Tourism Ministry, Air India Sign MoU to Promote India as Global Tourism Destination
New Delhi, July 27 (TNT): The Ministry of Tourism on Monday signed a Memorandum of Understanding (MoU) with Air India Limited to establish a strategic framework for promoting India as a preferred global tourism destination under the Incredible India brand.
The MoU was signed in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. Senior officials from the Ministry of Tourism and Air India, including Tourism Secretary Bhuvnesh Kumar, Additional Secretary and Director General (Tourism) Suman Billa, Joint Secretary Harikishore S, Air India Chief Commercial Officer Nipun Aggarwal and Group Head–Governance, Risk, Compliance and Corporate Affairs P. Balaji, attended the event.
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 transit and travel hub.
The collaboration is non-commercial, non-binding and non-exclusive, with no financial commitments from either side.
Under the MoU, the Ministry of Tourism and Air India will work together in areas including tourism promotion, destination branding, content creation, international marketing and stakeholder engagement.
The partners will utilise their digital platforms, global networks and outreach capabilities to promote India as a world-class tourism destination.
As part of the initiative, joint global promotional campaigns will be undertaken under the Incredible India brand. The partners will also explore co-branded marketing initiatives and destination storytelling across digital and offline platforms.
Tourism-related content will be developed and showcased through Air India’s customer engagement platforms, including its in-flight entertainment systems, to provide travellers with greater awareness of India’s destinations.
The Ministry and Air India will collaborate with State Tourism Boards and other stakeholders to promote destinations across the country.
Branding opportunities across Air India’s platforms, including aircraft livery, boarding passes and in-flight media, will also be explored based on feasibility and mutual agreement.
A Joint Working Group comprising representatives from the Ministry of Tourism and Air India will oversee implementation of the MoU, identify collaboration opportunities and periodically review progress.
The MoU will remain valid for an initial period of two years from the effective date and may be extended by one additional year with mutual consent.
The partnership is expected to provide a structured platform for expanding India’s global tourism outreach, enhancing destination visibility and encouraging international travellers to explore the country’s diverse tourism offerings.
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