The partnership will combine Air India's international network with the Ministry's Incredible India campaign to increase inbound tourism
India’s tourism promotion efforts received a boost as Air India has signed an agreement with the Ministry of Tourism of the Indian government to jointly market the country worldwide.
In a press statement, Air India says that it is the first global airline to enter into such a partnership with the Ministry of Tourism. The agreement provides a framework for collaboration on tourism marketing, destination promotion, transit tourism, trade engagement and visitor experience initiatives.
The statement adds that the partnership will combine Air India’s international network with the Ministry’s Incredible India campaign to increase inbound tourism and expand India’s visibility in key overseas markets.
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Under the agreement, the airline and the ministry will undertake joint marketing campaigns across digital platforms, social media, inflight channels and other consumer touchpoints. They will also explore opportunities to extend Incredible India branding across Air India’s services.
The two organisations will work together with tour operators, travel trade partners and industry stakeholders through roadshows, tourism exhibitions, familiarisation trips and other promotional activities in international markets. They will also collaborate with state tourism boards to promote destinations across India, says the statement.
The MoU includes plans to develop transit and stopover tourism as Air India expands its hubs in Delhi and Mumbai. The two sides will explore stopover programmes aimed at encouraging international passengers to spend time in India during connecting journeys.
Nipun Aggarwal
In addition, Air India and the Ministry of Tourism will examine opportunities to integrate tourism benefits with the airline’s Maharaja Club loyalty programme. The ministry will also facilitate discussions with relevant stakeholders to develop offers for Air India passengers, including access to cultural attractions, heritage sites, museums and other tourism experiences.
The partnership is intended to support inbound tourism by combining the government’s destination promotion efforts with Air India’s expanding international network.
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“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,” says Nipun Aggarwal, Chief Commercial Officer, Air India.
P. Balaji
“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,” P. Balaji, Group Head – Governance, Risk, Compliance & Corporate Affairs, Air India.
