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The Ministry of Tourism has entered into a two-year strategic partnership with IndiGo to strengthen the promotion of India as a preferred global tourism destination under the Incredible India brand. The non-exclusive and non-financial collaboration will leverage IndiGo's extensive domestic and international network to showcase India's tourism offerings through digital, print, airport branding, in-flight platforms and global travel events. The initiative follows a similar agreement signed with Air India in the past week, reflecting the government's broader strategy to enhance India's visibility across key domestic and international tourism markets.
The Ministry of Tourism has signed a memorandum of understanding (MoU) with InterGlobe Aviation Limited (IndiGo) to promote India as a preferred global tourism destination through a strategic, non-exclusive and non-financial partnership.
The agreement was exchanged in New Delhi in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. The collaboration aims to combine the Ministry's flagship Incredible India campaign with IndiGo's wide domestic and international network to increase the country's tourism outreach across global markets.
As part of the partnership, the Ministry and IndiGo will jointly roll out a global communication campaign titled Incredible India by IndiGo. The campaign will highlight India's diverse tourism offerings, including cultural heritage, natural landscapes, spiritual destinations, wellness tourism, adventure tourism, wildlife experiences and other experiential travel products.
Promotion of the campaign will be carried out through digital and print media, airport branding, in-flight platforms, social media, international travel exhibitions and other promotional channels to reach a wider audience in India and overseas.
Under the agreement, the Ministry of Tourism will provide access to Incredible India brand assets and promotional content while facilitating coordination with relevant stakeholders, wherever feasible, to support campaign activities. IndiGo, on its part, will develop destination-focused content and promote India's tourism message across its customer engagement platforms.
The partnership also includes joint participation in tourism promotion initiatives, destination-specific campaigns and other mutually agreed activities aimed at improving the visibility of India's tourism offerings in important domestic and international markets.
Speaking at the event, Shekhawat said the collaboration would strengthen India's tourism promotion by combining the government's flagship tourism campaign with IndiGo's extensive route network. He added that such partnerships would help take India's tourism message to a wider audience and further establish the country as an attractive global travel destination.
The MoU will remain valid for an initial period of two years.
The agreement comes shortly after the Ministry of Tourism signed a similar strategic partnership with Air India under the Incredible India brand. That collaboration is also aimed at promoting India across international markets through the airline's global network, indicating the government's continued focus on working with major Indian carriers to expand the country's tourism outreach.
India has been increasing its efforts to strengthen tourism promotion through public-private partnerships, with aviation companies playing a key role in connecting travellers to destinations across the country. The latest collaboration with IndiGo, India's largest airline by market share, is expected to further support these efforts by expanding the reach of the Incredible India campaign across multiple customer touchpoints.
Source PTI
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