Netflix and India's Ministry of Tourism have entered into a first-of-its-kind collaboration to integrate Indian travel destinations into original content on the platform. The initiative's main aim is to showcase diverse cultural and natural landscapes. Thus, we are promoting Incredible India globally and creating opportunities for local communities. This marks Netflix's first partnership with a tourism body in South Asia.
Netflix and the Ministry of Tourism have announced a partnership aimed at promoting Indian destinations through original storytelling on the streaming platform. Under the initiative, the two partners will explore ways to weave Indian locations into storytlines across Netflix India's original productions. The aim is to generate both domestic and international interest in visiting India, while also creating opportunities for local talent and communities involved in the filming process. V Vidyavathi, Secretary, Ministry of Tourism, said: "This collaboration with Netflix reflects our shared commitment to showcasing India's cultural richness and diversity."
Monika Shergill, who is the Vice President, Content, Netflix India, added: "At Netflix, we have always believed that India's stories are as vast and varied as its landscapes. Through this partnership with the Ministry of Tourism, we are celebrating the very soul of India - its diversity, its people, and its voices. Together, we hope to create more opportunities for local talent and communities to thrive and to share the magic of India with the world."
Netflix productions have already spotlighted destinations such as the Nilgiri forests in The Elephant Whispers, the Andaman Islands in Kaala Paani, the fields of Punjab in Amar Singh Chamkila, Rajasthan in Mismatched and Kalimpong in Jaane Jaan. Globally, shows like Emily in Paris have demonstrated the influence of filmed content on cultural travel trends.
Over the past decade, Netflix has filmed in more than 100 Indian cities across 23 states, creating what it claims is the most considerable on-ground presence by any international streaming platform. The partnership is expected to strengthen India's positioning in the global tourism market by leveraging the appeal of on-screen storytelling to inspire travel.
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