Priya Pathiyan
Deputy Editor
How many times have you been to an Indian tourist spot and had a guide rattle off all the film scenes that were shot at the location or the film stars that shone there at some point? Every tiny tea stall and fancy restaurant shows off the tinsel town folk that stopped by with photographs and quotes. They know that the lure of the limelight will bring in more customers. Loving its glamour or indifferent to its shimmer, we know just how much Bollywood sells. Think of Kashmir… with so many films shot there between the 60s and 80s, it has been the most desirable destination for Indian travellers for decades thanks to the way the films flogged its beautiful pine forests, mountain meadows and elegant shikaras.
Today, OTT series from across the world do it too. But the impact that Bollywood has on Indians is immense and immeasurable. The stars can sell international destinations too. It’s not surprising that Switzerland Tourism roped in actor Ranveer Singh as its brand ambassador and even named a train after him! For decades, Indian cinema, especially Hindi films, has inspired travel by showcasing exotic locations in films and popularising the idea of travel to those places among audiences. This has led to an increase in tourism to the destinations featured in the films, creating a unique phenomenon referred to as ‘Bollywood tourism’. Examples of such locations include Switzerland, New Zealand, Greece, and Dubai.
Who amongst us hasn’t been tickled to see the cutout of Shah Rukh Khan and Kajol just as we step out of the gondola at Mount Titlis in Switzerland? But it wasn’t only Dilwale Dulhania Le Jayenge (1995) whose song and dance sequences set in the picturesque Swiss Alps inspired many to visit Switzerland. There’s also Kabhi Khushi Kabhie Gham (2001), whose iconic opening sequence set in the beautiful Palace of Versailles in France made it a popular tourist destination for fans of the film. And then came the song Badtameez Dil from Yeh Jawaani Hai Deewani (2013) which was shot in the beautiful Spanish island of Ibiza, leading to an increase in Indian tourism to the island.
And while the iconic Dil Chahta Hai (2001) made road trips from Mumbai to Goa the height of desi cool, the buddy vibe took it several steps further a decade later as Zindagi Na Milegi Dobara (2011) embodied YOLO culture with three childhood friends travelling through Spain. From drives through Barcelona and Costa Brava, skydiving in Seville, bullfights at Pamplona, and the La Tomatina festival in Buñol, the film upped the interest of Indian travellers in Spain in a way that no number of beautiful brochures ever would.
Similarly, the song Heer from Jab Tak Hai Jaan (2012) had everyone scrambling to find out where it was shot and spurred many Indians to visit Scotland to see the stunning landscapes for themselves. The entertaining Queen (2013) gave a lot of Indian women travellers serious solo international travel inspiration, with songs like London Thumakda making us own our Indianness even as we travelled abroad. And what started as a love affair with cruise ship travel in 2000 with Kaho Naa… Pyaar Hai, grew into a full-fledged obsession for Indians while watching Dil Dhadakne Do (2015), with more and more Indian travellers booking global cruise vacations.
The massive influx of selfie-seeking tourists at Pangong So, the bluest blue lake in Ladakh after it was featured at the end of the film 3 Idiots (2009) is legendary. We don’t know yet whether Uunchai (2022) starring Amitabh Bachchan will result in a similarly huge spurt of Indian senior citizens attempting the tough trek to Everest Base Camp, but more travellers of all ages will surely rise to the challenge.
The power of the visual medium that can showcase gorgeous locales as a backdrop to the onscreen drama between the country’s most well-known faces, is very real. This week, our article on the shoot locations of the just-released Pathaan finds the gems that are hidden in plain sight as the action unspools. With diverse films, from Jab We Met (2007) to Bajrangi Bhaijaan (2015) being shot at Mandawa in Jhunjhunu, Rajasthan, the majestic havelis of Rajasthan like the ones we have featured are steadily gaining popularity.
The good thing is that Indian film units are increasingly exploring unique locations and sparking the interest of the Indian traveller in their pursuit. Where next, I wonder? From Alaska to Antarctica, there’s a world of opportunity out there. Literally.