On July 28, 2026, the Tourism Ministry of India and Air India Limited signed a Memorandum of Understanding (MoU) in New Delhi to jointly promote India as a leading international tourism destination under the Incredible India brand. Union Minister for Tourism and Culture Gajendra Singh Shekhawat attended the signing ceremony.
The MoU sets a strategic framework for cooperation between the Ministry and Air India in several areas including tourism promotion, destination branding, content creation, international marketing, and stakeholder engagement. The agreement outlines a non-commercial, non-binding, and non-exclusive partnership with no financial obligations for either party.
A Joint Working Group composed
of representatives from both the Tourism Ministry and Air India will monitor the MoU’s implementation, identify collaboration opportunities, and conduct periodic progress reviews. The agreement is initially effective for two years, with an option to extend for an additional year by mutual consent.
Under the collaboration, joint global promotional campaigns will be conducted using the Incredible India brand. The partnership will explore co-branded marketing and destination storytelling across digital and offline media. Tourism-related content will be developed and integrated into Air India’s customer touchpoints, including in-flight entertainment platforms.
Engagement with State Tourism Boards and other relevant stakeholders will support the
promotion of Indian destinations nationally. The MoU also includes provisions to examine branding opportunities on Air India’s assets such as aircraft livery, boarding passes, and in-flight media, pending feasibility assessments and agreements.
The partnership aims to enhance India’s visibility as a tourism destination globally by combining the Ministry’s promotional initiatives with Air India’s extensive domestic and international flight network. It is expected to strengthen inbound tourism and position India as a global transit and travel hub, offering international travelers increased exposure to India through coordinated marketing efforts.
