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 signing ceremony was held in New Delhi in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat, along with senior officials including Secretary Bhuvnesh Kumar, Additional Secretary Suman Billa, and Air India executives Nipun Aggarwal and P. Balaji.
The non-commercial, non-binding, and non-exclusive partnership involves no financial commitment from either party. 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 collaboration include tourism promotion, destination branding, content development, international marketing, and stakeholder engagement. The partners will undertake joint global promotional campaigns under the Incredible India brand and explore co-branded marketing across digital and offline platforms. Tourism-related content will be disseminated through Air India's customer touchpoints, including in-flight entertainment platforms.
The partnership will also engage with State Tourism Boards and explore branding opportunities across Air India's platforms such as aircraft livery, boarding passes, and in-flight media, subject to feasibility and mutual agreement. A Joint Working Group comprising representatives from both organizations will oversee implementation, identify 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. This structured partnership is expected to strengthen India's global tourism outreach and offer international travelers greater opportunities to discover the country through coordinated promotional efforts.