How OTT Platforms Are Turning Northeast India Into the Country’s New Travel Hotspot
In 2025, India’s Northeast region—long considered remote and underexplored—emerged as one of the fastest-growing domestic tourism destinations. A key driver behind this transformation? Popular Over-The-Top (OTT) web series that brought the region’s breathtaking landscapes, vibrant tribal cultures, and authentic settings into millions of living rooms.
According to ixigo’s The Great Indian Travel Index 2025, binge-worthy shows on platforms like Amazon Prime Video played a pivotal role in sparking curiosity among urban viewers. Series such as The Family Man (Season 3), Paatal Lok (Season 2), and Delhi Crime (Season 3) prominently featured the Northeast’s misty hills, pristine valleys, ancient monasteries, and biodiversity hotspots. These narratives turned passive viewing into active travel inspiration, shifting preferences away from traditional hotspots like Goa or Himachal toward more offbeat, experiential journeys.
The impact was tangible in travel data. Ixigo reported significant year-on-year growth in flight bookings to key Northeastern cities:
- Dimapur (Nagaland): +77%
- Agartala (Tripura): +48%
- Guwahati (Assam) and Imphal (Manipur): +44% each
- Itanagar (Arunachal Pradesh): +42%
This “screen tourism” phenomenon reflects a broader trend where storytelling through media influences real-world exploration. Viewers, drawn to the raw and unfiltered portrayal of the region, sought to experience its natural treasures and cultural depth firsthand.
Contributing factors amplified the OTT effect. Improved infrastructure, including more direct flights and better road connectivity, made the Northeast more accessible. Additionally, a rising interest in sustainable and cultural travel among domestic tourists—particularly younger generations—aligned perfectly with the region’s offerings of eco-tourism, adventure activities, and immersive tribal experiences.
As India enters 2026, the Northeast stands firmly on the tourism map, proving the powerful role of digital media in reshaping travel trends. For those planning their next trip, destinations like Nagaland’s rugged hills or Manipur’s serene valleys—once glimpsed on screen—now await in vivid reality.
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