1. A CASE ON FilmTourism
Submitted by
S.Amritha
PGDM-TT
IITTM, GWALIOR
Submitted to
Mr. Ramakrishna kongalla
Asst. professor
IITTM,GWALIOR.

2. What is film tourism?
Film tourism shows the effects that film and TV-
productions can have on our travel decisions , which
inspire people to experience the screened places
firsthand.
 It is an excellent vehicle for destination marketing,
and also presents new product development
opportunities, such as location tours, film museums,
exhibitions etc.

3. Impact of cinema.
Cinema in recent years emerged as a powerful tool
for the development and promotion of destinations.
Several destinations have gained in terms of tourist
influx by being the venue/location of popular
domestic and international cinema.

4. .
In addition to the exposure provided through such
films, there are many auxiliary gains to the
destination like income generation, investment, job
creation, which contribute to the overall economic
development of the respective destination.

5. India, in addition to being one of the leading film
producing countries with the
filming community spread across various regions of
the country, it is the world’s largest film producer,
producing over 1600 films per year with Tamil(262),
Telugu (256) and Hindi (221) being the three
largest film producing languages. Chennai (Tamil),
Hyderabad (Telugu) and Mumbai(Hindi & Non-
Hindi) cater to over 90% of feature films produced
in India with Film Tourism potential.

6. Extension of financial support by
the ministry for promotion of
film tourism
The Ministry of Tourism, Government of India has
been taking up the matter of promoting India as a
destination for film shootings with State
Governments, requesting them to consider pro-
active steps for promoting Film Tourism, which
includes:
(I) constituting a senior level Committee for
coordinating inter-departmental issues relating to
tourism and facilitation required for film shootings

7. .
(ii) identifying a nodal officer preferably from the
Chief Minister’s
office for regular follow up in the matter.
(iii) identifying locations which could be promoted
through films, in consultation with the Forest &
Wildlife, Art and Culture, Heritage and Archaeology
Departments.

8. .
Assistance for a maximum of Five (5) Films only, at
the maximum rate of Rs.2lakh per film, will be given
to each of the State Governments / UT
Administrations during each financial year.
Assistance for more than 5 Films for a particular
State / UT, can be considered for an additional Two
(2) Films, on receiving complete justification for
enhanced support.

9. Potential for Film Tourism
in the Country
Film tourism, a growing phenomenon with the
tremendous growth of the entertainment industry and
a big boost in travel sector. Yet, one of the biggest
hurdles filmmakers face, especially in India, is to get
permissions for film shoots.
Along with this several other issues points to the fact
that there are gaps that need to be filled to make
entertainment and tourism industries mutually
beneficial to each other.

10. .
Filmmaker Yash Chopra popularized Switzerland
among Indian tourists with his movies so much so
that the country honoured him by renaming a train
and one of their lakes after Chopra.

11. .
Tourist footfalls to New Zealand increased about four
times after the release of ‘Kaho Naa Pyaar Hai’ in
2000.
Very recently, film ‘Zindagi Na Milegi Dobara’ has
done wonders for Spain tourism.

12. .
There are a plenty of examples like these to show
that cinema and tourism share a deep-rooted
relationship and films have a considerable
influence on travellers when choosing a holiday
destination.
The examples establish that movies are actually
the best travel brochures.

13. INDIA INTERNATIONAL FILM
TOURISM CONCLAVE
 India International Film Tourism Conclave
(IIFTC)is India first national Film Tourism event,
promoted by Film Federation of India in
association with Mercury Integrated, IIFTC is a
trade promotion event to facilitate interaction
between film commissions and tourism boards
with the Indian film industry.
 It is a b2b platform for film commissions and
related organisations, to meet and interact with
the prominent representatives from the film
industry in India to promote their locations and
services for the purpose of film shoots.

14. Issues.
Several countries have friendly policies to help
filmmakers shoot at ease.
In New York you just have to approach one office
and they take care of all the permits.
Whereas in Maharashtra you need some ten
clearances.

15. .
Yet both haven’t been able to realize each other’s
true potential. Issues like too many permits, red-
tapism, lack of a film-tourism policy and many
others have often discouraged filmmakers to look at
alternatives like creating a set.

16. .
Talking about the hassles, permits create for film
shoots, veteran filmmaker, Mahesh Bhatt narrated an
incident. While shooting for Jism in Pondicherry early
in the morning, the unit was asked to stop shooting as
the Governor wanted to take a walk.
“Movies touch upon the desire to visit a location. We
film-makers can do a lot for you and you can do a lot
for us. All business engagements have to build upon
mutual gratification. We are all the time looking for
new experiences for the audience. Help us do that,” he
said.

17. .
With a focus on such issues and concerns
Cinemascapes, A B2B conference and exhibition
promoted by the publishers of Destination India,
held its 5th edition in Mumbai at The Leela Hotel in
October 2012.
The event aim to synergize the vastly underutilized
resources of the entertainment and tourism
industries from the Indian perspective.

18. .
The two day event, covered topics :
A Film Tourism Policy for India,
How a Location can Contribute?

19. Need for a film tourism policy
 Even though Bollywood is the largest
movie industry, there is no cohesive policy
that would help the industry realize its full
potential.
 There is a need for a single window
clearance, to get permission for film
shoots.

20. Significance of a location
 Sholay, the movie wouldn’t have been the
same if it hadn’t been shot in that
location. There was nothing but the rocks.
The scenery is perhaps running in your
mind as When spoken and one can picture
Gabbar sitting on those rocks.

21. .
 That speaks about the significance of
locations in a movie. And it is these
locations that draw tourists. Movies are,
perhaps, the best form of advertisement
for a destination.

22. conclusion
 Clearly, there is a long way to go before
the worlds of cinema and tourism
establish a mutually efficient relationship.
There’s need for a film tourism policy and
a less bureaucratic approach. Also, there
is a need for more research into film
tourism.