In India, film hub cities such as Mumbai, Hyderabad, Chennai, Bengaluru, and Kochi are already established, while Varanasi, Jaipur, Delhi-NCR, Kolkata, and Ahmedabad are rapidly emerging. Apart from this, the remote villages and towns within the country offer great value proposition to Bollywood. Take the example, Chennai Express. The film shot at various locations across the southern states reflected the beauty, diversity, culture and richness of several places which were not in focus till then.   

Maharashtra, Telangana, Tamil Nadu, Karnataka, Kerala, Uttar Pradesh, Rajasthan, West Bengal, Himachal Pradesh and Goa are States that have already formulated film policies. 

In this context, film tourism (film-induced tourism) gains prominence. Film tourism is a specialised and recognised form of niche tourism. The Ministry of Tourism had directed State governments and Union Territories to constitute special bodies/cells to facilitate filming in respective States. 

Film Tourism

Recently, Gujarat Finance Minister Kanubhai Desai had stated that the government had made a budgetary provision of ₹34 crore for niche tourism, with special emphasis on film tourism. This type of tourism will generate higher revenue. It will promote local employment and the Micro, Small, and Medium Enterprises (MSMEs). Reduced seasonality will ensure tourism activities throughout the year. The state possesses unique wildlife, forests, World Heritage sites, a long coastline, pilgrimage centres, handicrafts, and festival traditions, making niche tourism activities necessary.

In the performance budget document of the Industries and Mines Department (Gujarat Tourism), Additional Chief Secretary Mamta Verma noted that, under the niche tourism sector scheme, Gujarat’s culture, cuisine, handicrafts, and tourist destinations will be promoted through seminars, roadshows, and exhibitions, focusing on cinematic, wellness-medical, adventure, golf, rural, and sustainable tourism. To encourage maximum film shootings in the State, organising events such as film tours is also under consideration.

Niche Tourism Policy

A niche tourism policy becomes a prerequisite as the State government intends to open doors for film shooting, particularly Bollywood films, according to the Gujarati Film Producers' Association. Separate branding and marketing plans will have to be prepared for each segment. Public-private partnership (PPP models) will need to be encouraged in eco, rural, and wildlife tourism. A dedicated film policy alone will not be sufficient. 

Akin to other States, Gujarat is now attempting to move forward in the niche tourism segment, under which Bollywood celebrities, filmmakers, and associated agencies from Mumbai will be taken on tours of the best destinations across the State. This is a form of tourism developed keeping in mind a specific interest, experience or target group. It includes eco-tourism, heritage and cultural tourism, medical-wellness, agro, business and wildlife tourism.