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Netflix partners with Indian ministry to promote tourism through storytelling
The collaboration aims to integrate Indian destinations into Netflix content, strengthening cultural visibility, promoting travel, and creating opportunities for local communities across the country.
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Staff Reporter - Sat, 27, Sep 2025
- 16:42 EDT
- 20
Netflix and Indian ministry of tourism / Courtesy: Wikipedia
Netflix and India’s Ministry of Tourism (MoT) have announced a partnership designed to highlight the country’s cultural and geographical diversity through on-screen storytelling.
Under the collaboration, both sides will work to identify ways of meaningfully integrating Indian travel destinations into Netflix India’s original productions. The initiative seeks to align creative narratives with tourism promotion, encouraging audiences to discover India both on-screen and in person.
Commenting on the partnership, V. Vidyavathi, Secretary, Ministry of Tourism, said, “The collaboration reflects our shared commitment to showcasing India’s cultural richness and diversity.”
Monika Shergill, vice president of content at Netflix India, emphasized that, “Through this partnership with the Ministry of Tourism, we’re not just reaffirming our commitment, we’re celebrating the very soul of India, its diversity, its people, and its voices. Together, we hope to create more opportunities for local talent and communities to thrive and to share the magic of India with the world.”
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Netflix titles have already spotlighted varied Indian settings—from the Nilgiri forests in 'The Elephant Whisperers' and the Andaman Islands in 'Kaala Paani' to Punjab’s fields in 'Amar Singh Chamkila,' Rajasthan’s vibrant streets in 'Mismatched,' and Kalimpong’s hills in 'Jaane Jaan.'
According to the platform, such portrayals can inspire cultural tourism, echoing global examples like 'Emily in Paris' and 'When Life Gives You Tangerines,' both of which influenced travel trends in France and Korea, respectively.
This marks Netflix’s first partnership with a tourism authority in South Asia. The company has previously collaborated with tourism bodies in France, Indonesia, Korea, Thailand, Spain, Brazil, and Greece.
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