Eros Innovation partners with Tourism Ministry to explore AI-powered travel experiences
Eros Innovation has signed a memorandum of understanding (MoU) with the Ministry of Tourism, Government of India, to explore the use of artificial intelligence (AI) and immersive digital technologies in tourism services.
The collaboration will focus on developing cultural AI applications, multilingual digital experiences and cinematic content to help domestic and international travellers discover India’s destinations and cultural heritage.
As part of the agreement, Eros Innovation will produce 50 short films, each two minutes long, showcasing Indian destinations and cultural experiences. The Ministry will support their promotion over 50 weeks through its Incredible India initiative and participating state tourism channels.
The MoU also provides a framework to evaluate Eros Innovation’s AI technologies for potential integration into Incredible India websites, mobile applications and other approved tourism platforms.
Large Cultural Models to power tourism experiences
A key component of the collaboration is Eros Innovation’s Large Cultural Models (LCMs), which the company says are designed to interpret connections between language, history, mythology, music, cinema, traditions and geography.
Unlike conventional information retrieval systems, the proposed models aim to provide cultural context around destinations and experiences. For instance, travellers could use multilingual conversations to learn about the history, architecture, music and traditions associated with places they visit.
Eros said its LCM ecosystem combines language, voice, images, video and interactive experiences, drawing on its cultural knowledge and rights-cleared entertainment content. Official tourism information would be based on Ministry-approved sources and subject to review.
AI travel companion under consideration
The collaboration also envisages an intelligent multilingual travel companion, called Experience India, to support visitors before, during and after their trips.
The proposed service could provide destination recommendations and previews before travel, explain local traditions and heritage during visits, and help travellers discover relevant tourism services. It could also enable visitors to create personalised travel memories after their journeys, subject to consent.
The technology is expected to be evaluated for possible integration with existing Incredible India platforms and participating state tourism services. Its deployment will depend on technical and institutional approvals.
Film content and AI characters to support destination discovery
The partnership also proposes connecting Eros Innovation’s entertainment content with real-world tourism destinations through a concept called Screen-to-Destination.
The initiative could help travellers identify locations featured in films and explore their cultural and historical significance. The company also plans to explore the use of rights-cleared film characters and fictional AI companions to introduce cultural stories and heritage to visitors.
Other proposed activities include interactive destination experiences at tourism exhibitions, airports and visitor centres, along with technology workshops and AI-enabled training for tourism professionals and content creators.
Eros to serve as Cultural AI technology partner
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.
Swaneet Singh, Co-President of Eros Innovation, said the collaboration aims to make India’s cultural heritage more accessible through AI, multilingual interactions and personalised digital experiences.
Union Minister of Culture and Tourism Gajendra Singh Shekhawat said the initiative aims to use cinema and technology to introduce India’s destinations and cultural heritage to a wider global audience.