Now Reading: Tourism Minister Supports Netflix Partnerships to Promote Indian Destinations
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Tourism Minister Supports Netflix Partnerships to Promote Indian Destinations
Tourism Minister Supports Netflix Partnerships to Promote Indian Destinations
The Story in Brief
Union Tourism Minister Gajendra Singh Shekhawat said partnerships with Netflix, Google, YouTube and Air India could promote Indian tourist destinations. He was speaking at an event marking Netflix’s 10 years in India at the National Gallery of Modern Art. Netflix co-CEO Ted Sarandos also attended.
The Tourism Ministry signed a non-commercial memorandum of understanding with Netflix India last year. The Incredible India portal now has an ‘As Seen on Netflix’ section featuring locations, traditions and experiences shown in productions. Sarandos said Netflix India had filmed at more than 100 places and produced about 200 originals in a decade.
The Indian Opinion
Such partnerships could bring attention to lesser-known destinations, but their wider tourism impact remains uncertain. The available information gives no figures on visitor growth, local earnings or effects on communities and heritage sites. Promotional claims should therefore be assessed through clear public measures. The non-commercial nature of the collaborations also makes it important to explain how benefits will be shared and sustained.
Source: hindustantimes.com
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