- The Ashok, New Delhi, completed 70 years of operation.
- India’s PSU ITDC celebrates diamond jubilee and unveils tourism initiatives.
- It launched an online portal for users to book travel and conferences.
INDIA STATE-OWNED The Ashok, New Delhi, marked 70 years of business, while its operator, India Tourism Development Corp., celebrated its diamond jubilee Friday night at the hotel in Chanakyapuri, Delhi. ITDC also announced a series of tourism initiatives to mark the occasion.
Commissioned in 1956, The Ashok is ITDC’s flagship and India’s only PSU-managed five-star property. ITDC, set up in 1966, is a Schedule 'B' Mini-Ratna Central Public Sector Enterprise under the tourism ministry.
Gajendra Singh Shekhawat, India’s minister for culture and tourism, attended the ceremony with representatives of the domestic hospitality industry and travel operators, according to PTI.
Shekhawat inaugurated initiatives for the joint celebration and described ITDC as a “multi-dimensional growth engine” for India’s tourism and hospitality sector. He highlighted its digital and metaverse strategy aligned with Prime Minister Narendra Modi’s vision of Viksit Bharat by 2047.
“Over six decades, it has played a pioneering role in shaping India’s tourism infrastructure, hospitality standards and international outreach,” the tourism ministry said. “As ITDC celebrates its 60 years, it continues to strengthen market leadership through modernization, institutional reforms and technology-driven transformation.”
Tourism boosters
The celebration saw the launch of physical, digital, intellectual and institutional initiatives to boost growth in the tourism and hospitality sector. These reflect the Union Budget 2026-27 focus on emerging technologies, including generative AI, immersive experiences, and smart digital infrastructure.
Mugdha Sinha, ITDC's managing director, said the initiatives cover the physical, digital and cognitive domains.
In collaboration with the Department of Posts, a commemorative postage stamp sheet was released to mark The Ashok’s 70 years. The stamps will serve as collectibles, branding tools, and heritage souvenirs, the ministry said.
ITDC also unveiled the illustrated comic book “A Day at the Hotel,” in partnership with Amar Chitra Katha, introducing students from tier 2 and 3 cities and rural areas to hospitality careers. The initiative aligns with the Union Budget announcement on the proposed National Institute of Hospitality Management.
A commemorative postcard with a QR code was launched, allowing users to view a film on The Ashok and the celebration digitally. A promotional film on the hotel’s grounds, micro-climate, architecture and facilities was unveiled for year-round global promotion. A coffee-table book, The Ashok Recipe Book, documenting state banquet menus at Hyderabad House since 1975, was also released.
“The book highlights gastronomy as a tool of soft power and cultural diplomacy,” the ministry said.
The Ashok and its nearby sister property, Hotel Samrat, continue to lead in hospitality. The Ashok has received the National Tourism Award for Best Facilities for Differently-Abled Persons and Best Hotel-Based Meeting Venue and plays a central role in India’s diplomatic engagements, MICE tourism and luxury hospitality.
Reviving heritage
To boost the “Wed in India” and “Meet in India” tourism segments, The Ashok has expanded its outdoor-event infrastructure for exhibitions, conferences, fairs and weddings, PTI reported. Teasers were also launched for five immersive sound-and-light shows at Leh, Purana Qila, Bundi, Sarkhej Roza and Udayagiri–Khandagiri, using projection mapping, laser technology and storytelling to revive historic sites.
ITDC launched the “Sound and Light Shows Manual 2026,” making it the only government organization with a structured framework for heritage sound-and-light shows, integrating projection mapping, evaluation methods and standardized execution processes.
The corporation also launched its online-booking portal, a digital platform for ministries, PSUs and defence and paramilitary forces, enabling booking of flights, hotels, transport and conferences.
A memorandum of understanding was signed with the Ministry of Tribal Affairs to train 1,500 tribal homestay operators nationwide through IHM, Ashok, in hospitality, financial literacy and digital operations, supporting inclusive tourism.
The joint celebration marks ITDC’s transformation into a technology-driven, governance-focused hospitality provider, integrating heritage with innovation, the ministry said.
Separately, the Hotel Association of India met Shekhawat to review Delhi hotel rates ahead of the AI Impact Summit, Feb. 16 to 20. A nationwide survey highlighted consumer concerns over high rates during major events and called for government regulation.
