Marketing Development Assistance Scheme
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Quick Answer
The Ministry of Tourism's Marketing Development Assistance (MDA) Scheme provides financial support to approved tourism service providers and State/UT departments for overseas promotion and marketing of India.
- Funding amount
- ₹1L – ₹3.5L
- Funding type
- Subsidy
- Provider
- Ministry of Tourism
- Application deadline
- Rolling
- Eligible stage
- Revenue
- Location
- Open to startups registered in India
About this subsidy
The Marketing Development Assistance (MDA) Scheme, initiated by the Ministry of Tourism, Government of India, operates under the broader Overseas Promotion & Publicity (OPP) framework. This vital initiative is designed to bolster India's presence on the global tourism map by extending crucial financial support to a wide array of approved tourism service providers, as well as State Government and Union Territory tourism administrations. The primary objective is to incentivize and enable these stakeholders to actively promote and market India as a premier tourism destination in key international markets. Through strategic financial assistance, the scheme seeks to elevate the global visibility of the "Incredible India" brand, thereby driving an increase in foreign tourist arrivals and contributing significantly to the nation's tourism economy. It addresses the financial barriers often faced by smaller and medium-sized tourism enterprises in undertaking costly international promotional activities, ensuring a more inclusive and robust marketing effort for Indian tourism worldwide.
Eligibility
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Full eligibility criteria — entity type, stage, sector, founder profile and registration requirements — plus your fit for this program. Sign up to view.
Subsidy providers
Benefits & Funding
- Amount
- ₹1L – ₹3.5L
What You Get
The Marketing Development Assistance (MDA) Scheme provides comprehensive financial backing to facilitate the global promotion of Indian tourism. Approved tourism service providers can receive up to ₹3,50,000 per tour or promotional activity, covering a significant portion of their expenses. This includes 90% of economy class airfare for travel between India and overseas markets, and within a group of countries by air or rail. Furthermore, 90% of costs associated with participating in international travel fairs and exhibitions, such as built-up/furnished stall expenses, electricity, water charges, and participation fees, are supported. Lodging expenses are also covered for a maximum of 5 nights, with an upper limit of ₹10,000 per night. For State Governments and Union Territory Administrations, financial support for overseas travel shows and exhibitions is capped at ₹3,50,000 specifically for stall-related costs, as their travel and daily allowances are typically covered by their respective governments. Beyond physical events, the scheme also extends its support to digital marketing efforts, offering to cover 50% of the total cost for online promotion of tourism destinations and products in overseas markets, including digital content creation, up to ₹1,00,000 per financial year. This holistic approach ensures diverse avenues for promoting India's rich tourism offerings globally.
- Disbursement
- Reimbursement
- Bootstrap friendly
- Yes
Timelines & Process
Applications
Rolling basis
Selection Process
The selection process for the Marketing Development Assistance Scheme primarily revolves around the meticulous review of applications for Prior Approval and subsequent Reimbursement Claims. For prior approval, the Ministry of Tourism's Overseas Marketing division assesses submitted applications (Annexure-I) for adherence to all specified eligibility criteria, completeness of documentation, and alignment with the scheme's objectives of promoting Indian tourism overseas. This review ensures that the proposed promotional activities are genuine, well-planned, and qualify for support. Following the completion of the approved activity, reimbursement claims (Annexure-II, III & IV) undergo a thorough verification process. This involves checking all submitted expenditure proofs, invoices, and other mandatory documents against the approved activity plan and the scheme's financial support limits. The Assistant Director General (Overseas Marketing) is responsible for ensuring compliance and processing the claims in a timely manner.
Application Process
- 1
Download Prior Approval Form
Download the prior approval application form (Annexure-I) from the scheme guidelines.
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How to apply
Four steps from draft to disbursement — one action each.
- 1
Submit on the official portal
Use the official application link and verify all details before final submission.
- 2
Follow up
Reach out 5–7 days after submitting to confirm receipt and ask about the review timeline.
Frequently Asked Questions
What is the main objective of the Marketing Development Assistance Scheme?
The scheme aims to provide financial support to approved tourism service providers and State/UT tourism departments to promote and market India in overseas markets, thereby enhancing brand visibility and increasing foreign tourist arrivals.
Who is eligible to apply for this scheme?
Approved tourism service providers such as travel agents, hoteliers, and tour operators, as well as Tourism Departments of State Governments and Union Territory Administrations, are eligible. Specific revenue criteria apply to private service providers.
What types of activities are covered under the financial support?
The scheme provides financial support for study tours, participation in overseas travel shows, exhibitions, road shows, and online promotion of tourism destinations and products, including digital content creation.
What is the maximum financial support available?
Tourism service providers can receive up to ₹3,50,000 per tour for physical promotional activities, covering airfare, stall costs, and lodging. For online promotion, both service providers and government departments can receive up to ₹1,00,000 per financial year, covering 50% of the total cost.
How do I apply for the scheme and claim reimbursement?
The process is online and involves two stages: first, obtaining prior approval by submitting Annexure-I via email at least 21 days before the tour. Second, after completing the activity, submit reimbursement claims using Annexure-II, III & IV via email within 45 days of completion.
Are State Governments and UT Administrations subject to the same eligibility conditions as private service providers?
While State Governments and UT Administrations are eligible, the specific minimum revenue conditions that apply to tourism service providers do not apply to them. They primarily receive support for stall costs at overseas events.
Sources
Data on this page is compiled from official program and provider references.
