/images/ppid_59c68470-image-177100504592948655.webp)
What is the story about?
The Indian government is moving to formalise film tourism as a central pillar of the nation's economic and branding strategy, calling for a coordinated national framework to capitalise on the 80 million travellers globally influenced by cinema each year.
Speaking at the 8th Global Film Tourism Conclave on Friday, February 13, Suman Billa, Additional Secretary and Director General of the Ministry of Tourism, emphasised that the sector must be "strategically designed rather than left to chance".
Characterising film tourism as one of the most cost-efficient marketing tools available, Billa urged the adoption of model guidelines, measurable incentive structures, and public-private partnership (PPP) frameworks to transform cinema into a sustained economic engine.
The push for a more structured industry was supported by Minister of State for Tourism Suresh Gopi, who reaffirmed the government’s commitment to "progressive policy reforms".
In a video message, Gopi described India as a "civilisation of stories" and noted that on-screen locations frequently transition from simple geography into "aspirations" for viewers, specifically citing the cinematic potential of regions like Varanasi, Rajasthan, and the Northeast.
Industry leaders at the conclave, themed "Cinema Driving Tourism," argued that the sector remains India’s "most underleveraged tourism campaign".
Dr Ranjeet Mehta, CEO of the PHD Chamber of Commerce and Industry (PHDCCI), called for a national framework that aligns incentives across states and systematically maps tourism footfall linked to major film productions.
On a regional level, Telangana’s Special Chief Secretary for Tourism, Jayesh Ranjan, highlighted the "Film in Telangana" digital portal as a model for streamlining approvals and pre-identifying filming requirements. Ranjan noted that Hyderabad’s post-production facilities now rival global standards and are increasingly utilised by diverse, non-Hindi film industries.
The initiative is also being aligned with the broader "Make in India" vision. Ravi Kottarakara, President of the South Indian Film Chamber of Commerce, advocated for single-window clearances to encourage productions to "shoot in India" as a way to amplify indigenous culture, crafts, and heritage.
According to Uday Singh of the Motion Picture Association (India), the global screen industry already supports nearly 2.6 million jobs, with India attracting over 120 international productions to date.
Singh stressed that maintaining "efficiency, scale, and predictable incentives" will be critical to sustaining this growth as destinations are increasingly discovered through digital storytelling and OTT platforms.
Also Read: How Hollywood reacted to AI video featuring ‘Tom Cruise’ and ‘Brad Pitt’
Speaking at the 8th Global Film Tourism Conclave on Friday, February 13, Suman Billa, Additional Secretary and Director General of the Ministry of Tourism, emphasised that the sector must be "strategically designed rather than left to chance".
Characterising film tourism as one of the most cost-efficient marketing tools available, Billa urged the adoption of model guidelines, measurable incentive structures, and public-private partnership (PPP) frameworks to transform cinema into a sustained economic engine.
The push for a more structured industry was supported by Minister of State for Tourism Suresh Gopi, who reaffirmed the government’s commitment to "progressive policy reforms".
In a video message, Gopi described India as a "civilisation of stories" and noted that on-screen locations frequently transition from simple geography into "aspirations" for viewers, specifically citing the cinematic potential of regions like Varanasi, Rajasthan, and the Northeast.
Industry leaders at the conclave, themed "Cinema Driving Tourism," argued that the sector remains India’s "most underleveraged tourism campaign".
Dr Ranjeet Mehta, CEO of the PHD Chamber of Commerce and Industry (PHDCCI), called for a national framework that aligns incentives across states and systematically maps tourism footfall linked to major film productions.
On a regional level, Telangana’s Special Chief Secretary for Tourism, Jayesh Ranjan, highlighted the "Film in Telangana" digital portal as a model for streamlining approvals and pre-identifying filming requirements. Ranjan noted that Hyderabad’s post-production facilities now rival global standards and are increasingly utilised by diverse, non-Hindi film industries.
The initiative is also being aligned with the broader "Make in India" vision. Ravi Kottarakara, President of the South Indian Film Chamber of Commerce, advocated for single-window clearances to encourage productions to "shoot in India" as a way to amplify indigenous culture, crafts, and heritage.
According to Uday Singh of the Motion Picture Association (India), the global screen industry already supports nearly 2.6 million jobs, with India attracting over 120 international productions to date.
Singh stressed that maintaining "efficiency, scale, and predictable incentives" will be critical to sustaining this growth as destinations are increasingly discovered through digital storytelling and OTT platforms.
Also Read: How Hollywood reacted to AI video featuring ‘Tom Cruise’ and ‘Brad Pitt’
/images/ppid_59c68470-image-177088252673355494.webp)
/images/ppid_a911dc6a-image-177096857438121179.webp)
/images/ppid_a911dc6a-image-177099005591672127.webp)
/images/ppid_59c68470-image-177073503438256591.webp)