India’s Ministry of Tourism and Air India Limited signed a Memorandum of Understanding (MoU) on July 28, 2026, in New Delhi to develop a strategic framework for promoting India as a preferred global tourism destination under the Incredible India brand. Union Minister for Tourism and Culture Gajendra Singh Shekhawat attended the signing ceremony.
Scope and Nature of Partnership
The agreement establishes collaboration in areas including tourism promotion, destination branding, content development, international marketing, and stakeholder engagement. The partnership is non-commercial, non-binding, non-exclusive, and involves no financial commitments by either party. Both entities will use digital platforms, global networks, and outreach tools to increase India’s tourism
visibility and contribute to raising international tourist arrivals.
Joint global promotional campaigns under the Incredible India brand will be undertaken. Tourism-related content will be distributed via Air India’s customer touchpoints, such as in-flight entertainment systems. Engagement with State Tourism Boards and other tourism stakeholders across the country will facilitate promotion of diverse destinations.
Branding opportunities may include aircraft livery, boarding passes, and in-flight media, subject to mutual agreement and feasibility assessments.
Governance and Duration
A Joint Working Group composed of representatives from both the Ministry of Tourism and Air India will oversee the MoU’s implementation, identify cooperation areas, and periodically review the progress
of planned activities. The agreement is valid for an initial period of two years from the signing date and may be extended by one additional year with mutual consent.
Expected Impact on India’s Tourism
This collaboration aims to leverage the Ministry’s destination-promotion initiatives alongside Air India’s extensive domestic and international network to enhance India’s position as a global transit and travel hub. The joint efforts focus on increasing India’s tourism visibility worldwide through coordinated marketing campaigns and storytelling across digital and offline channels, strengthening inbound tourism and attracting international travelers.
