Shekhawat says tourism ministry partnership with Netflix and YouTube can boost tourism

The Story in Brief

At an event at the National Gallery of Modern Art marking Netflix’s ten years in India, Union minister Gajendra Singh Shekhawat said the Ministry of Tourism’s partnerships with private entities such as Netflix, Google, YouTube and Air India can “create wonders” in promoting Indian tourist destinations. The ministry signed a non-commercial MoU with Netflix Entertainment Services India on World Tourism Day last year to promote locations through cinematic storytelling, and an ‘As Seen on Netflix’ section was launched on the Incredible India portal to help viewers discover real locations, cultural traditions and experiences featured in Netflix India productions.

Netflix Co‑CEO Ted Sarandos joined Shekhawat for a fireside chat, saying India’s continuity of civilisation and diversity are strengths. He noted Netflix India has filmed original productions at over 100 places, produced about 200 originals in ten years and spent about two billion dollars on content. Both parties said such collaborations aim to showcase geography, people, history, food, music and fashion, and that the ministry’s recent agreements with airlines and technology platforms are non-commercial and based on mutual benefits.

The Indian Opinion

Statements that partnerships with global platforms can “create wonders” or directly boost tourism are promotional and optimistic. The article reports these claims and gives examples, such as filming at over 100 locations and the launch of a portal section, but it does not provide independent evidence of increased tourist visits, economic impact, or measures to protect local sites and communities. An ordinary reader may welcome efforts to showcase India’s diversity, yet reasonable scepticism remains about how outcomes will be measured and shared. Transparent metrics and assessments would help judge whether these non-commercial collaborations deliver sustained, equitable benefits for destinations and residents.

Original article: Tourism ministry’s partnership with Netflix, YouTube can create wonders: Shekhawat (www.hindustantimes.com)

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