Eros Innovation and India’s Ministry of Tourism Sign MoU to Bring Cultural AI and Immersive Experiences to Incredible India

Eros Innovation has signed a Memorandum of Understanding (MoU) with the Ministry of Tourism, Government of India, to advance Cultural Artificial Intelligence, cinematic storytelling and immersive digital experiences across India’s tourism ecosystem. The signing took place at the India Pavilion in London, in the presence of Shri Gajendra Singh Shekhawat, Hon’ble Union Minister of Culture and Tourism, Government of India, with Swaneet Singh, Co-President, Eros Innovation, representing the company.

The collaboration combines Eros Innovation’s proprietary Large Cultural Models (LCMs), multilingual AI, digital characters and extensive entertainment heritage with the Ministry’s Incredible India tourism initiatives. As part of the collaboration, Eros will produce 50 two-minute films showcasing India’s destinations and cultural experiences, with the Ministry supporting their promotion over 50 weeks through Incredible India and participating state tourism channels.

The MoU also establishes a framework to evaluate Eros Cultural AI technologies for potential integration into Incredible India websites, mobile applications and other approved tourism platforms.

At the heart of the collaboration are Eros Innovation’s Large Cultural Models, designed to interpret the relationships between language, history, mythology, music, cinema, traditions and geography. Beyond retrieving information, Eros LCMs are designed to understand the cultural context connecting places, people and stories. A traveller visiting Varanasi could explore the spiritual significance of the Ganga, the city’s musical traditions, its architecture and local customs through one multilingual conversation. A family discovering Rajasthan could experience its forts, folklore, cuisine and cinematic heritage through personalised storytelling.

Developed using Eros’s proprietary cultural knowledge and rights-cleared entertainment assets, the LCM ecosystem combines language, voice, images, video and interactive experiences. Official tourism information would remain grounded in Ministry-approved sources and subject to appropriate review.

Eros envisions Experience India, an intelligent, multilingual travel companion designed to support travellers before, during and after their visits. Before arriving, visitors could describe their interests and receive destination recommendations and cinematic previews. 

During their journeys, the companion could explain monuments, traditions, festivals, cuisine and cultural experiences in their preferred language, while helping them explore relevant destinations and visitor services.

After returning home, travellers could, with their consent, create personalised cinematic memories and continue discovering India’s cultural heritage. Powered by Eros’s Cultural AI, the proposed companion aims to move beyond answering questions towards assisting travellers with planning and other authorised tasks. The technology would be evaluated for integration into existing Incredible India digital platforms and participating state tourism services, subject to technical and institutional approvals.

A distinctive element of Eros’s vision is connecting its extensive film, music and character heritage with India’s real-world destinations. Selected rights-cleared Eros characters and specially created fictional AI cultural companions could guide families and international audiences through India’s stories, traditions and heritage.

Through a proposed Screen-to-Destination experience, travellers could discover where a memorable film scene was shot, explore the cultural history of that location and create a journey around it. Characters could make heritage accessible to younger audiences, while multilingual storytelling could help international visitors engage with India’s diverse cultural traditions. The initiative also envisages interactive destination experiences at tourism exhibitions, airports and visitor centres, subject to relevant permissions.

Eros will create 50 short destination films using appropriately rights-cleared material from its content repository, highlighting India’s landscapes, spiritual destinations, cultural traditions and lesser-known attractions. The Ministry will support a 50-week promotional programme through Incredible India and participating states. The collaboration also includes specially curated content for international tourism exhibitions, engagement with state tourism departments, technology workshops and AI-enabled training for tourism professionals and creators.

Eros Innovation will be recognised as a non-exclusive, non-binding and non-financial Cultural AI and Experience Technology Knowledge Partner under the MoU.

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.”

Shri 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.”