The Ministry of Tourism has signed a Memorandum of Understanding (MoU) with Air India to promote India as a preferred global tourism destination under the Incredible India campaign.

The partnership aims to leverage the Ministry's destination-promotion initiatives and Air India's extensive domestic and international network to enhance India's tourism visibility, boost inbound tourism, and position the country as a global travel and transit hub. The agreement is non-commercial, non-binding, and does not involve any financial commitment from either party.

Under the MoU, the two entities will collaborate on destination branding, international marketing, digital campaigns, content development, and stakeholder engagement. They will also undertake joint promotional campaigns, create tourism-related content for Air India's customer touchpoints, including in-flight entertainment, and explore branding opportunities across the airline's platforms.

The agreement will remain valid for two years, with an option to extend it by one additional year through mutual consent.