Bollywood and tourism

That Indian movies, especially Hindi, have a huge influence on the day-to-day behavior, attitude, attire, and now even holidays is quite well known. The fact that so many heroes and heroines endorse products is in itself an indication of how much influence these stars and their lives portrayed on movies have on the aam aadmi is sometimes way beyond what one could expect.

Like Zoya Akhtar. She is a hit director, not just for moviegoers but for the tourism industry. Her earlier blockbluster movie, Zindagi Na Milegi Doobara , released in 2011, transformed Spain and its festival, Tomatino. Bollywood-crazy Indians, in that year, headed to Spain and that year, Indian tour operators and travel agents reported a 20% surge in bookings to Spain. Spain's Ministry of Tourism recorded over 53,000 Indian arrivals showing a growth of 35% (YoY).

This weekend is now once again eagerly awaited by the travel agents and tour operators, especially the cruise operators. Her latest film, Dil Dhadakne Do, set aboard a luxury ship sailing around the Mediterranean Sea is expected to boost the luxury cruise business, which currently it fledgling. This movie promises to give the audience a feel of a vacation with its unconventional locations and scenes. And with the glimpses of Spain, France, Italy, Tunisia and Turkey, luxury cruise liners are hoping that Indians take to this mode of travel. Maybe the Indian tourism industry needs to seriously consider roping in Zoya Akhtar for promoting Incredible India?