In a landmark move to boost global tourism, the Ministry of Tourism (MoT), Government of India, has announced its first-ever collaboration with the global streaming giant Netflix to showcase and promote the cultural richness and diversity of Incredible India.
The partnership leverages the power of visual storytelling to integrate Indian travel destinations meaningfully into Netflix’s original content, ensuring both creative fidelity and robust tourism promotion. V. Vidyavathi, Secretary, Ministry of Tourism, emphasized the shared vision, stating, “This collaboration with Netflix reflects our shared commitment to showcasing India’s cultural richness and diversity.”
Netflix already boasts an extensive presence across the subcontinent, having filmed in over 100 cities across 23 states, giving it the widest filming footprint of any international streaming service in India. This existing library of content has already highlighted India’s diverse landscapes in critically acclaimed productions:
- Nilgiri forests: Featured in the Academy Award-winning documentary, The Elephant Whisperers.
- Andaman Islands: The mysterious setting for the series Kaala Paani, starring Mona Singh and Ashutosh Gowariker.
- Punjab: Showcased through the colourful fields in Imtiaz Ali’s biographical drama, Amar Singh Chamkila.
- Rajasthan: The backdrop for the vibrant streets in the young adult series Mismatched.
- Kalimpong: The misty hills featured in the thriller Jaane Jaan starring Kareena Kapoor Khan.
As part of the collaboration, MoT and Netflix will strategically identify ways to embed new travel destinations into Netflix’s India storylines.
Monika Shergill, Vice President, Content, Netflix India, welcomed the partnership, stating, “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.”
This collaboration marks a significant milestone as it is Netflix’s first partnership with a tourism governing body in South Asia. The streaming platform has previously forged similar successful tie-ups with tourism boards in global destinations, including France, Indonesia, Korea, Thailand, Spain, Brazil, and Greece, utilizing its content to inspire travel globally.
The initiative is expected to significantly amplify the visibility of diverse Indian locales, driving increased tourist traffic, and fostering economic opportunities for local communities across the country.
Key Highlights:
- The Ministry of Tourism (MoT), India, has partnered with Netflix in its first South Asian tourism body collaboration to promote “Incredible India.”
- The goal is to strategically integrate Indian travel destinations into Netflix’s original storylines to boost tourism and showcase the country’s cultural diversity.
- Netflix, which has filmed in over 100 cities across 23 states, has already featured locations like the Nilgiri forests (The Elephant Whisperers), the Andaman Islands (Kaala Paani), and Punjab (Amar Singh Chamkila).
- The collaboration is expected to create opportunities for local talent and communities by sharing the diversity of India with a global audience.