The Ministry of Tourism on Monday signed a Memorandum of Understanding (MoU) with Air India to establish a strategic partnership aimed at promoting India as a preferred global tourism destination under the Incredible India campaign.
The MoU was signed in New Delhi in the presence of Union Tourism and Culture Minister Gajendra Singh Shekhawat.
The collaboration seeks to leverage the Ministry of Tourism’s destination promotion initiatives and Air India’s extensive domestic and international network to enhance India’s tourism visibility, boost inbound tourism and position the country as a global travel and transit hub.
According to the ministry, the partnership is non-commercial, non-binding and non-exclusive, with no financial commitment from either party.
Under the agreement, the Ministry of Tourism and Air India will collaborate on tourism promotion, destination branding, content development, international marketing and stakeholder engagement. Both organisations will utilise their digital platforms, global networks and outreach capabilities to promote India as a world-class tourism destination and help increase international tourist arrivals.
The two entities will also undertake joint global promotional campaigns under the Incredible India brand and explore co-branded marketing initiatives and destination storytelling across digital and offline platforms. Tourism-related content will be developed and disseminated through Air India’s customer touchpoints, including its in-flight entertainment system.
The ministry and the airline will work with state tourism boards and other stakeholders to promote destinations across the country. They will also explore branding opportunities across Air India’s platforms, including aircraft livery, boarding passes and in-flight media, subject to feasibility and mutual agreement.
A Joint Working Group comprising representatives of the Ministry of Tourism and Air India will oversee the implementation of the agreement, identify new areas of collaboration and periodically review the progress of proposed initiatives.
The MoU will remain valid for an initial period of two years and may be extended by one additional year with the mutual consent of both parties.
The ministry said the partnership is expected to provide a structured framework for strengthening India’s global tourism outreach, enhancing destination visibility and offering international travellers greater opportunities to explore the country through coordinated promotional efforts.
The event was attended by Tourism Secretary Bhuvnesh Kumar, Additional Secretary and Director General (Tourism) Suman Billa, Joint Secretary Harikishore S, Air India Chief Commercial Officer Nipun Aggarwal, Group Head (Governance, Risk, Compliance and Corporate Affairs) P. Balaji, and other senior officials from the ministry and the airline.
