New Delhi: In a significant step towards enhancing India’s global tourism footprint, the Ministry of Tourism 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 partnership seeks to combine the Ministry’s destination-promotion initiatives with Air India’s extensive domestic and international aviation network to increase India’s tourism visibility, strengthen inbound tourism and position the country as a leading global transit and travel hub.
MoU Signed in Presence of Union Tourism Minister
The MoU was signed in New Delhi in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat.
The event was attended by senior officials from both organisations, including:
- Bhuvnesh Kumar, Secretary, Ministry of Tourism
- Suman Billa, Additional Secretary and Director General (Tourism)
- Harikishore S, Joint Secretary, Ministry of Tourism
- Nipun Aggarwal, Chief Commercial Officer, Air India
- P. Balaji, Group Head – Governance, Risk, Compliance and Corporate Affairs, Air India
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The agreement is non-commercial, non-binding and non-exclusive, with no financial commitment from either party.
Joint Global Campaigns Under the Incredible India Brand
The collaboration establishes a structured framework for cooperation in several key areas, including tourism promotion, destination branding, international marketing, content development and stakeholder engagement.
The Ministry and Air India will jointly leverage their digital platforms, global outreach and communication channels to project India as a world-class tourism destination and attract a larger number of international visitors.
A key feature of the partnership will be the launch of joint global promotional campaigns under the Incredible Indiabrand. Both organisations will also explore co-branded marketing initiatives and destination storytelling across digital and offline platforms to showcase India’s diverse tourism offerings.
Tourism Content Across Air India’s Customer Platforms
As part of the collaboration, tourism-related content highlighting Indian destinations, culture and experiences will be integrated into Air India’s customer engagement platforms.
The airline will disseminate promotional content through various customer touchpoints, including its in-flight entertainment systems, enabling international travellers to discover Indian destinations even before they arrive in the country.
The two organisations will also work together with State Tourism Boards and other tourism stakeholders to promote destinations across different regions of India, ensuring wider participation in the national tourism promotion effort.
Branding Opportunities on Aircraft and Boarding Passes
The MoU also opens the door for exploring innovative branding opportunities across Air India’s platforms.
Subject to feasibility and mutual agreement, the Ministry and Air India will consider showcasing the Incredible Indiabrand through:
- Aircraft livery
- Boarding passes
- In-flight media
- Other customer-facing platforms
These initiatives are expected to enhance India’s tourism visibility among millions of domestic and international travellers.
Joint Working Group to Monitor Implementation
To ensure effective implementation of the partnership, a Joint Working Group (JWG) comprising representatives from the Ministry of Tourism and Air India will be constituted.
The group will identify new areas of collaboration, oversee the execution of proposed initiatives and periodically review the progress of activities undertaken under the MoU.
Agreement Valid for Two Years
The Memorandum of Understanding will remain in force for an initial period of two years from the effective date. It may be extended by one additional year with the mutual consent of both parties.
According to the Ministry, the collaboration is expected to provide a structured platform for strengthening India’s global tourism outreach, enhancing destination visibility and offering international travellers greater opportunities to explore the country’s rich cultural, historical and natural heritage through coordinated promotional efforts.
