As Seen on Netflix: Tourism Ministry, Netflix launch portal to promote India's filming locations

The Ministry of Tourism and Netflix India on Thursday launched "As Seen on Netflix", a dedicated section on the Incredible India website that will allow travellers to explore real-life filming locations, cultural traditions and experiences featured in Netflix India's films and series.

The initiative, launched as Netflix completed 10 years in India, is part of the streaming platform's ongoing partnership with the Ministry of Tourism to promote India's destinations and cultural heritage through storytelling.

The announcement was made at an event at the National Gallery of Modern Art (NGMA), where Union Minister for Culture and Tourism Gajendra Singh Shekhawat and Netflix Co-Chief Executive Officer Ted Sarandos discussed how Indian stories can boost tourism and strengthen the country's creative economy.

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The new section on the Incredible India portal aims to help viewers discover the real locations, cultural traditions and authentic experiences showcased in Netflix originals, encouraging screen-inspired travel across the country.

The event also saw the premiere of two new videos highlighting India's wildlife and cultural heritage, expanding the collaboration between the government and the streaming platform.

The partnership follows a memorandum of understanding (MoU) signed between the Ministry of Tourism and Netflix India last year. Two promotional videos unveiled at ITB Berlin earlier this year have since been used by Indian missions abroad to promote tourism and cultural diplomacy.

"India's stories have always been our greatest cultural ambassadors. As technology brings the world closer together, our collaboration with Netflix creates an extraordinary opportunity to take India to the world and bring the world to India," Shekhawat said.

Netflix Co-CEO Ted Sarandos said stories rooted in different parts of India have resonated with audiences globally over the past decade.

"There isn't one India, there are many Indias. Over the past ten years, we've seen how stories rooted in different parts of the country can connect with audiences around the world. When people discover a place or culture through a story, it can inspire them to experience it for themselves," he said.

Netflix said it has spent the past decade showcasing stories from across India, with titles including The Elephant Whisperers, Amar Singh Chamkila, Heeramandi: The Diamond Bazaar, Musafir Café and Made in Korea, using local cultures, traditions and destinations as integral elements of their narratives.