The MoU was signed in the presence of Shri Gajendra Singh Shekhawat, Union Tourism Minister, Government of India, Shri Bhuvnesh Kumar, Secretary and Shri Suman Billa, Additional Secretary, Ministry of Tourism.
At the heart of the partnership is a commitment to putting India’s destinations — iconic and lesser-explored — at the centre of every journey. Under the MoU, FlixBus will integrate destination-focused content and the Incredible India brand across its platform, including co-branded Incredible India coaches on select intercity routes. Alongside this, FlixBus unveiled Trails of India — a dedicated microsite on its platform featuring thematic travel circuits and destination highlights to inspire and guide travellers across India’s diverse landscapes.
The partnership will also anchor Har Safar, Swachh Safar, a national responsible tourism campaign aimed at building a culture of mindful travel among India’s growing intercity traveller base — encouraging passengers to respect local communities, reduce their environmental footprint, and embrace sustainable travel practices.
Shri Gajendra Singh Shekhawat, Hon’ble Minister of Tourism, Government of India, said, “India’s tourism landscape is as diverse as the country itself, with countless destinations offering distinctive cultural, natural and local experiences beyond the well-known tourist circuits. Enabling travellers to access and explore these destinations more easily is key to unlocking their wider tourism potential. Our partnership with FlixBus brings together its technology-enabled platform and intercity network with the Ministry’s vision of taking India’s tourism story to a wider audience. As we connect travellers with a broader range of destinations, it is equally important to foster greater awareness of responsible travel, encouraging journeys that are enriching for visitors while contributing positively to the local communities and destinations they encounter. We believe this partnership can help open up new avenues for destination discovery while promoting a more conscious and inclusive travel experience.”
Shri Bhuvnesh Kumar, Secretary, Ministry of Tourism, Government of India, said, “Mobility can play a transformative role in bringing destinations closer to travellers, particularly those that lie beyond the established tourism circuits. FlixBus’s technology-driven approach and growing intercity network offer an opportunity to reach travellers at scale and connect them with a wider range of destinations and tourism experiences across India. Through this partnership, we also have an opportunity to use the travel journey itself to build greater awareness around responsible tourism and encourage travellers to be more mindful of the places they visit and the communities they interact with. By bringing together destination discovery, accessibility and responsible travel, we hope to create greater value for travellers while supporting tourism opportunities across India.”
Commenting on the partnership, Surya Khurana, Managing Director, FlixBus India, said, “At FlixBus, we believe mobility is a powerful catalyst for tourism, economic development and cultural exchange. We are proud to partner with the Ministry of Tourism in supporting the Incredible India campaign through a collaboration that goes beyond transportation to strengthen India’s tourism ecosystem. By combining our technology platform, global expertise and growing domestic network, we aim to enhance the visibility of Indian destinations, encourage travel beyond traditional circuits and contribute to a more connected, responsible and resilient tourism landscape.”
By combining the Ministry’s tourism vision with FlixBus’ technology-led mobility platform, the collaboration seeks to expand access to India’s diverse destinations, encourage responsible travel, and contribute to the country’s long-term tourism growth agenda.
Key elements of the MoU include:
Destination Promotion – FlixBus and the Ministry of Tourism will work together to promote India as a premier global destination, encouraging travellers to explore both iconic and lesser-explored destinations across the country and supporting the Government of India’s Incredible India campaign. FlixBus also plans to deploy a co-branded coach carrying the Incredible India identity that will operate on select intercity routes, turning every journey into an expression of India’s tourism story.
Trails of India Microsite — FlixBus has launched a dedicated Trails of India microsite on its platform, featuring curated thematic travel circuits and destination highlights to inspire travellers to explore the breadth of India’s tourism offerings.
Har Safar, Swachh Safar — A co-branded responsible tourism campaign to build a culture of mindful and sustainable travel among intercity travellers, aligned with the Ministry of Tourism’s responsible travel vision and the Government of India’s Mission LiFE initiative.
Knowledge Sharing — FlixBus will share global insights on the role of intercity mobility in tourism development and engage in joint policy dialogues to strengthen India’s broader tourism ecosystem.
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