With SpiceJet being the only airline operating in Jaisalmer, its potential withdrawal posed a critical risk. To keep the airline flying and revive tourism, I Love Jaisalmer launched India’s first Citizen-Airline Partnership, bringing together Jaisalmer’s citizens and District Administration to support SpiceJet in covering the risks on the Jaisalmer route. This initiative quickly mobilised resources and signed a Memorandum of Understanding (MoU), ensuring flight connectivity to Jaisalmer within 15 days. The success of this partnership became a business case study titled- SpiceJet and Jaisalmer: A Win-Win Negotiation during Crisis in Ivey Publishing.