Netflix and UNWTO analyze how local stories create a greater connection with other cultures

Finding the best storytellers from around the world and bringing the most fascinating movies and series to audiences in more than 190 countries is our main goal.

In the photo above, from left to right: Naomy Gmyrek (DISAL Consulting), Sohni Kaur (Netflix) and Sandra Carvão (OMT) talk about the partnership between Netflix and UNWTO and provide information in a panel moderated by Spanish journalist Marta Fernández Vázquez at the Iberseries Platino Industria event held in Madrid (October 2021). Finding the best storytellers from around the world and bringing the most fascinating movies and series to audiences in more than 190 countries is our main goal. It has been incredible to see how communities from all corners of the Earth have managed to connect with each other through stories, from fans of Japanese anime in Germany to lovers of Turkish dramas in Latin America, or even the global phenomenon of series like The paper house and, more recently, The Squid Game. We wanted to look at how local content that is distributed globally influences the way communities and people perceive and connect with other cultures. It is for this reason that we partnered with the World Tourism Organization (UNWTO) to create a report that explores the role that series and films play in promoting tourism and cultural affinity. The report provides details for governments and various tourism ministries on the impact that local stories have on promoting tourism. It also shows how watching local stories can generate a greater interest in the culture, heritage, music, cuisine, language, and people of other countries. For more information, you can download the full report at: Cultural Affinity and Screen Tourism - The Case of Internet Entertainment Services. The results of the research were recently discussed at the Iberseries Platino Industria event held in Madrid.

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