Gurugram: Ministry of Tourism and Air India have signed a Memorandum of Understanding (MoU) to jointly promote India as a premier global tourism destination while strengthening the country’s position as a key aviation and transit hub.
The collaboration marks Air India as the first global airline to partner with the Ministry of Tourism, Government of India, for coordinated tourism promotion initiatives.
The partnership establishes a framework for joint efforts in tourism marketing, destination storytelling, trade engagement, transit tourism, and visitor experience enhancement.
Through the collaboration, the Ministry of Tourism and Air India aim to leverage the airline’s expanding global network alongside the Government of India’s flagship Incredible India initiative to boost inbound tourism, enhance India’s global visibility, and encourage international travellers to explore the country’s cultural, heritage, natural, and experiential attractions.
Nipun Aggarwal, Chief Commercial Officer, Air India, said: “As the airline that proudly carries India in its name, Air India has a unique responsibility to showcase the country to the world and serve as an ambassador for the “new India” that is confident, vibrant, warm, and welcoming.
As Air India expands its global network that already spans five continents and welcomes more visitors to India, this partnership with the Ministry of Tourism will help us to meaningfully put the spotlight on a nation that truly is uniquely remarkable.”
The Ministry of Tourism partnership is designed to strengthen India’s international tourism appeal through coordinated destination promotion and marketing activities.
The agreement reflects a shared vision of positioning aviation and tourism as complementary drivers of India’s global image and visitor economy.
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P. Balaji, Group Head – Governance, Risk, Compliance & Corporate Affairs, Air India, said: “This MoU reflects months of close collaboration between Air India and the Ministry of Tourism and a shared belief that aviation and tourism can be powerful partners in advancing India’s global profile.
The framework creates a meaningful platform that combines the Government’s nation-branding strengths with Air India’s growing global footprint. We are excited to work with the Ministry of Tourism to create new pathways for international travellers to discover the richness, diversity, and dynamism of India.”
With Air India operating flights to 40 international destinations across five continents and welcoming millions of visitors to India every year, the airline will use its world-class aircraft, digital platforms, inflight experiences, and commercial presence to showcase the Incredible India campaign globally.
The Ministry of Tourism will work alongside the airline to amplify India’s tourism offerings through coordinated outreach initiatives.
Air India’s international network spans North America, the UK and Europe, Australia, Africa, and Asia – regions collectively home to nearly 95% of the world’s population.
In addition to its direct international services, the airline’s 25 codeshare partnerships and more than 120 interline partnerships connect India with over 1,000 destinations worldwide. This extensive network provides the Ministry of Tourism with a broad global platform to promote India’s heritage, culture, landscapes, and tourism experiences.
Driving Inbound Tourism and Trade Engagement
Under the MoU, the Ministry of Tourism and Air India will collaborate on co-branded global marketing campaigns across digital platforms, social media, inflight branding, and other consumer-facing channels.
The partnership will also explore extending Incredible India branding across Air India’s customer touchpoints.
Recognising the important role of aviation in tourism growth, both organisations will jointly engage with tour operators, travel trade partners, and industry stakeholders across key international markets.
These initiatives aim to increase awareness of India as a preferred travel destination while strengthening relationships within the global travel ecosystem.
The collaboration will also include participation in tourism exhibitions, international roadshows, familiarisation trips, and other market development activities intended to generate greater interest in India among overseas travellers.
Additionally, the Ministry of Tourism and Air India will work closely with State Tourism Boards and other stakeholders to promote destinations across the country and support tourism-led development initiatives.
Strengthening India’s Position as a Global Transit Hub
As Air India continues developing Delhi and Mumbai into major international aviation hubs, the Ministry of Tourism partnership includes initiatives to encourage transit and stopover tourism in India.
Both organisations will explore the development of dedicated stopover programmes designed to attract international passengers transiting through the country.
The agreement also provides opportunities to align tourism initiatives with Air India’s Maharaja Club loyalty programme and develop customer incentives linked to tourism experiences across India.
Furthermore, the Ministry of Tourism will facilitate engagement with relevant stakeholders to explore special offers and benefits for Air India customers, including access to cultural attractions, heritage sites, museums, and other visitor experiences across the country.
