India taps Netflix to drive tourism through storytelling

Netflix and the Ministry of Tourism (MoT) have announced a first-of-its-kind partnership to integrate India’s travel destinations into the streaming platform’s storytelling. The move aims to turn Netflix originals into cultural showcases that also drive tourism.

Under the collaboration, Netflix and MoT will work to identify how locations can be woven into scripts without compromising creative integrity, while amplifying India’s cultural and geographic diversity.

“This collaboration with Netflix reflects our shared commitment to showcasing India’s cultural richness and diversity,” said V. Vidyavathi, Secretary, Ministry of Tourism.


Monika Shergill, Vice President, Content, Netflix India, added: “India’s stories are as vast and varied as its landscapes. Through this partnership, we’re celebrating the soul of India — its diversity, people, and voices — while creating more opportunities for local talent and communities to thrive.”

Netflix has already highlighted locations such as the Nilgiri forests (The Elephant Whisperers), the Andaman Islands (Kaala Paani), Punjab (Amar Singh Chamkila), Rajasthan (Mismatched), and Kalimpong (Jaane Jaan). Globally, shows like Emily in Paris and When Life Gives You Tangerines have demonstrated how content can influence travel trends.

Over the past decade, Netflix India has filmed in more than 100 cities across 23 states — the widest footprint of any global streaming service in the country. This is its first partnership with a tourism body in South Asia, following similar tie-ups in France, Indonesia, Korea, Thailand, Spain, Brazil and Greece.