The Ministry of Tourism has signed a Memorandum of Understanding (MoU) with Air India to strengthen India's global tourism promotion under the Incredible India brand. The partnership aims to combine the Ministry's destination marketing initiatives with Air India's extensive domestic and international network to enhance the country's visibility among global travellers and increase inbound tourism.
The collaboration is non-commercial, non-binding and non-exclusive, with no financial commitment from either party. Instead, it establishes a strategic framework for coordinated tourism promotion and destination branding over the next two years.
Under the agreement, the Ministry of Tourism and Air India will launch joint promotional campaigns in international markets to showcase India as a preferred travel destination. The collaboration will focus on destination branding, tourism marketing, content development and stakeholder engagement across digital and offline platforms.
Tourism-related content will also be featured across Air India's customer touchpoints, including its in-flight entertainment system, enabling the airline to showcase India's cultural, heritage and leisure destinations to passengers worldwide.
The partnership is expected to leverage Air India's growing international connectivity to expand the reach of the Incredible India campaign and attract more foreign visitors.
The Ministry and Air India will work closely with State Tourism Boards and other tourism stakeholders to promote destinations across the country. They will also explore co-branded marketing opportunities across Air India's platforms, including aircraft livery, boarding passes and in-flight media, subject to feasibility and mutual agreement.
To ensure effective implementation, a Joint Working Group comprising representatives from both organisations will oversee the execution of the MoU, identify new collaboration opportunities and periodically review progress.
The MoU will remain in force for an initial period of two years, with the option to extend it by an additional year through mutual consent.
According to the Ministry of Tourism, the collaboration is expected to create a structured platform to strengthen India's global tourism outreach, improve destination visibility and offer international travellers greater opportunities to explore the country's diverse attractions through coordinated promotional efforts.
The partnership between the Ministry of Tourism and Air India marks a strategic step towards positioning India as a leading global tourism destination. By combining government-led tourism initiatives with the airline's international reach, the collaboration aims to enhance India's brand presence, attract more overseas visitors and support the long-term growth of the country's tourism sector.
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Published on: Jul 28, 2026, 11:06 AM IST
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