Netflix and Ministry of Tourism Mark First-of-Its-Kind Collaboration to Promote Destinations Across India
Excited to see the formal partnership between Netflix and the Ministry of Tourism (MoT) to promote destinations across India.
This is a brilliant strategy that leverages the emotional power of storytelling to inspire real-world travel.
As Ms. V. Vidyavathi, Secretary, MoT, stated, this collaboration reflects a shared commitment to showcasing India’s cultural richness and diversity.
The impact of screen tourism is undeniable—we’ve seen shows like Emily in Paris and When Life Gives You Tangerines drive massive cultural travel trends globally.
Now, imagine that power turned toward the vastness of India!
Monika Shergill, VP, Content, Netflix India, perfectly articulated the mission:
“Through this partnership... we’re celebrating the very soul of India, its diversity, its people, and its voices.”
Netflix has already filmed in over 100 cities across 23 states, covering everything from the Nilgiri forests (The Elephant Whisperers) and the Andaman Islands (Kaala Paani) to the vibrant fields of Punjab (Amar Singh Chamkila).
This partnership ensures travel destinations are meaningfully integrated into future original storylines, directly boosting local communities and creating job opportunities.
This is Netflix’s first partnership with a tourism governing body in South Asia, signaling a new era of screen tourism for “Incredible India.”
Which Indian state or story are you most excited to see gain the 'Netflix effect' next?
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