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Film Tourism

A Growing Phenomenon Worldwide

Bollywood films are making waves on the international stage, not only with their perfectly synchronized dancing, but also in their depiction of Indian travel behaviours. Tourism industry has reaped benefits from movies showcasing the scenic splandour of the numerous tourist destinations all around the globe. Evoking positive perceptions of the destination through image presentations has become an effective way to catapult the target destination into the tourist’s consideration set.


 
  Zindigi Na Milegi Dobara showing Tomatino festival of Spain

Film industry has great influence on global tourism. The heart-stirring scenes of Switzerland in Diwale Dulhaniya Le Jaenge, the epic pyramids of Egypt in Singh is King, the Tomatino festival of Spain in Zindigi Na Milegi Dobara, the sky scrapers of Great Britain in Namaste London, soul soothing landscapes of France in Tamasha, breathtaking beauty of Iceland in Dilwale, iconic castles of Prague in Rockstar and mesmerizing location of Belgium in PK, made us enthusiastic to explore these places. There has been a strong relationship between movies and tourism. With the growing popularity of these movie, the places showcased in it also attract tourists.

Tourism today is one of the world‘s fastest growing and oldest industries. Film tourism is defined as tourist visits to a destination or attraction as a result of the destination being featured on television, video or the cinema. Choosing a destination for movies play a crucial role as it influences the viewer‘s choice of the destination. Film tourism describes the effects that film and TV productions can have on the travel decisions as movies motivate people to take up travel to places. Film tourism is a growing phenomenon and is used as an effective marketing tool to attract more number of tourists to the country. Film tourism is an excellent strategy to captivate the minds of the viewers and attract them towards the destination.

 
  Sushant Singh Rajput and Anushka Sharma in PK, Bruges, Belgium

Bollywood movies have been depicting tourist destinations which catches the eyes of viewers. They have become very popular in featuring foreign destinations. This had a huge impact on the viewers and has resulted in a rapid increase in international travel by Indians. There are many destinations where tourism increased at a very fast pace after being featured in bollywood movies.

Spain

With the release of the movie Zindagi Na Milegi Dobara (2011), which depicted the beautiful places in Spain, there was an increase in Indian tourists travelling to Spain and as a result special tour packages were prepared for the destination.

Spain Tourism received 600,000 enquiries from India after the release of Zindagi Naa Milegi Dobara. One of the film’s sequences was shot at the famous Tomatino festival, which prompted travellers from India to visit Spain. The Spain Tourism Board spent about half a million on marketing campaigns using movie clips.

Switzerland

 
  (L) Dilwale Dulhaniya Le Jaenge was shot in Swizerland; (R) A shot from Tamasha film

Many Bollywood directors showcased Switzerland in several Hindi movies. The legendary movie Dilwale Dulhaniya Le Jayenge was extensively filmed in Switzerland and the film motivated thousands of Indians to explore the country.

Outbound travel from India to Switzerland increased by 30%. Till date, more than 80 Bollywood movies have been shot extensively in Switzerland.

Great Britain

 
  A scene from Namastey London, Britain

Britain has become a popular destination for Bollywood to screen their films. Some of the blockbusters of Bollywood that were filmed in Britain include Taal, Namastey London and Kabhi Khushi Kabhi Gham, Cheeni Kum, Jhoom Barabar Jhoom and Salaam-e-Ishq.

According to reports, in 2006 London welcomed over 212,000 tourists from India with an overall annual spend of 139 million pounds, overtaking spending from Japanese tourists at 123 million pounds for the first time.

Australia

 
  Bachna Ae Haseeno was shot in Sydney, Australia

Over the years Australia has emerged as a popular Bollywood film shooting destination, owing to its striking diversity. There are many fascinating and heart-stealing views for tourists in Australia. Ranging from vibrant cosmopolitan cities, to wide open countryside and stunning natural terrain in the form of beaches, deserts, mountains and coral reefs, Australia truly has a little bit of everything for everyone.

 
  Scene from Singh is King shot in Australia

The movies that have been shot in Australia include Dil Chahta Hai (Sydney), Shaadi Ke Side Effects (Queensland), Bhaag Milkha Bhaag (Melbourne), Bachna Ae Haseeno (Sydney), Singh is King (Brisbane and Gold Coast), Major Saab (Queensland), Heyy Babyy (Sydney) to name a few.

Asia

Not only Europe and America but Asia also has become a major hub to shoot for Bollywood movies. Dubai, Singapore, Malaysia, Hong Kong, Maldives, Shanghai, Mauritius, etc have emerged as the most wanted countries for film shooting. Movies such as Krissh, De Dana Dan, Pyar Impossible are filmed in Malaysia.

Mauritius offeres picturesque views of stunning beaches when it come to film shooting. The numbers of Bollywood movies which have been shot in Mauritius include No Entry, Mai Khiladi Tu Anari, Josh, Chashme Baddoor, Bade Miyan Chote Miyan, Duplicate, Dulhan Hum Le Jayenge, Mujhse Shaadi Karogi, Kya Yehi Pyar Hai, Kidnap, Sorry Bhai and Break Ke Baad.

The Mauritius government had presented its vision for a film industry in its 2012 Budget, wherein provision was made for the development of Mauritius as a film-making destination for film-shooting, animation and post-production activities.

Countries all over the world have realized that for promoting tourism, films can do a lot of things as they showcase their heart-stealing and fascinating locations as per the script. This becomes important as the number of Indians travelling abroad is growing day by day after watching the film. It is a great way to promote the tourism in the country as movies are the most important form of entertainment in India.

(For full story read SAFARI INDIA)