New Delhi: In a significant initiative to promote India’s tourism, culture and global soft power, the Ministry of Tourism, in collaboration with the Ministry of Culture and Netflix, hosted a special event on Wednesday to commemorate a decade of Netflix in India. The event celebrated the transformative power of storytelling in connecting global audiences with India’s rich cultural heritage, diverse landscapes and unique tourism experiences.
The collaboration also marks the launch of the “As Seen on Netflix” integration on the Incredible India digital platform, allowing travellers to explore destinations across the country that have been featured in popular Netflix titles.
Tourism and Storytelling Come Together
The event, held at the National Gallery of Modern Art (NGMA) in New Delhi, featured a fireside conversation between Union Minister for Tourism and Culture Gajendra Singh Shekhawat and Netflix Co-Chief Executive Officer Ted Sarandos.
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The discussion focused on how authentic storytelling can encourage travel, deepen cultural understanding and enhance India’s global soft power by showcasing the country’s traditions, landscapes and heritage through films and web series.
The gathering was attended by senior government officials, representatives from the creative industry and tourism stakeholders.
‘As Seen on Netflix’ Added to Incredible India Platform
As part of the partnership, the Ministry of Tourism has integrated “As Seen on Netflix” into the Incredible Indiadigital platform.
The feature enables travellers to discover Indian destinations that have appeared in Netflix productions, encouraging audiences to visit the real locations behind the stories they have watched on screen.
The initiative showcases:
- Iconic destinations
- Cultural heritage sites
- Vibrant festivals
- Wildlife destinations
- Scenic landscapes
- Historic monuments
Officials said the integration aims to convert cinematic inspiration into real-world travel experiences while promoting experiential tourism across India.
“Cinema Is a Bridge to Culture and Tourism”
Addressing the event, Union Minister Gajendra Singh Shekhawat emphasized the growing influence of cinema in promoting tourism and preserving cultural identity.
“Cinema is more than entertainment; it is a bridge to culture, heritage and tourism. Every Indian story has the potential to inspire someone, somewhere in the world, to experience India.”
He said the collaboration with Netflix reflects a shared vision of showcasing India’s cultural diversity while strengthening the country’s global soft power through authentic storytelling.
According to the Minister, integrating ‘As Seen on Netflix’ with the Incredible India platform will help take India’s stories to audiences worldwide and encourage international travellers to explore the destinations behind those stories.
Storytelling Can Shape Tourism
Speaking at the event, Tourism Secretary Bhuvnesh Kumar highlighted the increasing importance of storytelling in influencing travel decisions and enhancing destination appeal.
He said strategic collaborations between the government and the creative industry, supported by digital platforms and emerging technologies, are transforming the way destinations are discovered and experienced.
According to him, authentic narratives can not only inspire travellers but also promote sustainable tourism and generate meaningful economic opportunities for local communities.
Wildlife and Cultural Films Unveiled
The event also showcased a destination film on India’s wildlife, jointly developed by the Ministry of Tourism and Netflix.
The film highlights India’s extraordinary biodiversity and diverse wildlife tourism experiences, aiming to position the country as a premier destination for nature and wildlife enthusiasts.
In addition, a separate film celebrating India’s rich cultural heritage was presented as part of the collaboration between the Ministry of Culture and Netflix.
The films seek to present India’s traditions, monuments, festivals and natural treasures to audiences across the world.
Strengthening India’s Global Soft Power
Officials said the collaboration reflects a shared commitment to leveraging the universal appeal of storytelling to promote India as a preferred global tourism destination.
By connecting audiences with the places, people and traditions that inspire stories on screen, the initiative aims to encourage experiential travel while showcasing India’s unparalleled cultural and natural diversity.
The partnership is also expected to strengthen India’s image internationally by combining the global reach of Netflix with the government’s flagship Incredible India campaign, creating new opportunities to attract both domestic and international travellers.
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