Mumbai, March: Tourism is one of the fastest-growing sectors, and to increase women’s participation in this field, the State Government and the Maharashtra Tourism Department have implemented several policies. One of their key initiatives is the ‘AAI’ Policy, launched to empower women across the state and boost tourism. Under this policy, women are offered multiple opportunities to develop business and leadership skills within the tourism sector.

The policy offers interest-free loans of up to ₹15 lakh and an interest-reimbursement facility for seven years to women entrepreneurs looking to start a tourism business. The response to the initiative has been good. As part of the initiative, 4,200 applications have been received, indicating high interest among women entrepreneurs. Out of these 4,200 applications, 3,292 Letters of Intent have been generated, which is a good achievement for any government initiative.

As part of the initiative, 900 loans have been sanctioned, amounting to ₹72.49 crore. In addition, ₹1.67 crore has been sanctioned for interest reimbursement, indicating that the government is financially supporting women entrepreneurs. The policy is receiving a larger-than-life response from the Konkan, Pune, Chhatrapati Sambhaji Nagar, and Nashik divisions.

The five pillars of the ‘Aai’ Tourism Policy are promoting women's entrepreneurship, developing infrastructure for women, ensuring the safety of women tourists, providing customised services and concessions for women tourists, and promoting tourism in general. Tourism has the potential to be an important driver of the progress of women in the country. Keeping that in view, the ‘Aai’ Tourism Policy has provided a number of incentives for the development of women entrepreneurship.

According to the ‘Aai’ Tourism Policy, in every taluka of the state, up to ten tourism-related business enterprises owned and run by women, registered with the Directorate of Tourism, will be provided support for the interest on loans of up to ₹15 lakh taken from any bank. The interest amount will be directly transferred by the government to the Aadhaar-linked bank account of the women entrepreneurs, at a maximum rate of 12%. This support will be provided for a maximum of seven years, whichever is earlier: until the loan is fully paid or ₹4.5 lakh is reached. Certain conditions will be applicable in this regard.

To qualify for the loan, the tourism business must be registered with the Directorate of Tourism and owned and operated by a woman. In the case of women-owned tour and travel agencies, at least 50% of the employees must be women. The business must also have the required licenses and permits, and the loan instalments must be paid regularly.

As per the ‘Aai’ policy, female employees working in tourism businesses registered with the Directorate, such as female tour guides, female drivers, and female tour operators, will be registered under insurance schemes conducted by the central or state government. The government will pay the insurance premiums for the first five years.

A 20% discount on tourism circuits and packages arranged through tour operators of the Maharashtra Tourism Development Corporation would be provided to women tourists. In addition, a 50% discount would be provided to all women tourists on online bookings for MTDC resorts and units on 23 specified dates throughout the year, including March 1 to 8, on the occasion of International Women’s Day, and on 22 other specified dates throughout the year.

Special tours for senior women citizens, women with disabilities, women-only one-day city tours, adventure tours, trekking tours, etc., would also be arranged. Facilities for women tourists: Stalls would be provided to women’s self-help groups to sell handicrafts, artworks, and food products at properties of the Maharashtra Tourism Development Corporation. Other facilities would include rooms near elevators for elderly or differently-abled women, special recreational facilities, childcare for women tourists with children up to five years of age, etc.

Under the women-centric and gender-inclusive ‘Aai’ Tourism Policy, women entrepreneurs can opt for a variety of tourism-related businesses, including agro-tourism ventures, eateries, restaurants, cafes, homestays, tourism villas, adventure tourism ventures, houseboats, and more. This way, the policy aims to boost the economic empowerment of women and the tourism sector as a whole.

Shri. Shambhuraj Desai, Minister of Tourism, Government of Maharashtra

The ‘Aai’ Tourism Policy is not only beneficial in providing financial incentives; it is also promoting women's leadership skills more broadly. Women in the tourism industry are coming forward not only to participate but also to act as entrepreneurs and to create new employment opportunities. Through the implementation of the ‘Aai’ Tourism Policy, the self-reliance of women in the state is getting a new direction in both rural and urban areas, and the state's tourism industry is also getting a boost through the expansion of the tourism sector, making it a prominent role player in the development of the state's tourism landscape in the near future.

Shri. Sanjay Khandare (IAS), Principal Secretary (Tourism), Government of Maharashtra

“The women-centric tourism policy, ‘AAI’, is proving beneficial towards encouraging women entrepreneurs and bringing financial empowerment to women in the tourism sector. This scheme has already helped many women, including women travellers, across the state. The policy aims to support women’s economic development and boost the state’s tourism industry.”

Dr. B. N. Patil (IAS), Director, Directorate of Tourism, Government of Maharashtra

“The Aai Tourism Policy has been implemented to encourage women's empowerment and women-centric tourism. This is gradually increasing women's involvement in the tourism industry. Women receive financial incentives under this scheme to establish tourism-related enterprises. Similarly, this policy has ensured the safety and convenience of women tourists. The tourism industry can be expected to develop rapidly with women entrepreneurs leading the charge.”

About Us

The Tourism and Cultural Affairs Department of Maharashtra was established on 31st May 2006 to promote the state’s rich cultural heritage and strengthen its tourism sector. Recognizing that tourism and culture are closely linked—where historical monuments, folk arts, and local traditions serve as both cultural treasures and tourist attractions—the Government of Maharashtra created a dedicated ministerial-level department to ensure integrated decision-making on policy matters.

The department works to preserve and showcase Maharashtra’s unique art forms, traditions, and historical landmarks, fostering cultural exchange and enhancing the state’s visibility as a tourism destination. By combining cultural preservation with tourism development, it contributes to socio-economic growth while creating enriching experiences for both residents and visitors.

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