Ministry of Culture and Tourism launches ‘As Seen on Netflix’ on Incredible India portal

Key Facts

• The 'As Seen on Netflix' section was launched on 5 August 2026 on the Incredible India portal.
• The initiative is a collaboration between the Ministry of Culture, Ministry of Tourism, and Netflix India.
• The launch ceremony took place at the National Gallery of Modern Art (NGMA), New Delhi.
• Union Minister for Culture and Tourism Shri Gajendra Singh Shekhawat and Netflix Co-CEO Ted Sarandos were present for the launch.
• The initiative commemorates Netflix's 10-year presence in India.
• The Ministry of Tourism and Netflix signed a non-commercial Memorandum of Understanding (MoU) in 2025 to promote Indian tourism destinations through cinematic storytelling.
• This is Netflix's first collaboration with a tourism body in South Asia.
• The new section enables users to explore real locations, cultural traditions, and experiences featured in Netflix India's films and series.
• Netflix has filmed across more than 100 locations in 23 states of India, showcasing diverse Indian cultures and landscapes.
• Prior similar collaborations of Netflix involving screen tourism have occurred with France, Indonesia, Korea, Thailand, Spain, Brazil, and Greece.
• The partnership aims to place Indian travel destinations within Netflix original content to boost tourism and strengthen India’s cultural soft power.
• Prime Minister Narendra Modi met with Netflix Co-CEO Ted Sarandos on the same day to discuss India’s role as a global content creation hub and prospects in media and entertainment.

Background & Context

The partnership continues an ongoing collaboration that was formalized through a Memorandum of Understanding signed in 2025 between the Ministry of Tourism and Netflix Entertainment Services India LLP. The MoU facilitates the promotion of India's tourism destinations globally through storytelling by integrating destinations featured in Netflix's original Indian productions. The inclusion of the 'As Seen on Netflix' section on the Incredible India portal helps audiences discover authentic Indian locales and cultural experiences, nurturing screen-inspired travel. The initiative also premiered two new promotional videos focusing on India's wildlife and cultural heritage, extending collaborative efforts in tourism promotion and cultural diplomacy. Netflix has become a significant platform in showcasing Indian stories at a global scale, amplifying local talent and tourism appeal concurrently.

Why This Matters for Exams / Exam Relevance

This initiative exemplifies modern strategies employed by the Indian government to boost tourism and cultural promotion through partnerships with global digital content platforms. It represents a unique public-private partnership fostering cultural diplomacy and creative economy growth, highlighting India’s increasing influence in global media and entertainment. This sets a precedent for integrating media and tourism sectors to enhance destination visibility. Competitive exams may include questions on innovative tourism promotion schemes, MoUs involving cultural collaborations, and government initiatives leveraging digital platforms for soft power amplification especially in the post-2025 context.

Points to Remember

• Launch Date: 5 August 2026
• Initiative Name: 'As Seen on Netflix'
• Portals Involved: Incredible India (Ministry of Tourism website), Netflix India platform
• Event Venue: National Gallery of Modern Art, New Delhi
• Key Signatories: Ministry of Tourism and Netflix India signed the MoU in 2025
• Union Minister Involved: Gajendra Singh Shekhawat
• Netflix Leadership Involved: Co-CEO Ted Sarandos
• Objective: Use cinematic storytelling to promote Indian tourism destinations and cultural heritage
• Netflix India's footprint: Filming across over 100 locations in 23 states
• First-of-its-kind collaboration in South Asia between a tourism body and a streaming platform
• Additional launch elements: Premiere of promotional videos highlighting India's wildlife and cultural heritage