Air India has signed a memorandum of understanding (MoU) with the Ministry of Tourism (MoT) to jointly promote India as a premier global tourism destination while strengthening the country’s position as a leading international aviation and transit hub.
The partnership establishes a framework for collaborative initiatives covering tourism marketing, destination storytelling, trade engagement, transit tourism and enhancement of visitor experience.
By combining Air India’s rapidly expanding global network with the Ministry’s flagship Incredible India campaign, the collaboration aims to attract more international visitors, enhance India’s global tourism brand and encourage travellers to explore the country’s rich cultural, heritage, natural and experiential attractions.
Global reach to promote Incredible India
Air India currently flies to 40 international destinations across five continents and connects India to more than 1,000 destinations worldwide through 25 codeshare and over 120 interline partnerships with international airlines.
The airline said its new-generation aircraft, digital platforms, inflight experiences and global commercial presence will serve as key channels for showcasing the Incredible India brand to international travellers.
Air India, Chief Commercial Officer, Nipun Aggarwal, said the airline has a unique responsibility to represent India globally.
“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, this partnership with the Ministry of Tourism will help meaningfully put the spotlight on a nation that is uniquely remarkable,” he said.
Joint marketing and trade promotion
Under the agreement, Air India and the Ministry of Tourism will roll out 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.
The two organisations will jointly engage with international tour operators, travel trade partners and industry stakeholders through tourism exhibitions, roadshows, familiarisation trips and other market development initiatives aimed at increasing inbound tourism.
They will also work with State Tourism Boards and other stakeholders to promote destinations across India and support tourism-led initiatives.
Focus on transit tourism
As Air India strengthens Delhi and Mumbai as major international hubs, the partnership will also focus on developing transit and stopover tourism programmes to encourage international passengers to spend more time in India during their journeys.
The two sides will explore integrating tourism offerings with Air India’s Maharaja Club loyalty programme and create customer incentives linked to travel experiences across the country.
The Ministry of Tourism will facilitate engagement with relevant stakeholders to develop special offers and benefits for Air India passengers, including access to cultural attractions, heritage monuments, museums and other visitor experiences.
Reflects shared vision
Air India Group Head, Governance, Risk, Compliance & Corporate Affairs, P. Balaji, said the agreement reflects a shared vision of leveraging aviation to strengthen India’s global profile.
“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 combines the Government’s nation-branding strengths with Air India’s growing global footprint to create new pathways for international travellers to discover the richness, diversity and dynamism of India,“ he said.
The collaboration is expected to support India’s efforts to increase inbound tourist arrivals while reinforcing the country’s ambition to emerge as a leading global aviation and transit hub.