From the misty Nilgiri hills to the buzzing streets of Jaipur, India’s landscapes have long been a natural stage for stories. Now, these backdrops are set to shine brighter on the global screen. Streaming giant Netflix has partnered with the Ministry of Tourism (MoT) in a first-of-its-kind collaboration in South Asia to showcase the cultural and natural wealth of Incredible India through storytelling.
At its heart, the partnership is simple: to weave India’s destinations more seamlessly into Netflix India’s original productions. Whether it’s a rural hamlet, a coastal town, or a bustling metro, the idea is to let India’s cinematic diversity spark curiosity and inspire travel. Over the years, Netflix has already offered glimpses of the country’s spectacular geography. Viewers of The Elephant Whisperers may recall the lush Nilgiri forests, while Kaala Paani spotlighted the Andaman Islands. The vibrant mustard fields of Punjab in Amar Singh Chamkila, the lanes of Jaipur in Mismatched, and the atmospheric Kalimpong hills in Jaane Jaan have all placed India firmly in the international spotlight.
Globally, this phenomenon is well established. Paris saw a tourism surge with Emily in Paris, while Korean dramas have become powerful travel magnets across Asia. India is now poised to benefit from the same trend. By putting places in the spotlight through original stories, the Ministry and Netflix aim to turn armchair viewing into real journeys.
Netflix’s footprint in India is already remarkable. Over the past decade, the platform has filmed in more than 100 cities across 23 states, capturing both the familiar and the lesser-known. From forests to forts, villages to megacities, these shoots have not only produced global content but also created economic opportunities for local communities. Every filming project, big or small, contributes to local ecosystems—be it through jobs, tourism services, or the visibility it brings to a destination.
This collaboration formalises what has been happening organically for years. By working directly with the Ministry of Tourism, Netflix can ensure that future productions present locations authentically, celebrating their histories, traditions, and economic relevance to communities. The result could be a virtuous cycle where cinema and streaming inspire travel, and travel in turn sustains communities and heritage.
For Netflix, this isn’t new territory. The platform has tied up with tourism boards in countries like France, Indonesia, Korea, Thailand, Spain, Brazil, and Greece. But its partnership with the Ministry of Tourism is the first such collaboration in South Asia, underlining India’s importance as both a content hub and a destination.
The scope is immense. India’s diversity offers storytellers everything from Himalayan landscapes and desert forts to coastal towns and cosmopolitan cities. Each of these settings has the potential to connect with audiences not just as a backdrop, but as a character in itself. As seen in Sacred Games or Bombay Begums, Mumbai’s chaotic charm becomes as integral to the story as the protagonists. Similarly, Little Things folded Mumbai’s urban vibe into its romantic narrative, making the city relatable for global audiences.
What the Ministry hopes is that this kind of screen tourism will translate into higher footfall for destinations across the country. With the global reach of Netflix, that prospect looks promising.
1. What is the Netflix–Tourism Ministry partnership about?
It’s a collaboration to integrate Indian travel destinations into Netflix originals, promoting tourism through storytelling.
2. Has Netflix showcased India before?
Yes, productions like Kaala Paani, The Elephant Whisperers, Mismatched, and Jaane Jaan already feature Indian landscapes.
3. Why is this collaboration significant?
This marks Netflix’s first tie-up with a tourism body in South Asia, boosting India’s presence in global screen tourism.
4. Which destinations are expected to gain visibility?
From Jaipur’s historic charm to the Andaman Islands, Kalimpong, Punjab, and beyond, a wide range of locations will benefit.
5. How does screen tourism influence travel?
Audiences often want to visit destinations they see on screen, as proven by global hits like Emily in Paris.
(With inputs from various sources)
