INTRODUCTION | 1

Ministry of Tourism
Government of India

DRAFT
NATIONAL
STRATEGY
FOR FILM
TOURISM
MAY 2023
2 | NATIONAL STRATEGY FOR FILM TOURISM
 DRAFT
NATIONAL
STRATEGY
FOR FILM
TOURISM
MAY 2023

Ministry of Tourism
Government of India
4 | NATIONAL STRATEGY FOR FILM TOURISM

CONTENTS

Chapter 1 Introduction 01
1.1. What is Film Tourism 02
1.2. Types of Films 02
1.3. Multiplier effect of Films 03
1.4. Advantages of Film Tourism 03
1.5. India as a Film Tourism Destination 04

Chapter 2 Vision, Mission and Strategic Pillars 07

2.1. Vision 08
2.2. Mission 08
2.3. Strategic Pillars 08
2.4. Stakeholders 09

Chapter 3 National & State Level Coordination 11

3.1. Whole of Government Approach 12
3.2. Annual Awards 12
3.3. Strengthening of Single Window at State Level 12
3.4. Best Practices 12
3.5. National Portal 13

Chapter 4 Country & Destination Branding 15

4.1. Partnership with Ministry of Information
and Broadcasting and States 16
4.2. Focused Marketing Campaigns 16
4.3. Targeted Communication at Key Production Houses 16
4.4. Showcasing Indian Destinations Covered in Films 16
4.5. Bilateral Treaties 17
4.6. Fam Trips 17
4.7. Film Festivals and Award Shows 17

INTRODUCTION | 5

Chapter 5 Destination Infrastructure Development 19

5.1. Identification of Sites for Film Tourism 20
5.2. Development of Sites 20
5.3. Private Investment in Destination Development 20

Chapter 6 International Scale Skilling 23

6.1. Skilling is a Critical Need 24
6.2. Skilling across Tourism Values Chain 24
6.3. Listing of Skilling Information on Portal 24

Chapter 7 Incentives 27
7.1. Financial Incentives by States 28
7.2. Multi Production in a State/Country 28
7.3. Case to case support to Film Projects 28

Chapter 8 Post Film Travel & Tourism Market Outreach 31

8.1. Post Film Travel & Tourism Market Outreach 32
8.2. Brand Ambassadors for the Destinations 32
8.3. Merchandise around Film Characters 32
8.4. All Segments to be Targeted 32
8.5. National Inventory of Agents 33
8.6. Facilitation Desk for Travel Partners 33

Chapter 9 Institutional Structure & Governance Mechanisms 35

9.1. Setting up of a Task Force 36
9.2. Setting up of National Film Tourism Promotion Board 36
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 1
INTRODUCTION | 01

CHAPTER

INTRODUCTION
02 | NATIONAL STRATEGY FOR FILM TOURISM

INTRODUCTION

1.1. What is Film Tourism

1.1.1. Film tourism is a tourism segment driven by the deep impact and emotional attachment a film
or a motion picture creates in the viewer’s mind. It motivates the viewer to put himself / herself
in the minds of the actors by visiting the location portrayed in the film.

1.1.2. Films play a significant role in the promotion of tourism. Film tourists are motivated and driven
to experience first-hand the experience of the location in their favourite film and movies and
motion films production

1.1.3. Thus, film tourism is an unmatched tool for destination marketing while also spurring demand
for new types of products such as film museums, exhibitions, location tours, film amusement
and animation, parks and the experiences of existing tourist attractions with a film connection.

1.1.4. Film tourism is one of the fastest growing tourism segments worldwide, which is driven by
the entertainment industry and the increase in international travel. It represents a portal to
new and more intense ways of experiencing destinations. All this creates the potential for
communities by way of an exchange of insights, knowledge, and experience among the
tourists themselves.

