New Delhi

Thetourism ministry on Thursday joined hands with IndiGo to promote India as a preferred global tourism destination through a strategic, non-exclusive and non-financial collaboration, officials said.

The campaign will be promoted through digital and print media, airport branding, in-flight platforms, social media, international travel exhibitions and other promotional channels, they said. The Ministry of Tourism 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 collaboration, the ministry said in a statement.

The MoU was exchanged here in the presence of Union Minister for Tourism and Culture Gajendra Singh Shekhawat. He said the partnership will strengthen India's tourism promotion by combining the ministry's flagship 'Incredible India' brand with IndiGo's extensive domestic and international network.

Shekhawat noted that collaborative initiatives such as this will help take India's tourism message to wider audiences and reinforce the country's position as one of the world's most compelling travel destinations. Under the MoU, the ministry and IndiGo will jointly undertake a global communication initiative titled 'Incredible India by IndiGo'.

The campaign will showcase India's rich and diverse tourism offerings, including cultural heritage, natural landscapes, spiritual destinations, wellness, adventure, wildlife and other experiential tourism products.