The Ministry of Tourism has signed a non-commercial Memorandum of Understanding (MoU) with Netflix Entertainment Services India to promote Indian tourism destinations worldwide through cinematic storytelling, the government told Parliament on Monday.
Union Tourism Minister Gajendra Singh Shekhawat explained that the MoU will highlight India’s natural landscapes, cultural heritage, and historic sites, including locations in Gujarat. The partnership aims to leverage visual storytelling and on-screen representation to draw global attention to India’s tourism offerings.
Separately, the government provided details on initiatives to promote rural homestays. Under the Pradhan Mantri Janjatiya Unnat Gram Abhiyan (PMJUGA), 1,000 homestays are being developed to enhance the socio-economic conditions of tribal communities. States can receive up to Rs 5 crore to implement 5–10 homestays per village within clusters of 5–6 villages. Several states and Union Territories have their own programs, including Sikkim’s Mega Homestay Project, Chhattisgarh’s Homestay Policy 2025–2030, Goa’s Homestay and Bed & Breakfast Scheme, and Tripura’s Paryatan Sahayak Prakalp.
The Ministry has also revamped the Incredible India Digital Platform (IIDP), providing a comprehensive resource for travelers and stakeholders. The platform offers virtual experiences of India’s cultural, heritage, adventure, wellness, gastronomy, arts and crafts, and rural tourism offerings. It incorporates AI-powered personalization tools, real-time weather updates, and city exploration features. Users can also book flights, hotels, cabs, buses, and tickets to ASI-protected monuments through partnerships with online travel agents and other stakeholders.
In addition, the Ministry launched the Incredible India 2.0 campaign, shifting from general promotions to thematic offerings in key international markets to attract more global tourists. The campaign emphasizes India as a holistic tourism destination, highlighting sustainability and responsible tourism practices. The Ministry also promotes Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism through social media, websites, and participation in fairs and exhibitions.