1.2. Types of Films

1.2.1. The gamut of this industry which has the potential to promote film tourism will cover but is not
limited to:

(i) Feature Films

(ii) Docu - series
(iii) Telefilms
(iv) TV series
 INTRODUCTION | 03

(v) Reality Television

(vi) OTT series
(vii) Social media series
(viii) Animated films
(ix) Experimental films
(x) Short films
(xi) Commercials
(xii) Music videos
(xiii) Edutainment videos
(xiv) Episodes of factual, natural history, lifestyle programs

1.3. Multiplier effect of films

1.3.1. Apart from tourism, there are immense multiplier effects which are directly attributed to the
production of the film.

1.3.2. These are revenue generation from direct spends on equipment hire, accommodation,
leisure and travel expenses incurred during the period of film production in the destination,
employment generation through hiring of local talent such as technicians, artists and
assistants with local know-how, providing an impetus to the local film industry by training the
local talent and their exposure to new technologies and techniques.

1.4. Advantages of Film Tourism

1.4.1. There is an increasing impact of motion production such as cinema films, OTT movies and
series, tv series, social media channels episodes, docu - series and different such evolving
formats on influencing changes in audience buying behaviour.

1.4.2. Travel is the key segment impacted positively from films. Films are emerging as a potent
motivator for the travellers to visit places leading to the development and promotion of
destinations. Several new locations have emerged on international and domestic tourist
maps driven by them featuring in popular cinema both domestic and international.

1.4.3. There is an increasing trend over the years of tourists visiting destinations featured through
films, TV or any other similar way of visuals which are not directly related to tourism promotion
campaigns.

1.4.4. Globally national tourism boards of many countries are excited about the power that cinema
exerts in lives of viewers and how the movies’ bigger than reality narratives influence their
travel decisions and holiday destinations. This is motivating tourism boards to encourage
cross border and multi-regional films to film in their countries by offering them rebates,
subsidies & handholding.

1.4.5. With growth in economic indicators, people across segments are travelling domestically
and internationally both regional short haul and long haul to cities, towns and experiences
featured in motion pictures.
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1.4.6. Therefore, the direct outcome of film tourism are multiple socio economic benefits which accrue
to the destination and to the country such as enhanced direct income generation, investment,
direct and indirect job creation and also capital investments in building infrastructure.

1.5. India as a Film Tourism Destination

1.5.1. India is one of the leading film producing countries with the filming community spread across
various regions of the country. The industry is deep with both national language and regional
language films and across various genres and formats

1.5.2. India also has a diversity of landscape and locations in the different States / Union Territories,
making it a unique country to provide an attractive portfolio for production of both international
and domestic films

1.5.3. Increasingly, there is enhanced internationalisation of the Indian origin and theme focused
cinema. Today, Indian cinema has not only reached out to global audiences but has also
found global acceptance.

1.5.4. To the featuring of Indian wedding in Murder mystery 2, to acclaim of The elephant whisperers
or the world dancing to Nattu Nattu from RRR, or the Indian actresses walking the red carpet
at renowned ceremonies, Indian cinema & actors are now widely celebrated at screenings at
major international film festivals.

1.5.5. The Indian diaspora is becoming a major value driver to film industry’s collections week
over week. Investments are being made by global production companies which is a further
testament to that fact.

1.5.6. India offers to filmmakers interesting new places to showcase to their audiences’ new
experiences, culture, and societies. These in turn will create market for such new destinations
from India. This is a huge win win potential for films and Indian tourism.

1.5.7. At present however multiple permissions from different State agencies are required for
shooting a film in India which causes undue delays to production teams. This needs to be
addressed.

1.5.8. There is an imperative need to make India attractive for Indian and foreign film makers to
shoot but also leverage benefits of film induced tourism. This needs to be done through a
concerted national effort between all stakeholders.
INTRODUCTION | 05
06 | NATIONAL STRATEGY FOR FILM TOURISM
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VISION, MISSION AND STRATEGIC PILLARS | 07

CHAPTER

VISION, MISSION AND

STRATEGIC PILLARS
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VISION, MISSION AND STRATEGIC PILLARS

2.1. Vision

To position India as a preferred country of choice for producing motion pictures which will
further stimulate tourism into the country.

