VisitBritain launches Bollywood campaign
VisitBritain has launched a campaign aimed specifically at Indian visitors.
A new Bollywood Britain map and website, www.visitbritain.com/bollywood have been developed to encourage Indian visitors to follow in the footsteps of their favourite stars and experience the destinations featured in contemporary and classic Bollywood films from the last 20 years.
VisitBritain is distributing 30,000 maps in India to take advantage of the 25% increase in visits last year, which now means Indians make more visits to the UK than the Japanese.
With 40% of potential visitors “very likely” to visit places from films or TV, VisitBritain expects the appearance of British locations in Bollywood films to help encourage many more visitors.
As well as film locations, the Bollywood Britain map highlights the appeal of shopping, food and drink, sport and British culture.
Tom Wright, chief executive of national tourism agency VisitBritain, says: “Britain has become the popular choice for the world’s biggest movie industry – and VisitBritain has led the way since 1996 in capitalising on this ‘screen magic’.
“Some 23 million Indians go to see a film every day and you only have to look at the figures to see that more and more of them are being inspired to visit Britain.
“Britain ’s popularity as a Bollywood backdrop can only help us raise our profile among this growing audience and Bollywood Britain will show them all they can enjoy while they are here.”
Holiday visits and spending by Indians have risen 34.9% and 44.4% respectively compared to 2005, while business visits and spending have increased by 28.6% and 42.3% respectively.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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