New Delhi: The Ministry of Tourism has entered a non-commercial collaboration with Netflix to increase the presence of Indian locations in the platform’s global content. In a written reply to the Lok Sabha on December 1, Tourism Minister Gajendra Singh Shekhawat confirmed that the agreement enables Netflix to feature authentic sites across the country, including locations in Gujarat.
The initiative is part of the Centre’s broader effort to evaluate how digital storytelling influences international travel behaviour. Officials said the partnership aims to present India’s cultural, historical and natural assets through narrative-led content that reaches global audiences. By integrating real locations into films and series, the government expects to build familiarity with diverse regions and observe whether such exposure translates into sustained tourism interest.
The arrangement also allows complementary formats such as behind-the-scenes features and location-focused segments, which may offer additional context on how Indian sites are represented on screen. Tourism researchers note that media-driven visibility has previously influenced travel patterns in other countries, and India is testing similar outcomes without relying on promotional messaging.
The collaboration forms part of a long-term strategy to strengthen India’s cultural positioning abroad while assessing the economic potential of increased tourist footfall in lesser-known regions.
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