ITDC and The Ashok mark their 60th and 70th anniversaries with new launches and skill-building initiatives.

In celebration of their combined 60th and 70th anniversaries, the India Tourism Development Corporation (ITDC) and The Ashok Hotel, its flagship property, have presented a wide range of digital and physical initiatives. Gajendra Singh Shekhawat, the Union Minister for Culture and Tourism, officially launched the multifaceted, high-impact projects. In line with the national goal of Viksit Bharat @2047, this action signifies a strategic repositioning of ITDC as a “multi-dimensional growth engine” for the tourism and hospitality industry. According to reports, the efforts are intended to set new business and service benchmarks in a technologically advanced market, mirroring the Union Budget 2026’s focus on Gen AI, immersive experiences, and intelligent digital infrastructure.

Among the main activities were the signing of a Memorandum of Understanding with the Ministry of Tribal Affairs to provide inclusive and sustainable tourism by training 1,500 tribal homestay operators nationwide through IHM Ashok in digital operations, financial literacy, and hospitality standards; To better connect with the national IHM structure and solidify its reputation as a Center of Excellence, the Ashok Institute of Hospitality & Tourism Management was renamed as the Institute of Hotel Management (IHM) Ashok.

A completely updated ITDC Procurement of Goods & Services Manual 2026 was published, conforming to Department of Expenditure requirements, CVC circulars, the GeM platform, and updated General Financial Rules. It improves efficiency, compliance, and openness and replaces the 1997 manual. Additionally, ITDC introduced the Sound & Light Shows Manual 2026, which integrates contemporary projection mapping, QCBS evaluation mechanisms, and standardised execution methods to create the only government agency with a systematic operational framework for legacy Sound & Light Shows.

The Ashok upgraded Aishwarya Gardens and opened Airawat Outdoors, a brand-new multipurpose space for conferences, exhibits, fairs, and weddings, as part of its outdoor event infrastructure expansion to support India’s “Wed in India” and “Meet in India” markets.

To commemorate The Ashok’s 70-year history, a personalised commemorative “My Stamp” postage stamp sheet was made available in partnership with the Department of Posts. These officially recognised stamps will be used as branding tools, keepsakes, and mementos of the past.

In collaboration with Amar Chitra Katha, ITDC debuted a specifically curated illustrated comic book, “A Day at the Hotel,” which introduces school and college students to career options in hospitality, particularly those from Tier 2, Tier 3, and rural India. The project is in line with the announcement of the proposed National Institute of Hospitality Management in Budget 2026–2027.

The publication of a stylised commemorative postcard with a QR code let people to view a movie about The Ashok and experience the celebration virtually, fusing immersive technology with memorabilia. For year-round worldwide marketing, a promotional video showcasing The Ashok’s vast green spaces, microclimate, architectural magnificence, and contemporary luxury was also released.

The Hotel Samrat’s renovated pool facilities, which include modernised kid’s and adult pools with improved safety and first-rate amenities, were opened. Midway through March is when seasonal memberships are expected to open.

A legacy coffee table book called The Ashok Recipe Book Inspired by “Gyan Bharatam” was published, detailing the state banquet dinners that Hyderabad House has been serving since 1975. The book emphasises the use of food as a tool for cultural diplomacy and soft power.

To improve guest interaction and create organised revenue streams, The Ashok, Hotel Samrat, and Kalinga Ashok locations implemented standardised ITDC-branded prepaid gift certificates for accommodation, dining, and gifting options.

In order to promote speed, size, and uniformity in governance, a universal ITDC Template for General Clauses 2026 was established to ease the licensing, agreements, and tenders processes across ITDC divisions.

With the release of an extensive printed and digital brochure, Ashok Travels & Tours (ATT) repositioned itself as a one-stop shop providing custom tour, visa, and passport services. ticketing, transportation, concierge services, and first-rate lodging. Additionally, ITDC inaugurated its online booking platform, a digital ecosystem that facilitates easy booking of hotels, flights, transportation, and conferences for government ministries, PSUs, defence, and paramilitary forces.

In collaboration with NITI Aayog, a teaser for “Chalo India with Eric Ji” (Mizoram) was released, highlighting the state’s tourist potential as part of the Hon. Prime Minister’s “Chalo India” campaign.

ITDC is positioned to play a pivotal role in propelling India’s tourist industry closer to the Viksit Bharat @2047 vision through strategic reforms, experiential tourism initiatives, digital modernisation, and inclusive capacity building.