2.2. Mission

To leverage the natural, heritage and cultural assets of India and the people skills across both
the Indian tourism industry and the Indian motion picture industries to make India a vibrant
global destination of film tourism for international and domestic language motion films.

2.3. Strategic Pillars

Keeping the vision, mission, and the analysis of India as a film tourism destination, the strategy
is proposed to focus on the following pillars:
(i) National & State level Coordination
(ii) Country & Destination Branding
(iii) Destination Infrastructure Development
(iv) International scale skilling
(v) Financial Incentives
(vi) Post Film travel & tourism outreach
(vii) Institutional Structure and Governance Mechanism
 VISION, MISSION AND STRATEGIC PILLARS | 09

2.4. Stakeholders

Promotion of Film Tourism will require coordination with and support of a wide range of
stakeholders.

A. Central Government

(i) Ministry of Information & Broadcasting

(ii) Ministry Railways,
(iii) Ministry of Civil Aviation,
(iv) Ministry o Roads & Highways,
(v) Ministry of Defence,
(vi) Ministry of Ports, Shipping and Waterways
(vii) Ministry of External Affairs
(viii) Ministry of Ayush,
(ix) Ministry of Rural Development
(x) Ministry of Environment, Forest & Climate Change
(xi) Ministry of Culture

B. State Governments

C. Industry Associations

D. Industry
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 3
NATIONAL & STATE LEVEL COORDINATION | 11

CHAPTER

NATIONAL & STATE LEVEL

COORDINATION
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NATIONAL & STATE LEVEL COORDINATION

3.1. Whole of Government approach

Ministry of Tourism will follow a whole of Government approach to effectively coordinate with
central line Ministries and State Governments for promotion of Film Tourism in the Country.
The Ministry will also coordinate with tourism and hospitality stakeholders in this regard.

3.2. Annual Awards

Ministry of tourism will have annual awards for States and Destinations to recognize their
efforts in promoting film tourism strategies and policies for effective outcomes and positioning
their destinations as attractive film tourism destinations.

3.3. Strengthening of Single Window at State level

In order to further streamline the regulatory approvals for film shooting, the States will be
encouraged to strengthen Single Window systems to facilitate film producers and production
units. The States will also be encouraged to take pro-active steps for promoting Film Tourism,
including constituting of a senior level State Committee for coordinating inter-departmental
issues relating to tourism and facilitation required for film shootings within the states.

3.4. Best Practices

The Ministry of Tourism will engage with the States to compile best practices on various
aspects of Tourism and replicate the same across the country to promote film tourism.
 NATIONAL & STATE LEVEL COORDINATION | 13

3.5. National Portal

A national portal will be setup which will provide information central and state information
on locations, permits required, production resources, empanelled producers for assisting
filmmakers, other local filming resources, tourism and transport resources.
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COUNTRY & DESTINATION BRANDING | 15

CHAPTER

COUNTRY &
DESTINATION
BRANDING
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COUNTRY &
DESTINATION BRANDING

4.1. Partnership with Ministry of Information and Broadcasting and States

The Ministry of Tourism will work with Ministry of I&B and the States for branding of India and
respective destinations for promoting film tourism.

4.2. Focused marketing campaigns

Ministry of Tourism will run focused marketing campaigns to position India as an attractive
destination for film tourism. A sub brand to Incredible India such as Film in Incredible India or
Film in India will also be developed. Joint marketing and promotion of destinations and films
will also be explored.

4.3. Targeted communication at key production houses

Ministry of Tourism will undertake targeted communication at key production houses of all
levels of films & tv production be those commercial, documentaries, educational, for cinemas,
OTT or for TVs to encourage them for shooting at various attractive destinations and make
them aware of the policies and support being provided for the same.

