Tourism Minister Highlights Partnerships with Major Companies to Boost India's Tourism
Enhancing India's Tourism Through Strategic Collaborations
New Delhi, August 6 - Union Tourism Minister Gajendra Singh Shekhawat emphasized that collaborations with private entities like Netflix, Google, YouTube, and Air India could elevate India's tourism sector significantly. Speaking at an event held at the National Gallery of Modern Art (NGMA) on Wednesday, he remarked that India has much to offer to the world. The event also celebrated Netflix's 10-year anniversary in India.
Last year, on World Tourism Day, the Ministry of Tourism signed a 'non-commercial' memorandum of understanding with Netflix Entertainment Services India. This agreement aims to promote India's tourist destinations globally through the art of cinematic storytelling. Ted Sarandos, co-CEO of Netflix, who was visiting India, also attended the event.
During the event, he discussed with the minister the role of storytelling in promoting India's cultural heritage, tourism, and creative economy. Shekhawat, who oversees both the Ministry of Culture and Tourism, stated that films, series, and platforms like Netflix play a crucial role in sharing India's narratives with the world. He expressed, 'I believe such partnerships can achieve remarkable outcomes.'
The minister added that these collaborations would not only present India more effectively on the global stage but also inspire Indians to explore various regions of their own country. Additionally, a new section titled 'As Seen on Netflix' was launched on the 'Incredible India' portal, developed through the cooperation of both parties.
According to the ministry, this initiative aims to familiarize global audiences with the real tourist spots, cultural traditions, and authentic experiences showcased in Netflix India's films and web series. Shekhawat noted, 'All agreements we have made with platforms like Netflix, Indigo, Air India, YouTube, and Google are non-commercial. We do not pay them for this.' He further mentioned that India represents a vast market, providing these companies with numerous benefits.