For Indians, films are not just a form of entertainment; they are a cultural phenomenon that shape dreams, aspirations, and craft travel itineraries. In this feature, we delve into the strategies employed by National Tourist Offices and International Film Commission Offices to attract film productions and propel tourism to their respective countries. Join us as we delve into the symbiotic relationship, uncovering the powerful dynamic transforming and reshaping Indians’ choices regarding travel destinations. Discover how the cinematic landscape is instrumental in inspiring a new wave of travel trends in India.
In India, cinema is more than just a form of entertainment; it is a passion that shapes our lifestyles, dreams, and travel choices. From the majestic landscapes showcased in Bollywood blockbusters to the quaint settings of regional cinema, the silver screen has a magical transformative effect, turning ordinary places into iconic destinations. These cinematic backdrops, from the snow-clad Swiss Alps in classic romances to the vibrant streets of Spain in enduring blockbusters, captivate audiences and ignite a deep desire to visit these stunning and picturesque locales.
Recognising this profound impact, National Tourist Offices, and International Film Commission Offices leverage films to showcase destinations in their full splendour, enticing avid fans and curious travellers alike. They recognise the irresistible appeal of following in the footsteps of beloved stars or visiting the exact locations of iconic movie scenes, which act as strong motivators for travel. This symbiotic relationship between film and tourism not only raises awareness of lesser-known destinations but also creates unforgettable experiences for visitors. Through film tourism, destinations come alive on screen, inspiring Indians to embark on journeys that fulfil their cinematic dreams.
Utah’s Cinematic Legacy
Utah’s diverse landscapes, which include vast deserts, rugged mountains, and iconic rock formations, have provided ideal settings for countless Western and Hollywood films over the years. The state is renowned for its diverse and stunning landscapes, which have made it a prime location for filming movies, TV shows, commercials, and more. A 2023 SMARI study estimated $600 million per year in film-motivated tourist spending in Utah over the past 10 years, with 37 per cent of visitors indicating that a film or television series was among the primary motivators for visiting a particular destination in the state.
“Film tourism is a unique opportunity to introduce visitors to Utah’s remarkable landscapes,” says Virginia Pearce, Director, Utah Film Commission, Salt Lake City, Utah. The Film Commission actively promotes these sites and provides support to filmmakers to encourage production in Utah. The state’s competitive incentive programme offers a fully refundable tax credit of up to 25 per cent on in-state spending, which helps a production cut costs without sacrificing quality. With Utah’s diverse locations, ample studio space, and a vast pool of professional crew and vendors, productions can find everything they need for any type of project, from independent films to television shows to major studio features.
Virginia highlights exciting projects including Fallout, adapted from a popular video game franchise, and Horizon: An American Saga, a Western epic by Kevin Costner premiering at Cannes. Utah anticipates these projects will attract significant attention and visitors to filming locations. Among the successful collaborations is Disney’s High School Musical franchise, which debuted in 2006 and went on to become a worldwide sensation, spawning two sequels and a television series inspired by the story. The primary filming location, East High School in Salt Lake City, has become a popular destination for fans eager to visit the birthplace of High School Musical.
Virginia informs us, “2024 marks 100 years since the first movies filmed in Utah premiered and also the 50th anniversary of the Utah Film Commission, formed in 1974. To celebrate, the Utah Film Commission is hosting a year of exhibits, events, and film screenings in cities around the state that share a part of our early filmmaking history. We invite visitors to celebrate the enchantment of people, places, and productions that have made Utah a hub of cinematic magic.”
Bollywood’s Spanish Sojourn
Zindagi Na Milegi Dobara, a 2011 Bollywood film directed by Zoya Akhtar, has profoundly impacted Indian travel patterns and significantly boosted tourism to Spain. The movie emphasised the importance of living life to the fullest and experiencing new adventures, resonating deeply with the Indian audience.
Spain’s rich cultural heritage and diverse landscapes have served as the backdrop for numerous iconic films and have been pivotal in attracting filmmakers and travellers. The Tourism Office of Spain in India actively collaborates with the film industry to promote the country’s unique charm. Filmmakers are provided with logistical support, access to landmarks and scenic locations, and streamlined permit procedures.
