Tourism Ministry and Air India partner to promote Incredible India worldwide
The Ministry of Tourism and Air India have signed a non-commercial MoU to jointly promote India through global campaigns, destination content, digital channels and airline customer touchpoints. The agreement runs for two years, with an option to extend by one year.
What happened
India’s Tourism Ministry and Air India signed a non-commercial MoU to jointly promote Incredible India globally through campaigns, destination content, digital
Key facts
- Initial validity: 2 years
- Extension option: 1 additional year
Why this matters
The MoU creates a template for Air India to pursue complementary partnerships with tourism boards, hotels, airports and destination platforms across key international markets.
What to watch
- Air India international route additions, frequency increases and new codeshare agreements.
- Inclusion of destination content in booking, app, inflight, lounge and loyalty channels.
- Inbound foreign tourist arrival growth from Air India's key overseas markets.
- Growth in international transit passengers at Delhi, Mumbai and other Air India hubs.
- Airport duty-free, F&B and lounge revenue per international passenger.
- Visa-policy changes, e-visa processing improvements and destination infrastructure upgrades.
- Announcement of campaign budgets, named markets, creative partners or extension of the MoU.
- Air India integrates India destination modules into international booking confirmations, inflight entertainment, loyalty communications and airport touchpoints.
- Tourism Ministry prioritizes high-spend source markets and itinerary-led campaigns rather than broad country branding.
- Airport operators, duty-free retailers, hotel groups and OTAs pursue co-marketing packages tied to Air India inbound routes.
- State tourism boards seek inclusion in joint campaigns and fund localized destination content around new or expanded international services.
- Air India measures campaign-attributed searches, bookings, stopovers and ancillary spend to support a possible one-year extension.