Can Netflix Make India's Next Tourist Destination Go Viral? Shekhawat Thinks So

India is looking to harness the power of digital storytelling to boost tourism, with Union Tourism and Culture Minister Gajendra Singh Shekhawat saying partnerships with platforms such as Netflix, YouTube, Google, Air India and IndiGo have the potential to transform the country's tourism landscape.

Speaking at an event celebrating Netflix's 10 years in India at the National Gallery of Modern Art (NGMA) in New Delhi, Shekhawat said India's greatest strengths are its continuous civilisation and remarkable cultural diversity, which can be effectively showcased through films and web series.

He said cinematic storytelling offers audiences around the world a unique window into India's heritage, traditions, landscapes and local cultures. Such collaborations, he added, can not only attract international visitors but also encourage Indians to explore destinations within the country.

As part of the collaboration, the Ministry of Tourism and Netflix launched an 'As Seen on Netflix' section on the Incredible India portal. The feature allows viewers to discover real-life locations, cultural experiences and traditions featured in Netflix India's original productions, helping bridge the gap between on-screen stories and real-world travel.

Netflix Co-CEO Ted Sarandos said the streaming platform has filmed more than 100 productions across India over the past decade while producing nearly 200 original titles and investing around USD 2 billion in Indian content.

He said Netflix focuses on creating stories that remain authentically local, reflecting India's diversity through its people, history, cuisine, music and fashion. Sarandos noted that films and web series often inspire viewers to visit the places they see on screen. Referring to the popular series 'Musafir Cafe', he said many people now wish to travel to Mussoorie, where the show was filmed, despite the café itself being fictional.

Shekhawat also highlighted that the ministry's agreements with Netflix, Google, YouTube and airline partners are non-commercial, involving no government payments. Instead, they are based on mutual benefits, creating a public-private partnership model aimed at strengthening India's global tourism image while promoting its rich cultural and natural heritage.