The Andhra Pradesh Tourism Development Corporation (APTDC) has officially formalised a strategic partnership with global payments leader Mastercard. This collaboration is a direct follow-up to the high-level discussions held between CM N. Chandrababu Naidu and Mastercard executives at the World Economic Forum (Davos) in January 2024.
1. Strategic Vision
The partnership aims to transition Andhra Pradesh from a regional player to a premium global travel destination. It leverages Mastercard’s international network to connect with its vast user base of global travellers.
- MoU Signed: June 27, 2025.
- Launch Date: The official rebranding and new tagline for AP Tourism are scheduled for World Tourism Day (September 27, 2025).
2. Key Pillars of Collaboration
| Feature | Description |
| Priceless™ Experiences | Curating “rare” and exclusive experiences in the interiors of AP (like Araku Valley and Godavari) for Mastercard’s Priceless.com platform. |
| Digital Ecosystem | Expanding secure, cashless payment infrastructure across 100+ tourist hotspots, hotels, and local craft clusters. |
| Targeted Marketing | Data-driven campaigns aimed specifically at cardholders in Europe, the Middle East, and Southeast Asia. |
| SME Support | Providing digital tools and visibility to local hotels, resorts, and small-scale artisans to help them connect with international spenders. |
3. Focus Circuits & “Anchor Hubs”
The collaboration specifically highlights the “Hub-and-Spoke” model of the new AP Tourism Policy 2024-29:
- Coastal Circuit: Focus on beach tourism in Visakhapatnam and the backwaters of Konaseema.
- Spiritual & Heritage Circuit: Global visibility for Tirupati, Amaravati, Lepakshi, and Srisailam.
- Tribal/Eco-Tourism: Showcasing the unique tribal culture and coffee plantations of the Araku Valley.
4. Broader Context: National Integration
This state-level deal is aligned with the National-level MoU signed between the Ministry of Tourism (GoI) and Mastercard in December 2025. Under the national “Knowledge Partner” role, Mastercard will identify “Strategic Travel Corridors” across India, with Andhra Pradesh being one of the first states to see ground-level activation.
5. Leadership Perspective
“Our goal is to create lifelong memories for tourists. By understanding the preferences of global cardholders, we can tailor our world-class hospitality to meet international expectations.” ~ Amrapali Kata (MD, APTDC):
“We are committed to strengthening the tourism value chain and enabling greater economic participation for local communities through secure and seamless digital payments.” ~ Gautam Aggarwal (President, Mastercard South Asia):