In a bid to further give wings to the Incredible India brand, the Union Ministry of Tourism has finalised a partnership with Air India to promote India as a global tourist destination.

The Memorandum of Understanding (MoU) signed between the Ministry and the Tata-owned airline aims to give a fillip to inbound travel and expand India’s visibility as a tourism destination.

The MoU has ben signed initially for a period of two years and puts in place a framework for collaboration on destination marketing, tourism promotion, content creation and global branding.

Importantly, the partnership does not entail any commercial or binding aspects, and carries no financial commitment from both the parties involved.

As part of the deal, the Ministry and the airline will work together on joint promotional campaigns under the Incredible India brand, as well as on co-branded marketing initiatives across digital and offline platforms.

Further, tourism-focused storytelling will be integrated into Air India’s customer touchpoints, including its in-flight entertainment system.

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