‘As Seen on Netflix’ integrated with Incredible India platform to showcase destinations, wildlife, culture and landscapes featured in popular Netflix titles

Key Highlights

• Ministry of Tourism partners with Netflix to promote India’s tourism experiences through storytelling
• ‘As Seen on Netflix’ integrated with the Incredible India digital platform
• Travellers can discover Indian destinations featured in Netflix productions
• Collaboration highlights India’s wildlife, festivals, heritage, landscapes and local traditions
• Joint destination film showcases India’s biodiversity and wildlife tourism
• Partnership aims to strengthen India’s global tourism appeal and promote experiential travel

New Delhi, August 5, 2026: The Ministry of Tourism, in collaboration with the Ministry of Culture and Netflix, is using the power of screen storytelling to showcase India’s destinations, cultural heritage, wildlife and travel experiences to global audiences.

The initiative was announced at an event marking a decade of Netflix in India, bringing together Union Minister for Culture and Tourism Gajendra Singh Shekhawat and Netflix Co-CEO Ted Sarandos for a conversation on the growing role of storytelling in influencing how audiences discover destinations.

The partnership aims to turn India’s growing screen visibility into opportunities for destination discovery and travel, connecting audiences with the locations, traditions and experiences portrayed in popular Netflix titles.

‘As Seen on Netflix’ Comes to Incredible India

A key element of the collaboration is the integration of ‘As Seen on Netflix’ with the Incredible India digital platform.

The feature allows travellers to discover destinations across India that have appeared in Netflix productions.

The initiative covers India’s diverse landscapes, festivals, cultural heritage, wildlife and iconic locations, encouraging audiences to move from experiencing India on screen to exploring those destinations in person.

For India’s tourism ecosystem, the approach represents a shift from conventional destination promotion towards content-led tourism marketing, where films and digital storytelling become tools for creating travel inspiration.

Cinema as a Tourism Driver

Speaking at the event, Tourism and Culture Minister Gajendra Singh Shekhawat highlighted the relationship between cinema, culture and tourism.

He said storytelling can serve as a bridge connecting audiences with India’s cultural heritage and tourism experiences, with Indian stories having the potential to inspire international audiences to visit the destinations featured on screen.

The partnership with Netflix is intended to strengthen India’s global soft power while presenting the country’s cultural diversity through authentic narratives.

Focus on Wildlife and Cultural Tourism

The collaboration also showcased a destination film on India’s wildlife, jointly developed by the Ministry of Tourism and Netflix.

The film highlights India’s biodiversity and wildlife tourism experiences.

Separately, a film celebrating India’s cultural heritage was presented as part of the Ministry of Culture’s collaboration with Netflix.

The focus on wildlife and heritage provides an opportunity to promote destinations beyond India’s traditional tourism circuits and encourage travellers to explore more immersive experiences.

Storytelling Could Influence Travel Decisions

Secretary, Ministry of Tourism Bhuvnesh Kumar highlighted the growing influence of storytelling in shaping destination appeal and travel choices.

According to the Ministry, partnerships between government and the creative industry, supported by digital platforms and new technologies, are changing the way travellers discover and experience destinations.

Authentic storytelling can also help promote sustainable tourism and create economic opportunities for local communities by directing visitor interest towards destinations, experiences, crafts, food and cultural activities.

What It Means for Hotels, Hospitality and Tourism

The partnership could have a significant impact on India’s hospitality and destination economy.

When a destination gains visibility through popular film and streaming content, the resulting interest can create demand for accommodation, restaurants, local tours, transportation and experiences.

For hotels and resorts, this creates an opportunity to build ‘as seen on screen’ travel packages, location-based itineraries and experiential stays around destinations featured in films and series.

The strategy could be particularly valuable for:

• Wildlife resorts and safari destinations
• Heritage hotels and cultural properties
• Boutique hotels in emerging destinations
• Local food and culinary experiences
• Destination management companies
• Experiential and adventure tourism operators
• Rural and community-based tourism businesses

The integration with Incredible India also provides a direct bridge between content discovery and destination planning, potentially shortening the journey from watching a location on screen to researching and booking a trip.

A New Opportunity for Destination Marketing

The Ministry–Netflix collaboration reflects the growing importance of screen tourism, where films, series and streaming content influence destination awareness and travel behaviour.

For India, the strategy could help bring lesser-known destinations into the global tourism conversation while giving established destinations new narratives through culture, food, wildlife and local experiences.

Bottom Line: The Ministry of Tourism’s partnership with Netflix positions storytelling as a strategic tool for destination marketing. By connecting Netflix audiences with real Indian locations through the Incredible India platform, the initiative could drive experiential travel and create new opportunities for hotels, resorts, restaurants, local tourism operators and communities across the country.