When Stories Become Destinations: How Netflix and the Government Are Reimagining India’s Cultural Tourism
Upasana Kaura
A breathtaking palace tucked away in Rajasthan, a mist-covered valley in the Northeast, the vibrant streets of Old Delhi or the timeless ghats of Varanasi—what begins as a memorable scene on screen often sparks a desire to experience those places in real life. Around the world, film and television have transformed ordinary locations into iconic travel destinations. India is now looking to harness that same power of storytelling to showcase its extraordinary cultural wealth.
In a significant step towards promoting cultural tourism, the Ministry of Culture and the Ministry of Tourism have joined hands with Netflix India to encourage audiences across the globe to discover the real India behind the stories they watch. The collaboration aims to turn cinematic experiences into travel inspiration, connecting viewers with the country’s diverse heritage, traditions and landscapes.
As Seen on Netflix
The partnership was formally unveiled with the launch of the ‘As Seen on Netflix’ section on the Incredible India portal by Union Minister for Culture and Tourism Gajendra Singh Shekhawat. The dedicated feature enables visitors to explore authentic destinations featured in Netflix India’s films and series, offering a gateway to the locations, communities and cultural traditions that have shaped some of the platform’s most compelling Indian stories.
The announcement coincided with Netflix’s tenth anniversary in India, celebrated at the National Gallery of Modern Art (NGMA) in New Delhi yesterday. During the event, Shekhawat and Netflix Co-CEO Ted Sarandos engaged in a fireside conversation on the growing influence of storytelling in strengthening India’s cultural identity, expanding tourism and driving the country’s creative economy.
Creative Economy Key Pillar of Growth
Addressing the gathering, Shekhawat described India’s storytelling tradition as one that has captivated the world for millennia. Today, he noted, digital platforms provide an unprecedented opportunity to carry those stories far beyond geographical boundaries. He emphasised that the creative economy is emerging as a key pillar of growth—creating livelihoods while preserving the country’s rich cultural identity.
The Minister also underlined that India’s cultural strength extends well beyond its famous monuments. Every language, festival, folk tradition and regional art form contributes to a living civilisational legacy, each with stories capable of resonating with audiences worldwide. Partnerships between the government and global entertainment platforms, he suggested, can play a meaningful role in ensuring those stories are told with authenticity while opening new opportunities for Indian creators.
For Netflix, the collaboration represents a natural extension of its decade-long journey in India. Ted Sarandos remarked that there is not one India but many, each defined by distinct cultures, traditions and landscapes. Over the years, stories rooted in different corners of the country have found enthusiastic audiences across continents, often inspiring viewers to seek out the places they encountered on screen.
Screen Tourism Reshapes Travel
That phenomenon—commonly known as screen tourism—has reshaped travel globally. From New Zealand’s association with The Lord of the Rings to South Korea’s surge in visitors inspired by K-dramas, entertainment has repeatedly demonstrated its ability to influence travel decisions. India, with its extraordinary cultural diversity and cinematic heritage, is uniquely positioned to benefit from this growing trend.
The newly launched section on the Incredible India portal seeks to bridge fiction and reality by guiding travellers to authentic locations while offering deeper insights into the cultural traditions showcased in popular productions. Beyond attracting visitors, the initiative also has the potential to generate economic opportunities for local communities, encourage heritage conservation and bring greater international visibility to destinations beyond the country’s conventional tourist circuit.
As streaming platforms continue to shape cultural conversations around the world, collaborations such as this highlight the growing intersection of entertainment, tourism and heritage. More importantly, they reaffirm that India’s greatest strength lies not only in the beauty of its landscapes but in the countless stories woven into them.
By transforming on-screen narratives into real-world experiences, India is inviting the world to move beyond simply watching its stories—to walk through them, experience them and become a part of them.
This version adopts a feature-writing style with a narrative hook, broader cultural context, and a more reflective conclusion, making it well suited for a lifestyle and culture magazine rather than a conventional news report.
