From CK Nayak
NEW DELHI, Dec 27: It may sound incredible, but it is true. India’s remote Northeastern region—currently grappling with extreme cold and dense fog—is witnessing an unprecedented surge in flight bookings from year-end tourists. What is even more surprising is that this spike is not driven by aggressive tourism campaigns from the government or corporate houses, but by popular OTT shows such as The Family Man (Season 3), Paatal Lok (Season 2), and Delhi Crime (Season 3).
According to the Great Indian Travel Index 2025 released by ixigo, flight bookings to several Northeastern cities have skyrocketed as binge-worthy web series bring the region’s raw beauty and rich culture directly into living rooms across the globe. Cities such as Imphal, Dimapur, and Agartala recorded strong growth in flight bookings over the year, the report said.
In another surprising development, Dimapur—despite not being a state capital—has emerged with the highest growth in flight bookings, even surpassing Guwahati. This spike is partly attributed to the recent Hornbill Festival. Dimapur leads the chart, followed by Agartala with a 48% increase, Imphal and Guwahati at 44% each, and Itanagar at 42%.
This growth has come despite prolonged adverse weather conditions in the region. Heavy rainfall earlier in the year caused severe waterlogging and floods, blocking major highways. With winter setting in rapidly, biting cold and intense fog have made flight operations increasingly challenging.
Yet, this paradoxical rise in tourism is largely attributed to the “silver screen,” which has evolved beyond entertainment to become a powerful digital travel agent. From the misty hills of Nagaland to the sun-drenched valleys of Manipur, the Northeast is experiencing an unprecedented tourism boom, with OTT content acting as the key catalyst.
For years, the region was viewed as a niche destination primarily for adventurous trekkers. However, year-end travel trends now show that popular web series—showcasing lush landscapes and unfiltered, authentic settings—have turned the region itself into a central character.
Unlike traditional travel advertisements that often feel curated and distant, OTT content offers a more immersive and authentic lens. When viewers watch Srikant Tiwari navigate the streets of Nagaland or experience the atmospheric tension of Assam-set narratives in Delhi Crime, they are not merely observing a backdrop—they are absorbing a mood.
“People are no longer just looking for a holiday; they are looking for a story,” said a travel analyst. “The ‘Gatorade blue’ waters of the South are giving way to the ‘moody greens’ of the East. Travelers want to cross the same suspension bridges and explore the same local markets they’ve seen on their favorite streaming platforms.”
Aloke Bajpai, Group CEO, and Rajnish Kumar, Group Co-CEO of ixigo, noted, “What truly stood out in The Great Indian Travel Index 2025 was the scale and diversity of travel demand across the country. Rising disposable incomes and better connectivity are helping expand the travel ecosystem beyond traditional travellers.”
They added, “Tier 2 and Tier 3 cities are increasingly shaping India’s travel narrative. Cities like Guwahati, the gateway to the Northeast, are driving strong demand across flights, trains, and buses, with several metro-to-emerging city bus routes witnessing nearly 80% year-on-year growth.”
This surge is not only benefiting airlines but is also revitalizing the local hospitality sector. Travelers are increasingly opting for authentic tribal homestays—particularly in areas such as Ziro Valley and the South West Khasi Hills—over conventional hotels.
Taking note of this trend, the Ministry of Tourism signed a landmark MoU with Netflix on World Tourism Day 2025 to promote Indian destinations through cinematic storytelling. This “Cinematic Tourism” model aims to highlight cultural assets and heritage sites while ensuring sustainable revenue generation for local communities.
Not to be left behind, several state governments—including Meghalaya—have announced film policies to attract movie and web series productions to their picturesque locations. Incentives and facilities are being extended to encourage filming across the region.
Meanwhile, airlines have cautioned travelers about ongoing weather-related disruptions. “Low visibility and fog over Agartala and Bagdogra airports may impact flight schedules,” IndiGo and SpiceJet said in advisories, warning that arrivals, departures, and connecting flights could be affected due to adverse weather conditions.
