Netflix and the Ministry of Tourism (MoT) have struck a first-of-its-kind partnership to integrate India’s cultural and natural landscapes into the streaming giant’s original stories, with the aim of nudging audiences to explore the country beyond the screen.

The collaboration will see Netflix and the Ministry work closely to identify how destinations can be meaningfully woven into upcoming titles while staying true to the creative intent, according to the company. 

“This collaboration with Netflix reflects our shared commitment to showcasing India’s cultural richness and diversity,” said V. Vidyavathi, Secretary, Ministry of Tourism.

For Netflix, the tie-up is as much about storytelling as it is about creating ripple effects on the ground. 

“At Netflix, we’ve always believed that India’s stories are as vast and varied as its landscapes—rich with heart, history, and a unique cultural rhythm,” said Monika Shergill, vice president, Content, Netflix India. “Through this partnership, we’re not just reaffirming our commitment, we’re celebrating the very soul of India… Together, we hope to create more opportunities for local talent and communities to thrive, and to share the magic of India with the world.”

Over the years, Netflix originals have already turned the spotlight on Indian destinations. The Oscar-winning The Elephant Whisperers captured the Nilgiri forests, Kaala Paani was rooted in the Andaman Islands, Amar Singh Chamkila highlighted Punjab, Mismatched unfolded in Rajasthan, while Jaane Jaan showcased Kalimpong’s misty hills.

Research cited by the company shows that when audiences see places and cultures reflected on screen, it often fuels tourism. Globally, shows like Emily in Paris and When Life Gives You Tangerines have triggered travel interest in France and South Korea respectively. India’s tourism ministry is now betting on a similar boost.

Netflix India already has one of the widest filming footprints in the country, having shot across 100 cities and 23 states over the past decade. This not only diversifies its catalogue but also generates economic opportunities for local talent, crews, and small businesses in filming locations.

The partnership marks Netflix’s first tie-up with a tourism body in South Asia. The streaming giant has previously worked with government agencies and boards in countries such as France, Indonesia, Korea, Thailand, Spain, Brazil, and Greece.