In a significant move to position India as a leading global travel destination, the Ministry of Tourism, in partnership with Netflix India, has launched the ‘As Seen on Netflix’ initiative on the Incredible India platform. Announced during Netflix’s 10th anniversary celebrations in India, the initiative aims to inspire travellers to explore the real-life destinations, cultural traditions, and experiences showcased in Netflix India’s films and series.
The initiative was officially unveiled at the National Gallery of Modern Art (NGMA), New Delhi, by Shri Gajendra Singh Shekhawat, Union Minister for Culture and Tourism, alongside Ted Sarandos, Co-CEO of Netflix. The launch also featured special presentations celebrating India’s rich wildlife, heritage, and cultural diversity, highlighting the growing role of storytelling in promoting tourism.
The new ‘As Seen on Netflix’ section on the Incredible India website allows viewers to discover destinations featured in popular Netflix titles, encouraging them to transform on-screen experiences into real-world travel journeys. The collaboration builds upon the Memorandum of Understanding (MoU) signed between the Ministry of Tourism and Netflix India last year, further strengthening efforts to promote India through entertainment and digital storytelling.
Speaking at the launch, Shri Gajendra Singh Shekhawat emphasised that India’s stories have always been among its strongest cultural ambassadors. He noted that the collaboration with Netflix creates a powerful opportunity to showcase India’s heritage, traditions, destinations, and wildlife to global audiences while strengthening the country’s creative economy and tourism sector.
Echoing this vision, Ted Sarandos highlighted that India’s cultural diversity offers countless stories capable of inspiring international audiences. He remarked that when viewers connect with a place through compelling storytelling, they are often motivated to experience that destination firsthand.
Over the past decade, Netflix India has showcased numerous destinations across the country through acclaimed productions such as The Elephant Whisperers, Amar Singh Chamkila, Heeramandi: The Diamond Bazaar, Musafir Café, and Made in Korea. These stories have introduced global audiences to India’s landscapes, traditions, and cultural richness.
With screen tourism rapidly emerging as a global travel trend, the ‘As Seen on Netflix’ initiative represents an important step in connecting entertainment with tourism. By transforming cinematic storytelling into real travel experiences, the partnership is expected to boost destination marketing, attract international visitors, and further strengthen India’s position as one of the world’s most compelling tourism destinations.
