Tourism Ministry to Tie-up with Bollywood to promote destinations

11th July 2011

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Encouraged by the tourist response at Leh after ''3 Idiots'', the Tourism Ministry is planning to join hands with Bollywood for making movies as a medium to promote various destinations in collaboration with National Film Development Corporation. "We have decided to identify various locations in the country and call a meeting of leading directors to promote these destinations through movies," a senior Tourism Ministry official said.

The official said ''3 Idiots'' have done wonder for Leh-Ladakh as all the hotels are fully booked and there are no rooms available for the next six months in Leh. Similarly, Yash Chopra films have made Switzerland the dream destinations for Indians. "The Ministry has realised its potential and wants to develop a mechanism where they can promote destinations through movies," he said, adding that "We are discussing the proposal with the NFDC."

Besides, the Ministry is also mulling to create separate fund through which films can be made to promote destinations. "The expenditure on the film project can be subsidised," he said.

Tourism Ministry recently had participated in the Cannes film festival. "Our participation was appreciated by Bollywood and got appreciation from various industry forums also," the official said.

In the last few years, the tourism sector has witnessed significant growth. Foreign tourist arrivals have reached 5.58 million in 2010 from 3.92 million in 2005. Domestic tourist visits have gone up to 650 million in 2009 from 392 million in 2005.