NEW DELHI, July 29 — The Ministry of Tourism signed a two-year memorandum of understanding with Air India to jointly promote India as a global travel destination, leaning on the airline's international network to widen the reach of the government's "Incredible India" campaign.
The agreement, signed in the presence of Tourism and Culture Minister Gajendra Singh Shekhawat, will see co-branded marketing campaigns rolled out across digital platforms, social media and in-flight touchpoints, alongside joint roadshows and familiarisation trips organised with travel trade partners. Officials said the tie-up is meant to position India not just as a destination but as a transit hub for international travellers, capitalising on Air India's expanding route network since its acquisition by the Tata Group in 2022.
Inbound tourism has been a recurring policy focus for the government, with successive campaigns aimed at lifting India's share of global tourist arrivals and the foreign exchange earnings that come with it.
For aspirants, government-airline or government-industry MoUs of this kind are a common current affairs item — it's useful to note the ministries involved, the campaign name, and the duration of such agreements.