Online travel technology platform EaseMyTrip has signed a strategic Memorandum of Understanding (MoU) with the Department of Tourism, Government of Jharkhand. The agreement was officially signed at the Jharkhand Tourism Stakeholders' Summit in New Delhi by Mukesh Kumar, IAS, Secretary of Jharkhand's Department of Tourism, and representatives from EaseMyTrip. The partnership aims to digitally promote the state's tourism destinations through digital marketing campaigns, technology-driven promotional initiatives, destination branding, and targeted customer outreach across EaseMyTrip's travel ecosystem. The collaboration saw the presence of Jharkhand's Chief Minister Hemant Soren and State Minister of Tourism Sudivya Kumar at the summit. According to ANI, Mukesh Kumar, Secretary, Department of Tourism, Government of Jharkhand, stated that the Government is committed to positioning the state as a preferred tourism destination by building greater awareness of its rich spiritual heritage, natural beauty, and cultural diversity on digital platforms.
EaseMyTrip will leverage its customer reach, technology capabilities, and its dedicated spiritual and domestic tourism vertical, EasyDarshan, to showcase Shri Baidyanath Dham and other prominent temples, waterfalls, forests, eco-tourism experiences, agri-tourism initiatives, and the cultural heritage of the state. The company plans to create targeted campaigns to bring Jharkhand's spiritual, cultural, and nature-based experiences to the forefront while leveraging its travel ecosystem to reach millions of travellers across India. The partnership will cover all 24 districts of Jharkhand, significantly expanding the scope beyond the previous focus areas. Additionally, EaseMyTrip plans to launch a content-driven campaign featuring a solo traveler or influencer experiencing Jharkhand's adventure and culture-rich venues, including captivating visual storytelling of the state's coal mines, verdant hills, and tribal experiences using banners and videos optimized for EaseMyTrip's platforms. The initiative will focus on improving destination visibility and attracting more domestic travellers through technology-enabled marketing across mobile applications and Online Travel Management Platform (OTMP) formats. As per the latest reports, the company will also launch annual and quarterly promotional calendars in consultation with Jharkhand Tourism to ensure sustained visibility for local festivals and tourism circuits.
This MOU represents a low-CAPEX, high-impact branding play for EaseMyTrip, positioning the company as the digital gateway to Jharkhand. The partnership aligns with EaseMyTrip's strategic shift from pure transactional OTA services to strategic state-level tourism consultancy and promotion. The company maintains a zero-debt balance sheet as of Q1 FY27 and holds the position as India's second-largest online travel platform by volume. Recent segment growth shows non-air segments contributed over 15% to total revenue, providing a cushion against fluctuating airline margins. The partnership is expected to drive higher volumes in the non-air segment, particularly hotels and local transport, which historically offer 5-8% higher margins than air ticketing. EaseMyTrip will provide technical expertise to digitize booking systems for state-run guest houses and monuments, potentially increasing tourist footfall by an estimated 20% over two years. According to Easy Trip Planners, domestic tourism is witnessing strong momentum as travellers seek authentic experiences, with the collaboration creating targeted campaigns to support the government's efforts to strengthen destination visibility.
Rikant Pittie, chief executive officer and co-founder of EaseMyTrip, emphasized the company's commitment to supporting the Government of Jharkhand's efforts to strengthen destination visibility and inspire more travellers to discover the state's diverse tourism offerings. The partnership aligns with government initiatives like 'Dekho Apna Desh' to drive sustainable tourism and strengthens EaseMyTrip's footprint in state-sponsored tourism projects. The move is expected to have a positive impact on the 'Travel and Hospitality' sector in Eastern India, with the company gaining access to a niche but growing religious and nature-tourism demographic. EaseMyTrip continues to utilize its lean cost structure to capture market share, with the expansion into government-backed tourism promotion supporting a positive outlook. The partnership reflects EaseMyTrip's broader vision of using technology, innovation, and strategic collaborations to strengthen domestic tourism, make India's diverse destinations more accessible to travellers, and contribute to the growth of the country's tourism ecosystem.
