Ministry of Tourism partners with Netflix to promote Indian destinations

The Ministry of Tourism has partnered with Netflix in its first South Asian collaboration to promote Indian destinations. Netflix, which has filmed across 23 states, will integrate tourism into its India storylines.

New Delhi: The Ministry of Tourism (MoT) has announced its first-ever collaboration with global streaming platform Netflix to showcase and promote the cultural richness and diversity of Incredible India.

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

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Netflix has already highlighted Indian backdrops in several acclaimed productions — from the lush Nilgiri forests in the Academy Award-winning The Elephant Whisperers, to the Andaman Islands in Kaala Paani featuring Mona Singh and Ashutosh Gowariker; the colourful fields of Punjab in Imtiaz Ali’s Amar Singh Chamkila; the vibrant streets of Rajasthan in Mismatched; and the misty hills of Kalimpong in Kareena Kapoor Khan’s Jaane Jaan.

As part of the partnership, MoT and Netflix will work together to identify ways travel destinations can be meaningfully integrated into Netflix’s India storylines, ensuring both creative alignment and tourism promotion.

Monika Shergill, Vice President, Content, Netflix India, said: “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.”

Netflix has filmed in over 100 cities across 23 states, making it the international streaming service with the widest filming footprint in India. This collaboration marks Netflix’s first partnership with a tourism governing body in South Asia, following similar tie-ups with boards in France, Indonesia, Korea, Thailand, Spain, Brazil, and Greece.

Meanwhile, Amar Singh Chamkila has earned global acclaim with lead actor Diljit Dosanjh nominated for Best Actor at the International Emmy Awards. Directed and co-written by Imtiaz Ali, the film traces the rise of Chamkila — often called the “Elvis of Punjab” — whose provocative music captured rural Punjab’s realities in the 1980s before his tragic assassination in 1988.