India’s vibrant cultural tapestry is set to shine even brighter this autumn, as two major initiatives seek to spotlight the nation’s rich traditions and breathtaking landscapes for both domestic and global audiences. In Rajasthan, the much-anticipated return of the Singing Sands boutique heritage festival promises an intimate, immersive celebration of living traditions, while Netflix’s new partnership with India’s Ministry of Tourism aims to cast the country’s diverse destinations into the international limelight through creative storytelling. Together, these efforts are poised to redefine how travelers and culture-seekers experience India in 2025 and beyond.
The Singing Sands festival, which debuted in 2024 to enthusiastic crowds from across India and abroad, is set to return this October to the historic Dundlod Fort in Rajasthan. Built in 1750 by Thakur Kesari Singh, the fort stands as a testament to the region’s Rajput-Mughal architectural fusion and provides a fittingly atmospheric backdrop for a festival that places living heritage at its heart. According to Hindustan Times, this year’s edition will focus on small-scale, close-knit experiences, drawing visitors into the very core of Rajasthan’s cultural traditions.
Festival Producer Naveen Tripathi explained the unique approach: “Singing Sands is imagined as a boutique heritage festival; intimate, immersive, and rich with cultural experiences. At Dundlod Fort, music, crafts, and stories unfold within courtyards and havelis, creating a retreat that feels both exclusive and deeply engaging. Every performance and workshop is designed to draw people closer to Rajasthan’s living traditions, not as spectators but as participants. The festival is a cultural escape where you slow down, connect with the roots of heritage, and leave with moments that stay with you long after you return to everyday life.”
Among this year’s highlights are hands-on workshops with folk instrument makers, a rare opportunity to visit the world-renowned Dundlod Stud Farm owned by Thakur Raghuvendra Singh (also known as Bonnie Bana), and immersive horse safaris that traverse the sweeping desert landscape. Attendees can also enjoy traditional desert camp experiences and guided tours of a restored haveli-turned museum, all set within the evocative walls of Dundlod Fort. These activities are designed to go well beyond passive observation, inviting guests to step into the rhythms and rituals of Rajasthan’s living culture.
Festival Director Vinod Joshi emphasized the festival’s distinctive spirit, sharing with Hindustan Times: “What makes Singing Sands so unique is the way traditions and settings come alive together. A folk singer in a haveli courtyard, a sarangi blending with global instruments, or the discovery of unseen crafts against the backdrop of mesmerizing architecture are experiences that cannot be recreated elsewhere. The festival is as much about the joy of engaging with artists as it is about enjoying the music itself. With its workshops, storytelling walks, and shared feasts under starlit skies, Singing Sands becomes a cultural getaway that is exciting, memorable, and unlike anything audiences would find in a conventional setting.”
Inclusivity is central to the festival’s ethos, with women artists and artisans taking on prominent roles throughout the program. Regional recipes are celebrated in shared meals, and in a move designed to nurture the next generation of culture lovers, children aged 12 and under are welcomed free of charge. The aim, as organizers put it, is to ensure that Rajasthan’s vibrant traditions are not only preserved but passed on in ways that are engaging and enjoyable for all ages.
The festival’s immersive approach stands in contrast to many large-scale events, emphasizing genuine connection over spectacle. As Tripathi noted, “Every performance and workshop is designed to draw people closer to Rajasthan’s living traditions, not as spectators but as participants.” This philosophy is reflected in the festival’s workshops, storytelling walks, and communal feasts under the desert sky, all of which are intended to foster a sense of belonging and shared discovery among attendees.
While the Singing Sands festival offers a deeply rooted, on-the-ground experience of Indian heritage, Netflix is leveraging its global platform to bring India’s stories and landscapes to the world stage. On September 30, 2025, Netflix announced its first-ever collaboration with a South Asian tourism body, joining hands with India’s Ministry of Tourism to promote the country’s tourist destinations through original storytelling on its platform. As reported by Travel + Leisure Asia, this partnership is designed to boost tourism and highlight India’s extraordinary diversity—its landscapes, heritage, and traditions—by weaving them into the narratives of upcoming Netflix shows and films.
Secretary of the Ministry of Tourism, V Vidyavathi, underscored the significance of the collaboration: “This collaboration with Netflix reflects our shared commitment to showcasing India’s cultural richness and diversity.” The move is expected not only to entice international travelers but also to encourage Indians to explore the varied wonders of their own country.
Netflix India has a proven track record of spotlighting local culture, with acclaimed productions such as The Elephant Whisperers, Kaala Paani, Amar Singh Chamkila, and Mismatched offering audiences intimate glimpses into the nation’s heart and history. With the new partnership, the streaming giant will craft more original stories filmed across a range of regions, providing fresh perspectives on both well-known and hidden gems throughout India.
Monika Shergill, Vice President of Content at Netflix India, explained the vision behind the initiative: “At Netflix, we’ve always believed that India’s stories are as vast and varied as its landscapes, rich with heart, history, and a unique cultural rhythm.” She added that the collaboration aims to “create more opportunities for local talent and communities to thrive, and to share the magic of India with the world.”
Over the past decade, Netflix’s filming footprint in India has expanded to more than 100 cities across 23 states, reflecting the platform’s commitment to showcasing the country’s geographical and cultural diversity. This extensive exposure has already benefited local communities by bringing lesser-known destinations into the spotlight and inspiring global audiences to explore India’s many facets. The new partnership with the Ministry of Tourism is expected to further enhance India’s standing in global tourism and encourage even more travel to its diverse destinations.
For travelers, culture enthusiasts, and storytellers alike, the convergence of these two initiatives signals a new era in the way India is experienced and imagined. Whether through the tangible, hands-on immersion of the Singing Sands festival or the evocative, far-reaching narratives crafted by Netflix, India’s living traditions and stunning landscapes are finding fresh avenues to captivate audiences both at home and around the world.
As the Singing Sands festival prepares to welcome visitors to the courtyards and desert vistas of Dundlod, and as Netflix readies its next wave of India-inspired stories, the message is clear: India’s heritage isn’t just something to observe—it’s something to be lived, shared, and celebrated in all its dazzling variety.
