SOTC Travel Plans Regional Expansion to Capitalize on Pilgrimage and Wellness Tourism in India: Know More About This

Published on July 6, 2025

SOTC Travel, Thomas Cook (India) subsidiary, charts its own trajectory to double-figure growth by keeping regional expansion in its radius of concern and capitalizing on the emerging trends in the tourism sector in India. Under the leadership of Managing Director & CEO Vishal Suri, the company looks to gain substantial ground through expansion in its physical and online footprint and ensuring that it taps into the growing popularity in pilgrimage tourism and wellness vacations. As the travel landscape continues to transform in all directions, SOTC looks to capture the various and evolving requirements of the contemporary Indian traveler to ensure its product offering resonates with regional India.

Suri’s long-term vision for the business is to move to newer markets, in particular regional markets with Indians being keener to explore domestic destinations and newer holiday experiences. From pilgrimage travel to wellness holidays, SOTC’s regional expansion strategy is a direct recognition of the evolving Indian traveler’s need for spiritual travel, wellness travel, and experience travel.

The Growth of Pilgrimage Tourism in India

One of the most striking trends that SOTC is focusing on is pilgrimage tourism, particularly as interest in religious and spiritual travel grows in India. The pilgrimage market in India is vast, and according to the Indian Ministry of Tourism, millions of Indians travel to religious sites each year, making it a highly lucrative segment for travel companies. SOTC Travel, under Suri’s leadership, has recognized the immense potential of pilgrimage tourism, especially during the Shravan season, which sees a surge of pilgrims visiting the sacred 12 Jyotirlingas across the country.

The Jyotirlingas, a collection of shrines dedicated to Lord Shiva, attract devotees from all over the country, and with increasing disposable incomes, this segment is witnessing more affluent travelers opting for customized pilgrimage tours. SOTC Travel plans to offer specialized packages tailored to the needs of spiritual tourists, ensuring a seamless, well-curated journey that enhances the religious experience. These tours are designed not only for the spiritual and cultural experience but also to cater to the modern-day traveler who seeks comfort, luxury, and convenience while on their religious journey.

The company’s dedication to pilgrimage tourism is part of a broader strategy to cater to the growing demand for religious travel. According to the Ministry of Tourism, India’s pilgrimage tourism is a key contributor to the overall tourism revenue, and SOTC aims to position itself as a leader in providing premium pilgrimage travel solutions that offer a blend of spirituality and modern comforts. This strategy is expected to significantly boost the company’s regional presence as it taps into both the domestic demand and the influx of international travelers, particularly the Indian diaspora.

Wellness Tourism: A Rising Trend

Another key focus for SOTC Travel is the booming wellness tourism sector. As wellness trends continue to grow, India is increasingly seen as a global hub for wellness retreats, with places like Kerala, Goa, Gokarna, and Rishikesh attracting visitors seeking yoga, Ayurveda, and holistic healing experiences. This demand is driven by not only Indians but also international tourists looking for authentic wellness experiences rooted in India’s ancient traditions of yoga and Ayurveda.

SOTC Travel’s regional expansion plans include a robust offering of wellness tourism packages, which will include curated experiences for travelers looking for rejuvenation, healing, and personal well-being. With a significant rise in domestic tourism due to increased awareness and a shift towards health-conscious travel, SOTC aims to capitalize on the wellness retreat market. Kerala’s tranquil backwaters, Goa’s serene beaches, Gokarna’s spiritual charm, and Rishikesh’s yoga retreats are all part of SOTC’s portfolio as the company seeks to meet the demand for wellness tourism, which continues to gain traction, particularly among millennials, couples, and professionals.

The wellness tourism market is not only a growing segment but also one that aligns perfectly with the modern traveler’s desire for holistic well-being. Wellness tourists are looking for more than just a destination—they seek a transformative experience that rejuvenates the mind, body, and soul. By offering tailor-made wellness packages that combine the benefits of Ayurveda, yoga, meditation, and healthy eating, SOTC aims to deliver comprehensive wellness journeys that leave lasting impacts on the travelers. This trend is likely to play a central role in the company’s ambitious goal of double-digit growth over the coming years.

Technological Investments and Strategic Partnerships

In addition to regional expansion and targeting emerging tourism segments, SOTC Travel is focusing on enhancing its digital capabilities to better serve its customers. With an increasing number of Indian travelers turning to online platforms for trip planning, SOTC is investing heavily in its digital presence, offering a seamless user experience for booking tours, exploring new destinations, and interacting with customer service teams. The company aims to provide digital solutions that make the travel experience more convenient, personalized, and responsive.

SOTC Travel’s strategy includes integrating artificial intelligence and data analytics to provide customized travel recommendations based on users’ preferences and past travel experiences. By using cutting-edge technology, SOTC hopes to enhance its competitive edge in the regional market, providing both international and domestic travelers with more tailored and dynamic travel options. This digital transformation will go hand-in-hand with their physical presence, ensuring that customers have access to comprehensive travel services both online and offline.

In line with its growth strategy, SOTC is also looking at expanding its partnerships with local businesses, hotels, transport providers, and service providers. These collaborations will help the company offer integrated travel solutions that enhance the convenience and experience for travelers. Furthermore, these partnerships will enable SOTC to broaden its service offerings in regional India, ensuring the company can cater to the increasingly diverse demands of the modern traveler.

Catering to Changing Consumer Preferences

As the tourism market evolves, so do consumer preferences. Indian travelers, particularly millennials, couples, and professionals, are seeking more personalized, experiential, and meaningful travel. SOTC Travel’s regional expansion strategy is designed to cater to these emerging demands by providing unique, tailor-made experiences that blend adventure, spirituality, wellness, and luxury.

The trend toward experiential travel is particularly strong, with more Indians looking for off-the-beaten-path destinations that provide authentic experiences rather than the conventional tourist spots. SOTC Travel aims to meet this growing demand by offering a variety of regional tours that focus on providing enriching, immersive experiences. These include adventure tourism, cultural experiences, and offbeat destinations that showcase the diversity of India’s vast regions.

SOTC is also working to cater to the rise of “seacations” and cruises, which have become popular as new forms of vacationing. With a rising middle class, cruise tourism is rapidly gaining popularity, and SOTC intends to tap into this market by offering specially curated cruise packages to destinations across the Indian Ocean and beyond.

The Future of SOTC Travel
Regional growth and interest in emerging themes like pilgrimage tourism, wellness vacations, and experience travel by SOTC Travel will significantly impact the Indian travel market. Through its further investments in technology and partnerships, the firm is well placed to grow its share in regional markets where huge untapped potential lies.
Its ambitious double-digit growth target in the March-ended financial year is a testament to the euphoria that is powering its regional expansion agenda. As Indians increasingly opt for travel products that take care of their spiritual, physical, and emotional needs, SOTC is in a good position to dictate the future trajectory of Indian tourism.

Sources: Ministry of Tourism, Government of India, India Brand Equity Foundation (IBEF), SOTC Travel Official Website, World Travel & Tourism Council (WTTC), Indian Cruise Lines Association