Eros Innovation Signs MoU With Tourism Ministry To Bring AI To Incredible India

Eros Innovation has signed a Memorandum of Understanding (MoU) with the Ministry of Tourism, Government of India, to explore the use of Cultural Artificial Intelligence (AI), cinematic storytelling and immersive digital experiences across the country's tourism ecosystem.

The MoU was signed at the India Pavilion in London in the presence of Gajendra Singh Shekhawat, Union Minister of Culture and Tourism, with Swaneet Singh, Co-President, Eros Innovation, representing the company.

Under the collaboration, Eros Innovation will leverage its proprietary Large Cultural Models (LCMs), multilingual AI capabilities, digital characters and entertainment content library to support the Ministry's Incredible India tourism initiatives.

As part of the agreement, Eros will produce 50 two-minute films showcasing India's destinations, heritage and cultural experiences. The Ministry will support their promotion through a 50-week campaign across Incredible India and participating state tourism channels.

The partnership will also establish a framework to evaluate Eros Innovation's Cultural AI technologies for potential integration into Incredible India's websites, mobile applications and other approved tourism platforms, subject to technical and institutional approvals.

At the centre of the initiative are Eros Innovation's Large Cultural Models, designed to connect language, history, mythology, music, cinema, traditions and geography. The technology aims to go beyond conventional information retrieval by offering culturally contextualised experiences to travellers.

For instance, visitors exploring Varanasi could discover the spiritual significance of the Ganga, the city's musical traditions, architecture and local customs through multilingual conversations. Similarly, travellers visiting Rajasthan could explore its forts, folklore, cuisine and cinematic heritage through personalised storytelling.

Eros Innovation is also envisioning 'Experience India', an intelligent, multilingual travel companion designed to assist visitors before, during and after their journeys. The proposed platform could offer destination recommendations and cinematic previews before travel, provide information about monuments, festivals, cuisine and cultural experiences during visits, and enable travellers to create personalised cinematic memories after their trips.

Another proposed feature is a 'Screen-to-Destination' experience, which would connect India's cinematic heritage with real-world tourism. Travellers could discover filming locations, explore their cultural significance and plan journeys around destinations featured in films. The initiative also envisages the use of rights-cleared characters and specially developed AI cultural companions to make India's heritage more accessible to younger audiences and international visitors.

Beyond digital platforms, the collaboration will explore interactive destination experiences at tourism exhibitions, airports and visitor centres, subject to relevant permissions.

The partnership will also include specially curated content for international tourism exhibitions, engagement with state tourism departments, technology workshops and AI-enabled training programmes for tourism professionals and creators.

Commenting on the collaboration, Swaneet Singh, Co-President, Eros Innovation, said, "India is not simply a collection of destinations. It is a living civilisation of extraordinary stories, languages, traditions, music and cultural experiences. Through our Large Cultural Models, we have an opportunity to make this heritage more accessible, interactive and personal for travellers worldwide. Our vision is that people should be able to imagine India before arriving, experience its culture more deeply during their journey, and carry those connections long after returning home. We are honoured to collaborate with the Ministry of Tourism to help bring India’s extraordinary cultural legacy to life through responsible innovation."

Gajendra Singh Shekhawat, Union Minister of Culture and Tourism, said, "Cinema has the power to inspire people to explore new destinations and experience different cultures. Through this collaboration, we aim to bring the stories of Incredible India to a wider global audience and strengthen Bharat’s position as a leading tourism destination. Eros Large Cultural Models, multilingual AI companions and interactive characters offer exciting possibilities to help travellers connect more deeply with India’s heritage, destinations and living traditions."

Under 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.