New Delhi: The Union Minister for Culture and Tourism, Gajendra Singh Shekhawat, today inaugurated a series of multi-dimensional, high-impact initiatives at the Convention Centre of The Ashok, marking the joint celebration of 60 years of the India Tourism Development Corporation (ITDC) and 70 years of The Ashok Hotel.
Describing ITDC as a “multi-dimensional growth engine for India’s tourism and hospitality ecosystem,” the Minister underscored the organisation’s re-imagination strategy for the digital and metaverse age, aligned with the Prime Minister’s vision of Viksit Bharat @2047.
The celebration witnessed the launch of an extensive bouquet of physical, digital, intellectual, and institutional initiatives aimed at catalysing growth across the tourism and hospitality sector, in line with Union Budget 2026’s emphasis on Gen AI, immersive experiences, and smart digital infrastructure.
ITDC at 60: A Legacy of Tourism Leadership
Established in 1966, ITDC is a Schedule ‘B’ Mini-Ratna CPSE under the Ministry of Tourism. Over six decades, it has played a pioneering role in shaping India’s tourism infrastructure, hospitality standards, and international outreach.
As ITDC celebrates its Shashthipoorti (60 years), it continues to strengthen market leadership through modernization, institutional reforms, and technology-enabled transformation.
The Ashok Turns 70: A Diplomatic and Hospitality Landmark
Commissioned in 1956, The Ashok, ITDC’s flagship property and India’s only PSU-managed five-star luxury hotel, marks 70 years of distinguished service. Along with its sister property Hotel Samrat, it remains central to India’s diplomatic engagements, MICE tourism, and luxury hospitality.
The Ashok has received the National Tourism Award for Best Facilities for Differently Abled Persons and Best Hotel-Based Meeting Venue.
In collaboration with the India Post, a customised commemorative “My Stamp” postage sheet was released to honour The Ashok’s 70-year legacy.
Cultural, Digital and Heritage Launches
Comic Book with Amar Chitra Katha
ITDC unveiled “A Day at the Hotel” in partnership with Amar Chitra Katha, introducing students—especially from Tier 2, Tier 3 and rural India—to hospitality career opportunities. The initiative aligns with the proposed National Institute of Hospitality Management announced in Budget 2026–27.
QR-Enabled Postcard & Promotional Film
A stylized commemorative postcard embedded with a QR code was launched, enabling access to a digital film on The Ashok. A global promotional film showcasing The Ashok’s greens, microclimate, architecture, and modern amenities was also unveiled.
Heritage Coffee Table Book
A heritage publication, The Ashok Recipe Book Inspired by “Gyan Bharatam”, documenting state banquet menus served at Hyderabad House since 1975, was released—highlighting gastronomy as an instrument of cultural diplomacy.
Infrastructure and Hospitality Upgrades
- Refurbished swimming pools at Hotel Samrat, with upgraded adult and children’s facilities; memberships open mid-March.
- Renovated Aishwarya Gardens and launch of Airawat Outdoors to boost “Wed in India” and “Meet in India” segments.
- Introduction of standardized ITDC-branded prepaid gift vouchers for The Ashok, Hotel Samrat, and Kalinga Ashok.
Governance and Institutional Reforms
- Launch of ITDC Procurement of Goods & Services Manual 2026, replacing the 1997 edition, aligned with General Financial Rules and CVC guidelines.
- Introduction of Sound & Light Shows Manual 2026, making ITDC the only government body with a structured operational framework for heritage shows using projection mapping and QCBS evaluation systems.
- Unified ITDC Template for General Clauses 2026 to streamline tendering and agreements.
- Repositioning of The Ashok Institute of Hospitality & Tourism Management as Institute of Hotel Management (IHM) Ashok, aligning with the national IHM framework.
Immersive Sound & Light Shows Announced
Teasers were launched for five immersive Sound & Light Shows at:
- Leh
- Purana Qila
- Bundi
- Sarkhej Roza
- Udayagiri and Khandagiri Caves
These will use projection mapping, laser technology, and immersive storytelling to rejuvenate historic destinations.
Digital Expansion and Strategic Partnerships
Ashok Travels & Tours (ATT)
ATT unveiled a comprehensive physical and digital brochure positioning itself as a one-stop solution for bespoke tours, visa and passport services, concierge support, transport, ticketing, and premium accommodation.
ITDC also launched its online portal:
www.itdcbookings.in – a digital ecosystem for government ministries, PSUs, defence, and paramilitary forces.
MoU with Ministry of Tribal Affairs
An MoU was signed with the Ministry of Tribal Affairs to train 1,500 tribal homestay operators nationwide through IHM Ashok, focusing on hospitality standards, financial literacy, and digital operations.
Chalo India Campaign
A teaser for “Chalo India with Eric Ji” (Mizoram) was launched in partnership with NITI Aayog, promoting Mizoram’s tourism potential under the Prime Minister’s “Chalo India” initiative.
Towards Viksit Bharat @2047
The joint celebration symbolises ITDC’s transformation into a technology-enabled, governance-driven, experience-centric hospitality leader.
Through digital modernisation, immersive tourism initiatives, institutional reforms, and inclusive capacity building, ITDC aims to play a defining role in advancing India’s tourism ecosystem toward the vision of Viksit Bharat @2047.
About ITDC
The India Tourism Development Corporation (ITDC), established in October 1966, is a Public Sector Undertaking under the administrative control of the Ministry of Tourism. Operating primarily through its flagship brand, The Ashok Group of Hotels, ITDC provides a comprehensive 360-degree ecosystem for the tourism sector, including hospitality services, Ashok Travels & Tours for ticketing and transport, and the Ashok International Trade Division for duty-free shopping at seaports and airports.
Beyond core hospitality, it has diversified into tourism infrastructure engineering, event management, and education through the Ashok Institute of Hospitality & Tourism Management. As of 2026, ITDC continues to focus on digital transformation and asset optimisation while reporting strong financial performance, with the Government of India maintaining a majority shareholding of 87.03%.
