The Voice of Chandigarh | Travel Trade Reporter

The Ministry of Tourism in New Delhi signed a Memorandum of Understanding (MoU) with Air India Limited to establish a strategic framework to promote India as a preferred global tourism destination under the Incredible India brand.

The event was held in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. It was also attended by 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; and P. Balaji, Group Head – Governance, Risk, Compliance and Corporate Affairs, Air India, along with other senior officials from the Ministry of Tourism and Air India.

The collaboration aims 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, strengthen inbound tourism and position the country as a global transit and travel hub. The partnership is non-commercial, non-binding and non-exclusive, with no financial commitment on either party.

Speaking on the occasion, Union Minister for Tourism and Culture Gajendra Singh Shekhawat said, “The objective of this partnership is to ensure that passengers travelling to India on Air India flights receive information about the country’s diverse tourism offerings and have greater opportunities to discover India during their journey. Such initiatives will give a new impetus to Indian tourism and provide visitors with a smoother and more seamless travel experience.”

The MoU establishes a framework for collaboration between the Ministry of Tourism and Air India in areas including tourism promotion, destination branding, content development, international marketing and stakeholder engagement. They will leverage their digital platforms, global networks and outreach capabilities to promote India as a world-class tourism destination and contribute to increasing international tourist arrivals.

As part of the collaboration, the Ministry of Tourism and Air India will undertake joint global promotional campaigns under the Incredible India brand and explore co-branded marketing and destination storytelling across digital and offline platforms. Tourism-related content will also be developed and disseminated through Air India’s customer touchpoints, including its in-flight entertainment platforms.

The partnership envisages exploring a co-branded “Visit India Pass” for international travellers, as well as stopover initiatives to facilitate transit tourism and encourage travellers transiting through India to experience the country’s tourism offerings. The two organisations will also jointly participate in international travel fairs, roadshows, familiarisation visits and trade events.

The Ministry and Air India will engage with State Tourism Boards and other tourism 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 MoU, identify potential areas of collaboration and periodically review the progress of the proposed activities.

The MoU does not entail any financial commitment on either party. Each organisation will bear its own costs, while specific collaborative initiatives will be undertaken through separate approvals and arrangements, wherever required.

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 the mutual consent of both parties.

The partnership is expected to provide a structured platform for strengthening India’s global tourism outreach, enhancing destination visibility and offering international travellers greater opportunities to discover the country through coordinated promotional efforts.