Bollywood to showcase India in Disneyland

New Delhi, March 23 | Updated: Mar 24 2005, 06:32am hrs
Disneyland could be the next stop for Indian filmdom. Not as a shooting spot, but for showcasing the Bollywood brand. The Indian tourism ministry is in talks with the Disney group to promote Bollywood at Disneyland. Minister of state for tourism Renuka Chowdhury confirmed the move. This would be part of the Rs 90-crore initiative to hardsell India in overseas destinations, it is learnt.

We are going to market India in Disneyland where maximum tourists go, the minister told FE. She said that India wanted to put up a product at Disneyland. Maybe Bollywood. So that people who go to see Disneyland will also see Bollywood, she added. Theres also a proposal to put up an India theme pavilion, showcasing Indian destination. The objective is to have a centre which will give out information on the theme pavilion. The venture would be a private-public partnership, said Ms Chowdhury.

Besides the Disneyland-Bollywood project, Incredible India marketing is also a focus area for the government. Incredible India cabs, for instance, have begun plying in the UK. A new Incredible India campaign is likely to be launched next week.

The government is in the process of identifying potential markets. While UK is a traditional market, efforts are on to attract tourists from France now. The focus is also on South America and China. With the number of direct flights increasing between India and China, the number of tourists from China is likely to go up, it is believed. An Indian tourism office is likely to be opened in China soon to promote tourist movement.

Interestingly, a tourism ministry official claimed that hotels across the country are running full even after the onset of summer, due to the campaign depicting India as an all-season destination. Earlier, October to February used to be the tourist period. If Dubai can be a tourism destination all through the year, why cant India, asked an official.