ITDC and The Ashok commemorate 60 & 70 years with new launches, skilling Initiatives
The key highlights of the celebration include MoU for tribal homestay training (1,500 operators), relaunch of IHM Ashok, and new digital procurement standards.
The India Tourism Development Corporation (ITDC) and its flagship property, The Ashok Hotel, have unveiled a comprehensive set of physical and digital initiatives, marking their joint 60th and 70th anniversaries, respectively. The series of multi-dimensional, high-impact initiatives was inaugurated by the Union Minister for Culture and Tourism, Gajendra Singh Shekhawat and Union Minister of Tribal Affairs, Jual Oram, along with the other delegates.
These new initiatives signal a strategic repositioning of ITDC as a "multi-dimensional growth engine” for the tourism and hospitality ecosystem, aligning with the national vision of Viksit Bharat @2047.
They are said to geared towards establishing new commercial and service standards in a technology-driven market, reflecting the Union Budget 2026 emphasis on Gen AI, immersive experiences, and smart digital infrastructure.
Mugdha Sinha, IAS, Managing Director, ITDC, commenting on the achievements of tourism industry in 2025 said, “In Q3 of the FY25-26, building on the previous quarters we have achieved a record of recorded quarter-on-quarter turnover growth of 54% and a 28% increase in profit over the last year.”
“Massive technology integration, upgradations and innovations across all divisions have enabled us to improve that we shall witness here. Coupled with the digital and physical stack, concerted efforts have been made to curate ITDC, building on ITDC's lived experience and legacy of the last 6 decades, in consonance with the expectations of the new age and generation of travellers, 72% of new use technology platforms, for making all their booking and travel decisions,” Sinha added while talking about the technical growth.
The key initiatives included, signing of an MoU with the Ministry of Tribal Affairs to train 1,500 tribal homestay operators nationwide through IHM Ashok in hospitality standards, financial literacy, and digital operations, supporting inclusive and sustainable tourism; The Ashok Institute of Hospitality & Tourism Management was repositioned as Institute of Hotel Management (IHM) Ashok, aligning with the national IHM framework and strengthening its identity as a Centre of Excellence.
A fully modernized ITDC Procurement of Goods & Services Manual 2026 was released, aligned with revised General Financial Rules, CVC circulars, the GeM platform, and Department of Expenditure guidelines. Replacing the 1997 manual, it strengthens transparencу, compliance, and efficiency. ITDC also launched the Sound & Light Shows Manual 2026, making it the only government organisation with a structured operational framework for heritage Sound & Light Shows, integrating modern projection mapping, QCBS evaluation mechanisms, and standardized execution processes.
To strengthen India's "Wed in India” and "Meet in India" segments, The Ashok expanded its outdoor event infrastructure with renovated Aishwarya Gardens and the launch of Airawat Outdoors, a newly developed multi-purpose venue for exhibitions, fairs, conferences, and weddings.
The refurbished swimming pool facilities at Hotel Samrat, including upgraded adult and children's pools with enhanced safety and premium amenities, were inaugurated. Seasonal memberships are scheduled to open in mid-March.
In collaboration with the Department of Posts, a customised commemorative “My Stamp" postage stamp sheet was released to honour The Ashok's 70-year legacy. These officially valid stamps will serve as collectibles, branding tools, and heritage souvenirs.
ITDC unveiled a specially curated illustrated comic book, "A Day at the Hotel," in partnership with Amar Chitra Katha, introducing school and college students—especially from Tier 2, Tier 3, and rural India-to career opportunities in hospitality. The initiative aligns with the Budget 2026-27 announcement regarding the proposed National Institute of Hospitality Management.
A stylized commemorative postcard embedded with a QR code was launched, enabling users to access a film on The Ashok and relive the celebration digitally, blending memorabilia with immersive technology. A promotional film celebrating The Ashok’s expansive greens, microclimate, architectural grandeur, and modern indulgence was also unveiled for year-round global promotions.
A heritage coffee-table publication, The Ashok Recipe Book Inspired by "Gyan Bharatam", documenting state banquet menus served at Hyderabad House since 1975, was released. The book highlights gastronomy as an instrument of soft power and cultural diplomacy.
Standardized ITDC-branded prepaid gift vouchers for rooms, dining, and gifting solutions were introduced for The Ashok, Hotel Samrat, and Kalinga Ashok properties, enhancing guest engagement and structured revenue streams.
A unified ITDC Template for General Clauses 2026 was introduced to streamline tendering, agreements, and licensing processes across ITDC divisions, promoting speed, scale, and governance uniformity.
Ashok Travels & Tours (ATT) unveiled a comprehensive physical and digital brochure repositioning itself as a one-stop solution offering bespoke tours, visa and passport services. concierge support, transportation, ticketing, and premium accommodation. ITDC also launched its online booking portal, www.itdcbookings.in, a digital ecosystem for Government Ministries, PSUs, Defence, and Paramilitary forces, enabling seamless booking of flights, hotels, transport, and conferences.
Also speaking on the sidelines of ITDC celebrations, Minister for Culture and Tourism Shekhawat said “Infrastructure development has seen unprecedented progress. In this year’s budget, INR 12.5 lakh crore has been allocated for infrastructure investment. Per capita income is rising. This creates a new tourism potential and a new market for India. At such a crucial time, our industry must harness these immense opportunities and move forward with greater speed. The tourism sector is not limited to hospitality alone.”
“ITDC had earlier positioned itself across multiple verticals. Now, seeing the immense possibilities before us, we must work with greater momentum to accomplish what remains undone and fulfill those goals with renewed determination,” he added.
A teaser for “Chalo India with Eric Ji” (Mizoram) was launched in partnership with NITI Aayog, promoting Mizoram's tourism potential under the Prime Minister's “Chalo India" campaign.
With strategic reforms, immersive tourism initiatives, digital modernisation, and inclusive capacity building, ITDC is poised to play a defining role in advancing India's tourism sector towards the vision of Viksit Bharat @2047.
