Tourism Ministry, Air India Sign MoU to Boost Global Tourism
Partnership under Incredible India aims to strengthen destination branding, international outreach and inbound tourism
- Ministry of Tourism signs MoU with Air India in New Delhi.
- Partnership to promote India globally under the Incredible India brand.
- Joint campaigns, destination branding and tourism content to be developed.
- MoU valid for two years with an option to extend by one year.
GG news Bureau
New Delhi, 27th July: The Ministry of Tourism on Monday signed a Memorandum of Understanding (MoU) with Air India to promote India as a preferred global tourism destination under the Incredible India brand.
The MoU was signed in New Delhi in the presence of Union Tourism and Culture Minister Gajendra Singh Shekhawat, along with senior officials from the Ministry of Tourism and Air India.
The partnership aims to combine the Ministry’s destination promotion initiatives with Air India’s extensive domestic and international network to enhance India’s tourism visibility, strengthen inbound tourism and position the country as a global travel and transit hub. The collaboration is non-commercial, non-binding and does not involve any financial commitment by either party.
Under the agreement, both organisations will collaborate on global promotional campaigns, destination branding, content development, international marketing and stakeholder engagement. They will leverage digital platforms and global outreach networks to showcase India as a world-class tourism destination.
Tourism-related content will also be promoted through Air India’s customer touchpoints, including its in-flight entertainment platforms, while both sides will explore co-branded marketing campaigns and destination storytelling across digital and offline platforms.
The Ministry and Air India will work with State Tourism Boards and other stakeholders to promote destinations across the country. They will also examine branding opportunities through Air India’s 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 implementation of the MoU, identify new areas of collaboration and periodically review progress.
The agreement will remain valid for an initial period of two years, with a provision to extend it by one additional year through mutual consent. The Ministry said the partnership is expected to strengthen India’s global tourism outreach, enhance destination visibility and attract more international visitors through coordinated promotional efforts.
