provide great experiences. This marks the first step in a long journey ahead, and we hope this partnership proves fruitful for both of us."

Thomas Cook India will share aggregated feedback data with the ministry that will be used to support improvements in tourism infrastructure and service delivery across destinations. Highlighting the company's role in the partnership, Rajeev Kale, President and Country Head of Holidays, MICE, and Visa at Thomas Cook (India) Limited said, "With our extensive reach and deep understanding of Indian travellers, we are uniquely positioned to provide valuable insights on destination performance. Our collaboration will focus on gathering authentic feedback from our customers to empower the Ministry's efforts in enhancing the quality, safety, and sustainability of India's tourism offerings."

Meanwhile, in a broader message to mark World Tourism Day, Kale emphasised the need for responsible growth in the tourism sector. "On this World Tourism Day, we celebrate the transformative power of travel and its vital role in shaping a more sustainable future. India's tourism sector is on a remarkable trajectory, with a projected growth of 9.6% by 2028 and an expected 30.5 million international arrivals by 2030. But growth must go hand in hand with responsibility," he said.

Also read | 

World Tourism Day 2025: Jammu and Kashmir reopens 12 additional tourist hotspots for visitors

He added, “Our rich cultural heritage, breathtaking landscapes, and rapidly evolving infrastructure are not just attractions; they are the keys to transformative travel experiences. As Indian travellers shift toward longer, meaningful holidays, we at Thomas Cook have redefined what travel means to the consumer. By embracing trends like experiential travel, spiritual tourism, adventure and luxury travel for both Leisure and Corporate holidays, we continue to curate unforgettable journeys that resonate deeply with the spirit of India."