The Ministry of Tourism signed a Memorandum of Understanding with Air India Limited on July 27, 2026, to establish a strategic framework for promoting India as a preferred global tourism destination under the Incredible India brand. The non-commercial, non-binding, and non-exclusive partnership involves no financial commitment from either party, with each organization bearing its own costs for collaborative initiatives.
The collaboration aims to leverage the Ministry's destination-promotion initiatives and Air India's extensive domestic and international network to enhance India's tourism visibility, strengthen inbound tourism, and position the country as a global transit and travel hub. Specific areas of cooperation include tourism promotion, destination branding, content development, international marketing, and stakeholder engagement.
Key initiatives under the MoU include joint global promotional campaigns under the Incredible India brand, co-branded marketing and destination storytelling across digital and offline platforms, and dissemination of tourism-related content through Air India's customer touchpoints including in-flight entertainment platforms. The partnership will explore a co-branded "Visit India Pass" for international travelers and stopover initiatives to facilitate transit tourism.
Both organizations will jointly participate in international travel fairs, roadshows, familiarization visits, and trade events while engaging with State Tourism Boards and other tourism stakeholders to promote destinations across India. Branding opportunities across Air India's platforms including aircraft livery, boarding passes, and in-flight media will be explored subject to feasibility and mutual agreement.
A Joint Working Group comprising representatives from both organizations will oversee implementation, identify potential collaboration areas, and periodically review progress. The MoU remains valid for an initial period of two years from the effective date and may be extended by one additional year with mutual consent.