4.4. Showcasing Indian destinations covered in films

Ministry of Tourism will showcase through its own campaigns Indian destinations which are
being featured in this production both before and after the release of these production.

Ministry of Tourism will encourage branding of films and ‘in branding’ in the films of Indian
cities, people culture & intangible heritage.
 COUNTRY & DESTINATION BRANDING | 17

4.5. Bilateral treaties

Global bilateral film tourism treaties will enhance India’s accessibility to global film centres.
Ministry of Tourism with active support of I&B ministry & external affairs ministry explores
additional number of tie ups with multiple countries for encouraging bilateral movie production
and therefore film tourism in each of our countries. Treaties will also be encouraged which
promote both Segment / theme focused films and destination centered films.

4.6. Fam Trips

Ministry of Tourism will organize familiarization tours for major production houses in these
countries for key tourist destinations in the country as part of the bilaterals.

4.7. Film Festivals and Award Shows

Organizing film festivals annually and using the platform to promote as a preferred filming
destination will also be undertaken

Organizing of award shows, film seminars and film societies to nurture the film culture amongst
target market state will also form a cornerstone of the branding strategy.
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DESTINATION INFRASTRUCTURE DEVELOPMENT | 19
CHAPTER

DESTINATION
INFRASTRUCTURE
DEVELOPMENT
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DESTINATION INFRASTRUCTURE DEVELOPMENT

5.1. Identification of sites for Film Tourism

Ministry of Tourism will encourage states to list an inventory of sites which can be utilised for
film tourism. These will be listed further on the website.

5.2. Development of sites

5.2.1. Ministry of Tourism will also work with the States under its various schemes for destination
infrastructure development. Ministry of Tourism will support Indian state governments in
upgrading the infrastructure at the identified sites.

5.2.2. Ministry of Tourism will enable them to develop, upgrade these film tourism destinations
to enable them to become world class destinations for shooting international, national and
regional films.

5.2.3. Ministry of Tourism will explore supporting the development of temporary infrastructure for
landmark films which can catapult that destination into unique limelight and will therefore
catapult tourism into that destination.

5.3. Private Investment in Destination Development

TMinistry of Tourism will also encourage private investment in Film amusement parks and
other film related infrastructure including investment in film cities.
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6
INTERNATIONAL SCALE SKILLING | 23

CHAPTER

INTERNATIONAL
SCALE SKILLING
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INTERNATIONAL SCALE SKILLING

6.1. Skilling is a critical need

6.1.1. International scale skilling is most critical to creating supply side for film tourism. Both the film
production value chain and the tourism value chain require immense skilling and to be fully
developed to make a destination a film tourism destination.

6.1.2. Ministry of Tourism will support the development of key skilling requirements in partnership
with central line Ministries such as Ministry of Information & Broadcasting, Ministry of Skill
Development and Entrepreneurship and Entreand State Governments.

6.2. Skilling across the tourism value chain

In partnership with states, at the identified locations for film tourism, Ministry of Tourism will
undertake upgradation and development of tourism skills which are missing along any of the
tourism value chain. This will ensure that these identified film tourism destinations are both
ready to shoot and thereafter ready to receive tourists.

6.3. Listing of skilling information on portal

Ministry of Tourism will work with Ministry of Skill Development and other line Ministries to
set up a national database with details of various courses conducted, affiliations, universities
and deemed universities, campus placements, training and workshops, vocational courses,
career counselling along with tourism skills development to promote film tourism at specified
locations.

Local line production companies, listing of skilled and unskilled labor, job posting, recruitment
will also be supported in partnership with Ministry of I&B especially in states where tourism
potential is very high.
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7
INCENTIVES | 27

CHAPTER

INCENTIVES
28 | NATIONAL STRATEGY FOR FILM TOURISM

INCENTIVES

7.1. Financial Incentives by States

Ministry of Tourism will engage with the States for providing financial incentives to encourage
and attract film shooting at various location in their respective states. Ministry of Tourism will
also engage with Ministry of Commerce on exploring mechanisms to boost export of film
tourism services and thereafter foreign exchange earnings.