Elisa Robles Fraga, Director, Tourism Office of Spain (Turespana) in India, says, “Spain offers tax incentives for international shoots in the form of a tax rebate of up to 30 per cent, except for the Canary Islands, where it is 50 per cent.”
The office is particularly excited about Galicia and the Basque Country as upcoming destinations. Galicia is highlighted for its blend of Celtic heritage and stunning coastline, while the Basque Country is noted for its vibrant culture, futuristic architecture, and world-renowned cuisine. Elisa highlights, “Galicia offers a blend of Celtic heritage and stunning coastline, while the Basque Country enchants with vibrant culture, futuristic architecture, and world-renowned cuisine.”
Promoting film locations involves a multifaceted approach, including digital marketing campaigns, social media, and collaborations with travel influencers. “We collaborate with local tourism boards to showcase and offer tailored experiences inspired by film locations, ensuring that destinations featured in films are effectively promoted and accessible to tourists,” mentions Elisa. In collaboration with the film industry, Elisa says, “While Zindagi Na Milegi Dobara beautifully showcased the breathtaking landscapes and vibrant culture of Spain, attracting a significant influx of Indian tourists, the shooting of Pathaan in Spain has generated considerable excitement among Indian audiences and further reinforced Spain’s allure as a preferred destination for filmmakers and travellers alike. Also, the filming of Fast & Furious 6 in various locations across the country showcased Spain’s dynamic landscapes and iconic landmarks to a global audience.”
Filming in Fijian Paradise
Fiji’s tourism industry strategically harnesses the beguiling power of film to captivate Indian audiences and elevate its status as a premier destination. The allure of seeing Fiji’s turquoise waters and lush landscapes on the big screen, especially in Bollywood movies, has proven to be a potent tool in sparking the desire among Indian viewers to experience this tropical paradise firsthand. Fiji boasts a diverse array of scenic locations, including aquamarine seas, coral reefs, sandy beaches, lush tropical greenery, rocky hills, coconut groves, and sugarcane fields, all complemented by a significant population of Indian origin.
Robert Thompson, Executive Director of Regions at Tourism Fiji, highlights the profound and stimulating impact of film on Fiji’s appeal. He says, “Imagine seeing Fiji’s sparkling turquoise waters and lush landscapes come alive on the big screen in a Bollywood blockbuster. Beyond the ravishing scenery, films also showcase Fiji’s rich cultural tapestry, resonating deeply with Indian audiences who value their own cultural heritage. This connection fosters a sense of affinity, making Fiji an even more enticing and captivating destination.”
Tourism Fiji collaborates closely with Film Fiji and local organisations to facilitate movie productions, providing essential support such as location scouting and accommodation arrangements. They ensure that Fiji’s natural beauty and cultural richness are effectively showcased in films, enhancing its magnetic appeal as a filming haven. Robert emphasises, “We work to effectively showcase Fiji’s natural beauty and cultural richness in films, attracting visitors to our country.”
To support filmmakers, Tourism Fiji offers comprehensive on-ground assistance with logistics, relationship management, and introductions to local companies and suppliers. “Our team is dedicated to ensuring a smooth filming process for production companies interested in shooting in Fiji,” adds Robert.
Successful collaborations between Fiji’s tourism office and filmmakers have significantly boosted tourism. Iconic films like Cast Away and the long-running TV show Survivor Fiji have showcased Fiji’s stunning scenery and diverse culture, leading to increased tourist arrivals. The Blue Lagoon, the 1980’s blockbuster directed by Randal Kleiser, received many award nominations. The Blue Lagoon was filmed in the Yasawa Islands, while the second part of the movie, Return to the Blue Lagoon, was filmed in Taveuni. These productions highlight Fiji’s romantic settings and adventurous trails, promoting the country as an ideal filming destination.
Endless Cinematic Possibilities in Morocco
Morocco has emerged as a cinematic gem, celebrated for its exquisite natural light, diverse landscapes, and rich cultural heritage. Over the years, it has served as the backdrop for numerous Hollywood blockbusters like Lawrence of Arabia, Gladiator, The Mummy, Mission: Impossible—Rogue Nation, Black Hawk Down, Babel, Inception, and Napoleon. Iconic TV series such as Prison Break, and Game of Thrones have also found their way to Moroccan settings, enriching their cinematic legacy. According to the Moroccan National Tourism Office (MNTO), “Morocco has always been a land for filmmaking.”
