New Delhi, India: The Ministry of Tourism and Air India have entered into a strategic partnership to jointly promote India as a preferred global travel destination. The Memorandum of Understanding (MoU), signed in New Delhi, establishes a collaborative framework to expand destination branding and tourism outreach under the Incredible India initiative.
The agreement was signed in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. The event was attended by Bhupinder Kumar, Secretary, Ministry of Tourism; Shri 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 senior officials from both organisations.
According to the Ministry, the collaboration will combine the government’s destination promotion initiatives with Air India’s domestic and international network to improve India’s visibility in global tourism markets. The partnership is non-commercial, non-binding and non-exclusive, with no financial commitment from either party.
Under the MoU, the Ministry and Air India will jointly undertake international promotional campaigns, develop co-branded destination marketing initiatives and create tourism-focused content for digital and offline platforms. Air India will also use customer touchpoints, including its in-flight entertainment system, to showcase tourism-related content highlighting destinations across India.
The collaboration also envisages engagement with State Tourism Boards and other tourism stakeholders to promote destinations nationwide. The two organisations will explore branding opportunities through Air India’s digital platforms, loyalty programme, boarding passes, in-flight media and other mutually agreed channels.
To oversee implementation, a Joint Working Group comprising representatives from both the Ministry and Air India will identify collaboration opportunities, monitor ongoing initiatives and periodically review progress.
The MoU will remain valid for an initial period of two years and may be extended by one additional year with the mutual consent of both parties.
The Ministry said the partnership is expected to strengthen India’s global tourism outreach, enhance destination visibility and create more opportunities for international travellers to explore the country through coordinated promotional campaigns.
Source: This article is based on an official press release issued by the Press Information Bureau, Ministry of Tourism, Government of India
Press Release Page | Press Information Bureau
