Maharashtra’s ‘Aai’ Tourism Policy Empowers Women Entrepreneurs and Tourists
Tourism, one of the fastest-growing sectors, is witnessing increasing participation from women through progressive initiatives introduced by the Government of Maharashtra. To further strengthen women’s involvement in the tourism industry, the state government and the Directorate of Tourism have implemented the ‘Aai’ Tourism Policy, a women-centric initiative aimed at empowering women entrepreneurs and enhancing travel experiences for women tourists.
Under the policy, women entrepreneurs can avail interest-free loans of up to ₹15 lakh, along with an interest reimbursement facility for up to seven years, enabling them to establish tourism-related businesses. The initiative has already received an encouraging response across the state. A total of 4,200 applications have been received, out of which 3,292 Letters of Intent (LoIs) have been generated. So far, 900 loans amounting to ₹72.49 crore have been sanctioned, while ₹1.67 crore has been approved for interest reimbursement. The scheme has witnessed strong participation from the Konkan, Pune, Chhatrapati Sambhaji Nagar, and Nashik divisions.
The ‘Aai’ Tourism Policy is based on five key pillars—promoting women’s entrepreneurship, developing women-friendly tourism infrastructure, ensuring the safety of women tourists, providing customised services and concessions for women travellers, and strengthening tourism promotion in the state.
According to the policy, in every taluka of Maharashtra, up to ten tourism enterprises owned and operated by women will receive support for interest on loans of up to ₹15 lakh taken from any bank. The government will directly transfer the interest amount—up to a maximum rate of 12%—to the Aadhaar-linked bank accounts of women entrepreneurs. This support will continue for up to seven years or until ₹4.5 lakh is reimbursed, whichever is earlier, subject to applicable conditions.
To qualify, 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 employees must be women, and all necessary licenses and permits must be obtained while ensuring regular repayment of loan instalments.
The policy also focuses on the welfare of women professionals in tourism. Female employees such as tour guides, drivers, and tour operators registered with the Directorate will be covered under government insurance schemes, with the premium paid by the government for the first five years.
Women tourists will also benefit from several incentives. A 20% discount will be offered on tourism circuits and packages arranged through tour operators of the Maharashtra Tourism Development Corporation (MTDC). Additionally, 50% discounts on online bookings for MTDC resorts and units will be available on 23 special dates annually, including March 1–8 during International Women’s Day celebrations, along with other designated dates throughout the year.
Special tourism experiences such as women-only city tours, adventure tours, trekking expeditions, and dedicated tours for senior women citizens and women with disabilities will also be organised. To support women’s self-help groups, stalls will be provided at MTDC properties for selling handicrafts, artworks, and food products. Additional facilities will include rooms near elevators for elderly or differently-abled women, childcare services for women travelling with children up to five years, and dedicated recreational facilities.
The ‘Aai’ Tourism Policy also encourages women entrepreneurs to explore diverse tourism ventures such as agro-tourism projects, cafes, restaurants, homestays, tourism villas, adventure tourism activities, and houseboats, thereby promoting economic independence and expanding tourism opportunities across the state.
Shri Shambhuraj Desai, Minister of Tourism, Government of Maharashtra, said that the ‘Aai’ Tourism Policy not only provides financial incentives but also encourages women to develop leadership skills and create employment opportunities. He noted that the policy is strengthening women’s self-reliance in both rural and urban areas while contributing significantly to the growth of Maharashtra’s tourism sector.
Shri Sanjay Khandare (IAS), Principal Secretary (Tourism), Government of Maharashtra, stated that the women-centric ‘Aai’ policy is encouraging women entrepreneurs and bringing financial empowerment to women in the tourism sector. He added that the scheme has already benefited many women across the state and aims to further strengthen women’s economic development while boosting tourism.
Dr. B. N. Patil (IAS), Director, Directorate of Tourism, Government of Maharashtra, highlighted that the policy has been designed to promote women’s empowerment and encourage greater participation of women in tourism. He noted that financial incentives and dedicated initiatives under the policy are enabling women to establish tourism-related enterprises while ensuring the safety and convenience of women travellers.
Through the implementation of the ‘Aai’ Tourism Policy, the Maharashtra government aims to create a more inclusive tourism ecosystem, empower women entrepreneurs, and accelerate the growth of the state’s tourism industry.