In addition to its appeal to Hollywood, Morocco has welcomed Bollywood productions, including blockbuster hits like Tiger Zinda Hai, Thugs of Hindostan, Jagga Jasoos, Agent Vinod, and Jana Gana Mana. This collaboration underscores Morocco’s commitment to showcasing its stunning locales to Indian audiences and bolstering tourism flows from India.
Recognising the potential of film tourism, Morocco actively supports filmmakers with attractive incentives. Productions spending at least 10 million dirhams (approximately $1 million) and filming for a minimum of 18 days can benefit from a 30 per cent refund on local eligible expenses, including set building costs.
Morocco’s diverse landscapes offer filmmakers a wealth of iconic locations. Ouarzazate, renowned as Moroccan Hollywood, boasts world-class film studios and historic sites like Kasbah Ben Haddou, which have graced screens in films inspired by biblical and Roman eras. Cities such as Casablanca, Tangier, Rabat, Fes, and Marrakech provide picturesque backdrops with their medinas, colonial architecture, and cultural landmarks. Additionally, the Sahara Desert offers breathtaking vistas of dunes and oases, ideal for capturing the essence of adventure and romance on film. “Every place in Morocco can be an iconic film location,” asserts MNT0.
Azerbaijan’s Silver Screen Allure
Azerbaijan sees film tourism as a significant avenue for promotion of its destination. With 9 out of 11 climate zones, the stunning natural landscapes of the Caucasus, the vibrance of the cosmopolitan capital Baku, and the historical richness of each city or village, Azerbaijan offers a year-round destination for filmmakers. “Our board collaborates closely with the film industry to facilitate access to shooting locations and promote film-related tourism. We support local and international filmmakers by assisting in finding suitable locations and obtaining official permissions from governmental bodies,” says Florian Sengstschmid, CEO, Azerbaijan Tourism Board.
The Azerbaijan Tourist Office offers various forms of support and incentives to filmmakers and production companies interested in shooting in Azerbaijan. This includes assistance in location scouting, obtaining necessary permits, and providing logistical support. Additionally, they may offer financial incentives or tax benefits to eligible productions. Florian adds, “In addition to supporting local filmmakers, we actively seek opportunities to throw in with international filmmakers and production houses. More than 10 Indian films have been shot in Azerbaijan in recent years, indicating a growing trend and popularity of Azerbaijan as a filmmaking destination in the Indian film industry market.”
The organisation also undertakes extensive promotional efforts to showcase Azerbaijan as a desirable filming destination Florian shares, “We highlight iconic film locations and landmarks within Azerbaijan that are popular among filmmakers. For instance, classic Soviet films Teheran 43, Amphibian Man, and The Diamond Arm were shot in Baku, with the city taking on different identities for each film.
Azerbaijan boasts several iconic film locations and landmarks that attract filmmakers from around the world. For example, the UNESCO-listed Maiden Tower and Shirvanshahs’ Palace in Baku and the picturesque villages of Ilisu in Gakh, Lahij, Laza, and Klinalig have served as backdrops for numerous films. Visitors can explore these locations and immerse themselves in Azerbaijan’s cinematic history while enjoying the country’s stunning natural beauty and cultural richness.
Japan’s Vision for Film Tourism
Inspired by Indian Bollywood cinema, many Indian travellers seek to visit locations they have seen on screen. Recognising this potential, the Japan National Tourism Organisation (JNTO), Delhi office, actively collaborates with the Indian film industry to promote film-related tourism.
“Film tourism can indeed be a tool for leveraging the popularity of Japan as a tourist destination among Indian travellers. As is widely acknowledged, the Indian film industry holds significant stature and wields considerable influence over its vast audience base, numbering in the millions,” says Ryo Bunno, Executive Director, JNTO, Delhi Office.
JNTO facilitates this collaboration by providing authentic information systems and support for filmmakers considering Japan as a filming location. This includes access to film commission offices, local talent, resources, and logistical support tailored to each location. Bunno emphasises, “By making it attractive for filmmakers to shoot in our country, we boost tourism by showcasing our landscapes, culture, and attractions to a wider Indian audience. We welcome inquiries from the Indian film industry to maximise its potential for attracting Indian tourists to Japan and boosting the tourism economy.”