7.2. Multi production in a State/ country

7.2.1. Ministry of Tourism will explore to have special rewards or incentives for production houses
which undertake multi production within the same state and within the country too.

7.2.2. The Films for which Financial Assistance will be offered will be selected by the State
Governments / UTs based on the exposure/ tourism advantage provided by them to the
tourism destinations and locations in the respective States / UTs and their potential to promote
tourism.

7.3. Case to Case Support to film projects

Ministry of Tourism may support on a case to case basis certain film projects with cash grants
or tax credits as long as these films lead to the promotion of local destinations their culture
and tourism assets.
INCENTIVES | 29
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POST FILM TRAVEL & TOURISM MARKET OUTREACH | 31

CHAPTER

POST FILM TRAVEL

& TOURISM MARKET
OUTREACH
32 | NATIONAL STRATEGY FOR FILM TOURISM

POST FILM TRAVEL & TOURISM MARKET OUTREACH

8.1. Post film travel & tourism market outreach

8.1.1. Post Film travel & tourism market outreach will be undertaken extensively by Ministry of
Tourism in partnership with States & local travel and tourism trade, where the concerned films
were shot.

8.1.2. These will involve fam trips, advertising, collaterals, contests in target markets where the films
have been released. These will target fans and their families who have appreciated these films
and wish to explore those destinations where these films and productions have been shot.

8.2. Brand Ambassadors for the destinations

Efforts will be made to rope in the actors of these films as brand ambassadors for these
destinations wherever possible.

8.3. Merchandise around film characters

In partnership with production houses and state departments of tourism efforts will be made
to develop merchandise around characters which can promote both these destinations and
the films.

8.4. All segments to be targeted

Tourism efforts will target all segments of travel be long haul international travel, & domestic
travel & short haul inters regional travel.
 POST FILM TRAVEL & TOURISM MARKET OUTREACH | 33

8.5. National inventory of agents

Ministry of Tourism will help develop a national inventory of Agents who are tours & travels
destination manage management specialists in each destination for handling the complete
film value chain and those who are specialised by a film topic or by language or by film genre.

8.6. Facilitation desk for travel partners

Ministry of Tourism will set up a facilitation desk to enable the tours & travel partners to
effectively engage with concerned stakeholders and position these destinations for tourism
in target markets.
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INSTITUTIONAL STRUCTURE & GOVERNANCE MECHANISMS | 35

CHAPTER

INSTITUTIONAL STRUCTURE &

GOVERNANCE MECHANISMS
36 | NATIONAL STRATEGY FOR FILM TOURISM

INSTITUTIONAL STRUCTURE & GOVERNANCE MECHANISMS

9.1. Setting up of a Task Force

9.1.1. Structural & Governance Mechanisms need to be developed to ensure the identified strategic
pillars are delivered for the film tourism strategy.

9.1.2. Ministry of Tourism will set up a national film tourism task force which will be composed of
the relevant central government’s ministries, the states which promote tourism trade, key
production houses & travel and tourism trade bodies.

9.1.3. Task Force will assist the Ministry in framing suitable policies and strategies for promotion of
film tourism.

9.2. Setting up of National Film Tourism Promotion Board

9.2.1. Once the national strategy is finalized, a national film tourism board will be set up for
implementation of the policy and the strategy for film tourism.

9.2.2. The Board will ensure that the India which has some of the most incredible places in the
world, gets to showcase them on the big screen. Films are used as a tool to drive tourism and
that there is a faster, smoother, single window approval system with ease of doing business
and clearly defined subsidies & support structures in place that can encourage and invite
domestic national and regional film makers in all the states and will also be a magnet for
international film production companies to look at India as a go-to filming destination.
INSTITUTIONAL STRUCTURE & GOVERNANCE MECHANISMS | 37
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Ministry of Tourism
Government of India

MAY 2023