New Delhi, July 28 (APAC Media): The Ministry of Tourism on Monday signed a Memorandum of Understanding (MoU) with Air India to jointly promote India as a preferred global tourism destination under the Incredible India brand.
The partnership aims to strengthen the country’s international tourism outreach by combining destination promotion with Air India’s extensive domestic and global network.
The MoU was signed in New Delhi in the presence of Union Tourism and Culture Minister Gajendra Singh Shekhawat, along with senior officials from the Ministry of Tourism and Air India.
Partnership to Boost Global Tourism Promotion
The collaboration seeks to enhance India’s visibility in international markets, increase inbound tourism and position the country as a leading global travel and transit hub.
According to the Ministry, the agreement is non-commercial, non-binding and non-exclusive, with no financial commitment from either organisation.
Joint Campaigns Under the Incredible India Brand
As part of the partnership, the Ministry of Tourism and Air India will collaborate on:
- Global tourism promotion
- Destination branding
- Content development
- International marketing campaigns
- Stakeholder engagement
Both organisations will leverage their digital platforms and international outreach to showcase India’s diverse tourism offerings and encourage higher international tourist arrivals.
Joint Working Group to Oversee Implementation
A Joint Working Group (JWG) comprising representatives from the Ministry of Tourism and Air India will be established to monitor the implementation of the MoU, identify new collaboration opportunities and periodically review the progress of various initiatives.
The agreement will remain valid for an initial period of two years, with an option to extend it by one additional year through mutual consent.
The Ministry said the partnership will provide a structured framework to strengthen India’s global tourism outreach, improve destination visibility and offer international travellers greater opportunities to explore the country’s diverse tourism experiences.
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