Ministry of Tourism, Air India Sign MoU to Promote India as Global Tourism Destination

The Ministry of Tourism has signed a Memorandum of Understanding (MoU) with Air India to strengthen India’s position as a preferred global tourism destination under the Incredible India brand.

The agreement was signed in New Delhi in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. Senior officials from the Ministry of Tourism and Air India also attended the event, including Tourism Secretary Bhuvnesh Kumar, Additional Secretary and Director General (Tourism) Suman Billa, Air India Chief Commercial Officer Nipun Aggarwal and Group Head for Governance, Risk, Compliance and Corporate Affairs P. Balaji.

The partnership will create a framework for cooperation in destination promotion, tourism branding, content development, international marketing and stakeholder engagement. By combining the Ministry’s tourism initiatives with Air India’s domestic and international network, the collaboration aims to improve India’s visibility in global markets, support inbound tourism and strengthen the country’s potential as a global travel and transit hub.

Under the agreement, both parties will explore joint international promotional campaigns under the Incredible India brand. They will also consider co-branded marketing initiatives and destination storytelling across digital and traditional platforms. Tourism-related content may be developed and distributed through Air India’s customer touchpoints, including its in-flight entertainment systems.

The initiative is expected to provide Indian destinations with greater access to international travellers by using the airline’s digital platforms, global reach and communication channels. The Ministry and Air India will also work with State Tourism Boards and other tourism stakeholders to promote destinations across different regions of the country.

Potential branding opportunities may include Air India’s aircraft livery, boarding passes and in-flight media, subject to feasibility and mutual agreement between the two parties. Such platforms could help showcase India’s cultural heritage, natural landscapes, spiritual centres, culinary traditions, business hubs and emerging tourism experiences to travellers from around the world.

The MoU is non-commercial, non-binding and non-exclusive. It does not involve any financial commitment from either party. A Joint Working Group comprising representatives from the Ministry of Tourism and Air India will oversee the implementation of the agreement, identify areas for cooperation and periodically review progress.

The MoU will remain valid for an initial period of two years from its effective date, with the possibility of a one-year extension through mutual consent.

The collaboration comes as India continues to focus on expanding international tourism and improving destination visibility. By bringing together national tourism promotion and airline-led global outreach, the partnership is expected to create a more coordinated approach to presenting India to international markets and encouraging travellers to explore a wider range of destinations across the country.