New Delhi: The Ministry of Tourism in order to boost tourism throughout the country signed a memorandum of understanding with Alliance Air Aviation Limited (AAAL) on February 17, 2022, in New Delhi. The Ministry of Tourism endeavours to position India as a preferred tourism destination in the tourism generating markets whereas AAAL with its vast domestic network plays a vital role in the promotion of tourism in India. The MoU has been signed with a view to achieving the common purpose of joint domestic promotion and considering the need to synergise the activities of the Tourism Ministry & Alliance Air in the tourism markets.

The Ministry of Tourism's Additional Director General Rupinder Brar and Alliance Air Aviation Limited's Chief Executive Office Vineet Sood jointly signed the MoU.

Alliance Air is the front runner in promoting the "regional connectivity scheme" (RCS) of the government of India which is being promoted under the Prime Minister's UDAN – (Ude Desh ka Aam Naagrik) Scheme. The objectives of the MoU are to meet an integrated marketing and promotional strategy and a synergised campaign in association with the AAAL.

The specific elements of promotional efforts undertaken include advertising in the print & electronic media, participation in fairs and exhibitions, organising seminars, workshops, roadshows and India evenings, printing of brochures and collaterals, brochure support or joint advertising, inviting the media and travel trade to visit the country under the hospitality programme etc. The Ministry shall be bringing together the travel tourism stakeholders to benefit from this MoU.

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