Union Minister Gajendra Singh Shekhawat Highlights ITDC as a Multi-Dimensional Growth Engine at Landmark Anniversary Celebrations – Indian PSU
Union Minister for Culture and Tourism Gajendra Singh Shekhawat inaugurated a series of high-impact initiatives at the Convention Centre of The Ashok Hotel, marking the joint celebration of 60 years of India Tourism Development Corporation (ITDC) and 70 years of the iconic hotel.
Addressing the gathering, the Minister described ITDC as a “multi-dimensional growth engine” for India’s tourism and hospitality ecosystem, highlighting its ongoing transformation for the digital and metaverse age in alignment with the Prime Minister’s vision of Viksit Bharat @2047. He emphasised that technology integration, immersive experiences, and institutional reforms would redefine guest engagement and service standards in the coming decades.
Technology, Heritage and Institutional Reforms Take Centre Stage
The celebration witnessed the launch of a comprehensive bouquet of physical, digital, intellectual, and institutional initiatives designed to accelerate growth across the tourism and hospitality sector. Reflecting the Union Budget 2026 focus on emerging technologies, several initiatives incorporated Gen-AI, immersive storytelling, and smart digital infrastructure aimed at enhancing commercial excellence.
Established in 1966, ITDC — a Schedule ‘B’ Mini-Ratna CPSU under the Ministry of Tourism — has played a pioneering role in developing India’s tourism infrastructure and hospitality standards. As it celebrates its Shashthipoorti (60 years), the organisation is strengthening its market leadership through modernisation and technology-driven transformation.
Commissioned in 1956, The Ashok — ITDC’s flagship property and India’s only PSU-managed five-star luxury hotel — completed 70 years of service. Along with its sister property Hotel Samrat, it continues to remain central to diplomatic engagements, MICE tourism, and luxury hospitality in the national capital.
Commemorations and Cultural Initiatives
In collaboration with India Post, a customised commemorative “My Stamp” sheet was released to honour The Ashok’s legacy. ITDC also unveiled an illustrated comic book, “A Day at the Hotel,” in partnership with Amar Chitra Katha, introducing young students to hospitality careers.
A QR-enabled commemorative postcard allowing digital access to a film on The Ashok was launched, alongside a promotional film showcasing the property’s architectural grandeur and expansive greens for global promotion.
A heritage coffee-table publication — The Ashok Recipe Book Inspired by “Gyan Bharatam” — documenting state banquet menus served at Hyderabad House since 1975 was also released, highlighting gastronomy as a tool of cultural diplomacy.
Infrastructure Expansion and Guest Experience Enhancements
Upgraded swimming pool facilities at Hotel Samrat were inaugurated, while The Ashok expanded its outdoor event infrastructure with renovated Aishwarya Gardens and the launch of Airawat Outdoors — a multi-purpose venue for exhibitions, conferences, and weddings, supporting India’s “Wed in India” and “Meet in India” initiatives.
Standardised ITDC-branded prepaid gift vouchers covering rooms, dining, and gifting solutions were introduced across The Ashok, Hotel Samrat, and Kalinga Ashok properties to strengthen guest engagement and structured revenue streams.
Governance Modernisation and Digital Transformation
ITDC released a fully modernised Procurement of Goods & Services Manual 2026, aligned with revised General Financial Rules, CVC guidelines, and the GeM platform, replacing the 1997 framework to enhance transparency and efficiency. The organisation also launched the Sound & Light Shows Manual 2026, establishing a structured operational framework integrating projection mapping, QCBS evaluation, and standardised execution.
A unified ITDC Template for General Clauses 2026 was introduced to streamline tendering and licensing processes across divisions, promoting governance uniformity and faster execution.
Skill Development and Inclusive Tourism
The Ashok Institute of Hospitality & Tourism Management was repositioned as Institute of Hotel Management Ashok, aligning with the national IHM framework and strengthening its role as a Centre of Excellence.
An MoU with the Ministry of Tribal Affairs aims to train 1,500 tribal homestay operators nationwide in hospitality standards, financial literacy, and digital operations, promoting inclusive and sustainable tourism.
Immersive Tourism and Digital Services
Teasers were unveiled for immersive Sound & Light Shows at Leh, Purana Qila, Bundi, Sarkhej Roza, and Udayagiri & Khandagiri, using projection mapping and laser technology to rejuvenate heritage destinations.
Ashok Travels & Tours introduced a revamped physical and digital brochure positioning itself as a one-stop travel solution, alongside the launch of ITDC’s online booking portal enabling seamless travel, accommodation, and conference bookings for government ministries, PSUs, defence, and paramilitary organisations.
A teaser for “Chalo India with Eric Ji” (Mizoram), developed with NITI Aayog, was also launched to promote tourism in the Northeast under the Prime Minister’s “Chalo India” campaign.
Towards Viksit Bharat @2047
The joint celebration symbolised ITDC’s evolution into a technology-enabled, governance-driven, and experience-centric hospitality leader. With strategic reforms, immersive tourism initiatives, digital modernisation, and inclusive capacity building, ITDC is positioning itself to play a defining role in advancing India’s tourism sector toward the vision of Viksit Bharat @2047.
