The Ministry of Tourism signed a Memorandum of Understanding with Air India in New Delhi to jointly promote India as a preferred global tourism destination under the Incredible India brand. The event was held in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. This partnership marks the first time a global airline has partnered with the Ministry of Tourism in such a structured framework.
Background: The Incredible India Campaign
The Incredible India campaign was launched in 2002 by the Ministry of Tourism to position India as an attractive tourist destination on the global stage. Designed in collaboration with advertising firm Ogilvy & Mather, the campaign showcased India’s diverse culture, heritage, spirituality, and natural landscapes.
The Ministry of Tourism, established as an independent ministry in 2002, is the apex body for formulating policies and regulations for tourism development in India. It is headquartered in Transport Bhawan, New Delhi. The current Union Minister is Gajendra Singh Shekhawat, with Suresh Gopi serving as Minister of State. The ministry’s annual budget for 2026-27 is estimated at ₹2,438.40 crore.
Over the years, the campaign has evolved through multiple phases. Incredible India 2.0 was launched in September 2017 by then President Ram Nath Kovind on World Tourism Day, shifting the focus from general promotion to thematic offerings. The campaign also inspired the Atithi Devo Bhava initiative, launched in 2008 to sensitise locals about hospitality towards foreign tourists.
What the MoU Covers
The MoU establishes a non-commercial, non-binding, and non-exclusive framework with no financial commitment on either party. It will remain valid for an initial period of two years and may be extended by one additional year with mutual consent.
Key Areas of Collaboration
| Area | Details |
|---|---|
| Joint Marketing Campaigns | Co-branded global promotional campaigns under the Incredible India brand across digital, social media, and offline platforms |
| Destination Storytelling | Tourism content developed and shared through Air India’s customer touchpoints, including in-flight entertainment |
| State Tourism Engagement | Collaboration with State Tourism Boards to promote destinations across the country |
| Branding on Air India Platforms | Exploring Incredible India branding on aircraft livery, boarding passes, and in-flight media |
| Trade Engagement | Joint participation in tourism exhibitions, roadshows, and familiarisation trips for tour operators |
| Transit and Stopover Tourism | Development of stopover programmes for international travellers transiting through Indian airports |
| Customer Incentives | Alignment with Air India’s Maharaja Club loyalty programme to offer tourism-linked benefits |
A Joint Working Group comprising representatives from both the Ministry of Tourism and Air India will oversee implementation, identify further areas of collaboration, and periodically review progress.
Significance of the Partnership
Air India, which returned to Tata Group ownership in January 2022, now serves 40 international destinations across five continents, including North America, Europe, Australia, Africa, and Asia. The airline also has 25 codeshare partnerships and more than 120 interline partnerships, connecting India to over 1,000 destinations worldwide. This extensive network makes Air India a powerful channel for reaching travellers in regions that account for nearly 95% of the global population.
For the Ministry of Tourism, the partnership provides a cost-effective platform to showcase Indian destinations directly to international travellers without additional financial outlay. Tourism-related content on Air India’s in-flight entertainment and branding on boarding passes and aircraft livery offer sustained visibility that conventional advertising campaigns struggle to achieve.
India’s Inbound Tourism Context
India recorded approximately 56 lakh Foreign Tourist Arrivals (FTAs) till August 2025. The country has been working to regain and surpass pre-pandemic tourism levels. Partnerships like this one aim to strengthen inbound tourism and position India as a global transit and travel hub.
| Aspect | Detail |
|---|---|
| Air India’s Network | 40 international destinations, 5 continents, 1000+ connected cities |
| Ownership | Tata Group (74.9%) and Singapore Airlines (25.1%) |
| Vistara Merger | Tata SIA Airlines merged with Air India on 12 November 2024 |
| Code Share Partners | 25 codeshare + 120+ interline partnerships |
| Target Regions | North America, UK/Europe, Australia, Africa, Asia |
The MoU also allows Air India to strengthen its role as the national carrier in promoting Brand India. Nipun Aggarwal, Chief Commercial Officer of Air India, described the partnership as a way to serve as an ambassador for the “new India” that is confident, vibrant, and welcoming.
Key Takeaways
- The Ministry of Tourism and Air India signed an MoU on July 28, 2026 in New Delhi to promote India as a global tourism destination under the Incredible India brand.
- The partnership is non-commercial, non-binding, and non-exclusive with no financial commitment on either side, and is valid for two years with a possible one-year extension.
- Air India is owned by Tata Group (74.9%) and Singapore Airlines (25.1%), and serves 40 international destinations across five continents.
- The Incredible India campaign was launched in 2002 by the Ministry of Tourism with the help of Ogilvy & Mather, and Incredible India 2.0 followed in September 2017.
- The Ministry of Tourism became an independent ministry in 2002, is headquartered in Transport Bhawan, New Delhi, and its current Union Minister is Gajendra Singh Shekhawat.
- The MoU includes collaboration on joint marketing campaigns, destination storytelling, transit tourism programmes, and branding across Air India’s aircraft livery and in-flight media.
