Published on : Monday, June 20, 2016
In order to lure more Indian tourists, Spain is counting on Bollywood film-makers to portray iconic Spanish fiestas and historical attractions through out the country. India is the second most populous nation in the world and is also considered to comprise one of the fastest growing overseas tourism markets.
As part of the latest tourism strategy, Madrid is going to host the annual International Indian Film Academy awards on the last week of June.
In 2011, Bollywood movie ‘Zindagi Na Milegi Dobara’ flaunted quite a few Spanish tourist attractions in collaboration with Turespaña, the Spanish tourism promotion agency. As per the suggestion given by Turespaña, the film featured the famous Tomatina festival in Buñol and San Fermín running with the bull festival in Pamplona. Cities of Barcelona, Seville and Costa Brava were also portrayed beautifully. The tourism agency helped the film makers by securing permits to capture numerous key sites without any glitch. They also negotiated on behalf of the crew, to lower the cost of the hotels and transportation.
In 2012, one year after the film was launched, Spain received 60,444 Indian tourists. The digit almost doubled from 2011. In 2015, almost 85,000 Indian tourists visited the ever-beautiful country of Spain.
Vikram Misri, the ambassador of India to Spain, said the film, “was singlehandedly responsible for making Spain a household name in India and increasing tourism from India.”
Turespaña visits several film-location fairs in India every year and offers tax-breaks and incentives to the film-makers in order to encourage them some more.
According to study, 11% of Spain’s GDP and one out of nine jobs in the country of Spain come from the tourism industry alone. It is estimated by the UN World Tourism Organisation, 50 million Indian tourists will travel around the globe by the end of 2020. Thus, alluring the Indian tourists through Bollywood movies seems like a brilliant idea to boost the national economy.