This assignment examines the significant role of the travel and tourism industry in boosting the economy. It focuses specifically on Thomas Cook, exploring how various internal and external factors contribute to its growth and development within the tourism sector. A SWOT analysis and market research are utilized to understand the company's performance, while highlighting the importance of different tourism types in Saint Petersburg, such as eco-tourism, food tourism, sports tourism, inbound, and outbound tourism. The assignment concludes by outlining necessary changes and adaptations required for Thomas Cook Group Plc to thrive within this dynamic industry.