India ties up with Netflix to promote tourist destinations globally

India has signed a non-commercial MoU with Netflix to showcase real locations across the country, using cinematic storytelling to raise global awareness, inspire travel, and strengthen the nation’s tourism brand across international audiences and markets.

The Ministry of Tourism has formalised a non-commercial collaboration with Netflix to bolster India’s presence on the world tourism map through cinematic storytelling. In a written reply to the Lok Sabha on December 1, Tourism Minister Gajendra Singh Shekhawat confirmed that the agreement allows Netflix to feature authentic Indian locations across a broad range of content to highlight the country’s natural beauty, cultural depth and historical significance.

The partnership covers destinations nationwide, including sites in Gujarat, and aims to use storytelling as a tool to build emotional connections between global audiences and India’s diverse landscapes. Officials say the initiative forms part of a wider strategy to strengthen India’s soft power and drive sustained interest from international travellers.

Cinematic content seen as a catalyst for tourism growth

The government believes global streaming platforms can play a transformative role in shaping tourism trends. As viewers engage with films and series rooted in real locations—from heritage cities and coastal retreats to remote rural settings—they are more likely to develop curiosity and seek out these destinations.

Netflix, with its extensive global user base, offers India an avenue to present itself as an immersive travel experience rather than a conventional destination. The collaboration also opens the door to supplementary promotional formats, including behind-the-scenes features, location spotlights and travel guides linked to popular titles.

Tourism experts note that such exposure can stimulate local economies, encourage sustainable travel, and help lesser-known regions gain visibility. By blending narrative appeal with authentic location-based storytelling, the partnership is expected to support India’s long-term goal of attracting more overseas visitors and reinforcing its cultural branding worldwide.