On July 27, 2026, the Tourism Ministry of India and Air India Limited signed a Memorandum of Understanding (MoU) to promote India as a global tourism destination under the Incredible India brand. Union Minister for Tourism and Culture Gajendra Singh Shekhawat was present at the signing event. The non-commercial, non-binding, and non-exclusive agreement creates a strategic framework to enhance India’s international tourism visibility and strengthen inbound tourism.
Scope of Collaboration and Joint Initiatives
The MoU covers tourism promotion, destination branding, content development, international marketing, and engagement with partners and stakeholders. Air India will leverage its extensive domestic and international flight network alongside the Ministry of Tourism’s
initiatives to expand outreach. Joint global promotional campaigns under the Incredible India brand will be undertaken, including co-branded marketing and destination storytelling across digital and offline platforms. Tourism-related content will be shared via Air India’s customer touchpoints such as in-flight entertainment systems. Further, branding opportunities on Air India’s aircraft livery, boarding passes, and in-flight media will be explored subject to mutual agreement and feasibility.
Organizational Framework and Duration
A Joint Working Group comprising representatives from the Ministry and Air India will oversee the MoU’s implementation, identify new collaboration areas, and periodically review progress. The MoU is initially valid for two years from the effective
date and may be extended by one additional year by mutual consent. The partnership involves no financial commitments from either party.
Expected Outcomes for India’s Tourism Promotion
The partnership aims to provide a structured platform to strengthen India’s global tourism outreach and enhance destination visibility. By combining the Ministry’s destination-promotion efforts with Air India’s international network, the collaboration is expected to increase international tourist arrivals and reinforce India’s positioning as a world-class travel hub. Engagement with State Tourism Boards and tourism stakeholders will further promote multiple destinations throughout India.
