 "Netflix & Ministry of Tourism mark first-of-its-kind collaboration to promote destinations across India")
Netflix and the Ministry of Tourism (MoT) have come together to reimagine how audiences discover India. This partnership combines Netflix’s storytelling power with the Ministry’s vision to showcase and promote the depth and breadth of Incredible India.
As part of the collaboration, Netflix and MoT will work together to identify how travel destinations can be meaningfully integrated into Netflix India’s original storylines, ensuring creative alignment and tourism promotion.
Speaking on the partnership, Ms V. Vidyavathi, Secretary, Ministry of Tourism said: “This collaboration with Netflix reflects our shared commitment to showcasing India’s cultural richness and diversity. ”
Monika Shergill, Vice President, Content, Netflix India shared, “At Netflix, we’ve always believed that India’s stories are as vast and varied as its landscapes - rich with heart, history, and a unique cultural rhythm. 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”.
Spanning the Nilgiri forests in The Elephant Whisperers, the mysterious shores of the Andaman Islands in Kaala Paani, the vibrant fields of Punjab in Amar Singh Chamkila, the bustling streets of Rajasthan in Mismatched, and the misty hills of Kalimpong in Jaane Jaan, these stories showcase the richness of India to audiences everywhere.
When audiences see their cultures and landscapes reflected on screen, it often inspires them to explore those places in real life. Globally, too, titles like Emily in Paris and When Life Gives You Tangerines have shown how Netflix drives cultural travel trends.
Over the past decade, Netflix India has systematically filmed across India’s geographic and cultural spectrum, creating ecosystems that benefit local communities while producing globally-appealing content. Netflix has filmed in over 100 cities across 23 states, representing the most extensive filming footprint of any international streaming platform.
This is Netflix’s first partnership with a tourism governing body in South Asia, following its collaboration with tourism boards and government agencies in several countries, including France, Indonesia, Korea, Thailand, Spain, Brazil and Greece.