Tourism Ministry to seek Bollywood's help to promote places

New Delhi, Jul 3 (PTI) Encouraged by the tourist response
at Leh after '3 Idiots', the Indian Tourism Ministry is
planning to join hands with Indian film industry, 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 in the northern
Indian state Jammu and Kashmir.
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. Tourism is one of the major foreign exchange earner in
150 countries. It accounts for 40 per cent of GDP for half of
the least developed countries.
The sector contributed 5.92 per cent towards GDP and
9.24 per cent towards employment generation in 2007-08. It is
estimated that total number of tourism jobs in 2007-08 were
49.8 million, according to the ministry data.
"We are also planning to make a few short films to be
shown in major airlines and world festivals to mark the
Incredible India presence felt. We have requested all other
ministries including Commerce, Textiles and MEA to use these
films in their conferences abroad to promote Indian
destinations, events and festivals under the brand Incredible
India," said the official.
There are shows held abroad by different ministries.
"These films promoting Indian destinations can be shown
there," he said.
Recently, Indian Tourism Minister Subodh Kant Sahay
made a presentation of his ministry's future strategy to the
Indian Prime Minister. The minister sought the cooperation of
all other ministries to promote tourism in a coordinated way.