Air India Partnership to Boost Indian Tourism Growth

The Ministry of Tourism and Air India have signed a two-year MoU to promote India globally under the Incredible India brand through joint campaigns, destination marketing, stopover tourism, and enhanced international traveller engagement.

The Ministry of Tourism has signed a Memorandum of Understanding (MoU) with Air India Limited to strengthen India's global tourism promotion under the Incredible India brand. Signed in New Delhi in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat, the partnership establishes a strategic framework to showcase India as a preferred global travel destination by leveraging Air India's extensive domestic and international network alongside the Ministry's destination promotion initiatives.

The signing ceremony was attended by senior officials from both organisations, including Tourism Secretary Bhuvnesh Kumar, Additional Secretary and Director General (Tourism) Suman Billa, Joint Secretary Harikishore S, Air India Chief Commercial Officer Nipun Aggarwal, and Group Head – Governance, Risk, Compliance and Corporate Affairs P. Balaji. The collaboration is non-commercial, non-binding, and non-exclusive, with no financial commitment from either party.

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Addressing the event, Union Minister Gajendra Singh Shekhawat said the partnership aims to ensure that passengers travelling to India on Air India flights receive comprehensive information about the country's diverse tourism attractions. He noted that the initiative will encourage international travellers to explore India more extensively while delivering a smoother and more seamless travel experience. The Minister added that the collaboration is expected to provide fresh momentum to India's tourism sector and strengthen the country's position as a leading global destination.

Under the agreement, the Ministry of Tourism and Air India will work together on destination branding, tourism promotion, international marketing, content development, and stakeholder engagement. Both organisations will utilise their digital platforms, global outreach capabilities, and communication channels to enhance India's visibility among international travellers and support higher inbound tourist arrivals.

The collaboration also includes joint global promotional campaigns under the Incredible India brand, with co-branded marketing initiatives and destination storytelling across digital and offline platforms. Tourism-related content highlighting India's cultural heritage, natural attractions, and travel experiences will be showcased through Air India's customer touchpoints, including its in-flight entertainment systems and onboard communication channels.

A key feature of the partnership is the proposal to develop a co-branded "Visit India Pass" for international travellers. The two organisations will also explore stopover tourism initiatives that encourage passengers transiting through India to extend their stay and experience the country's tourism offerings. Additionally, they will jointly participate in international travel fairs, roadshows, familiarisation visits, and tourism trade events to promote India in key global markets.

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The Ministry and Air India will further collaborate with State Tourism Boards and other stakeholders to promote destinations across the country. They will also examine 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 from both organisations will oversee the implementation of the MoU, identify new areas of cooperation, and periodically review progress.

The MoU will remain valid for an initial period of two years, with the option of a one-year extension through mutual consent. By combining the government's tourism promotion efforts with Air India's global connectivity, the partnership is expected to enhance India's international tourism outreach, improve destination visibility, and position the country as a major global tourism and transit hub.