The Ministry of Tourism, Government of India, has signed a Memorandum of Understanding (MoU) with Eros Innovation to promote India’s tourism destinations, cultural heritage and travel experiences through cinematic storytelling, Artificial Intelligence (AI) and immersive digital technologies.
The agreement was signed at the India Pavilion in London during World Travel Market (WTM) 2026 in the presence of Union Minister for Culture and Tourism Gajendra Singh Shekhawat. Swaneet Singh, Co-President of Eros Innovation, represented the company during the signing ceremony.
50 Short Films to Promote Incredible India
Under the partnership, Eros Innovation will produce 50 short films, each approximately two minutes long, highlighting its diverse tourism destinations, cultural traditions and travel experiences.
The Ministry of Tourism will support the promotion of these films over a period of 50 weeks through the Incredible India platform as well as participating state tourism channels. The initiative is aimed at presenting it’s tourism offerings through engaging visual narratives and making destinations more accessible and appealing to audiences in domestic and international markets.
AI and Immersive Digital Experiences to Be Explored
The collaboration also provides for the exploration of Eros Innovation’s Cultural AI technologies, including multilingual AI capabilities and interactive digital experiences, for potential use across approved tourism platforms.
The partnership will further include the development of curated content for international tourism exhibitions, engagement with state tourism departments, technology workshops and AI-enabled training programmes for tourism professionals and content creators.
However, any integration of Eros Innovation’s technologies into official government platforms will remain subject to the necessary technical, institutional and other applicable approvals.
Shekhawat Highlights Power of Cinema in Tourism Promotion
Speaking on the collaboration, Union Minister Gajendra Singh Shekhawat said cinema has the power to inspire people to discover new destinations and experience different cultures.
He said the initiative seeks to take the stories of Incredible India to a wider global audience while strengthening its position as a leading international tourism destination.
The initiative is expected to combine India’s rich cultural and tourism assets with emerging digital technologies to create more engaging ways for travellers to discover destinations and understand their cultural significance.
Eros Innovation Named Cultural AI and Technology Partner
Under the terms of the MoU, Eros Innovation will serve as a non-exclusive, non-binding and non-financial Cultural AI and Experience Technology Knowledge Partner to the Ministry of Tourism.
The arrangement focuses on knowledge sharing, content creation, technology exploration and capacity building rather than establishing an exclusive commercial relationship between the two parties.
India Expands Digital Approach to Tourism Marketing
The latest collaboration builds on the Ministry of Tourism’s increasing engagement with entertainment and digital platforms as part of its evolving destination-marketing strategy.
In August 2026, the Ministry of Tourism, in collaboration with Netflix India and the Ministry of Culture, introduced the ‘As Seen on Netflix’ section on the Incredible India digital platform. The initiative enables travellers to discover Indian destinations, cultural traditions and experiences featured in Netflix films and series.
The two initiatives highlight India’s broader shift towards using cinema, digital platforms and emerging technologies not only to create awareness about tourism destinations but also to help potential travellers discover places through compelling stories and connect with their cultural heritage.
Through the latest partnership with Eros Innovation, India aims to further integrate storytelling and technology into its tourism promotion efforts and strengthen the global visibility of its diverse destinations and cultural experiences.
