Peru lost out to South Africa to host the 14th annual edition of the International India Film Academy (IIFA) awards next month. The South American nation missed out on its big Bollywood debut due poor connectivity. Lack of direct flights from India would have translated into huge costs for the IIFA organisers.
Official sources said the organisers would have had to shell out $100 million for the festival in Peru, but in South Africa, they would need to spend only a little over $30 million. The cost was the clinching factor.
“Peru was the first choice, however, due to lack of direct flights the organisers informed the government that it was turning out to be a very expensive project. Hauling more than 500 artistes all the way to Peru almost tripled the cost,” explained an official on condition of anonymity.
Important award events such as the IIFA, which take place overseas, are usually planned after taking into account the government’s views too.
The IIFA website itself states that the event is highly coveted by cities and countries due to the unique opportunity it presents to heighten the existing profile of a city as a major international tourist destination.
According to IIFA, the other benefits that could accrue to the host country due to hosting the awards include “global outreach and audience, cultural, business and trade prospects, community integration, promotion of the host destination and its infrastructure as well as their capacity to host major international events?.
But the external affairs ministry, keen to expand trade with Latin America as well, has taken note of the problems in doing business and strengthening cultural ties with Latin American countries like Peru.
” While transportation costs and the lack of familiarity with each other’s markets were previously cited as the big impediments, the government is planning to improve connectivity to the region and a direct flight is expected to be launched next year,” said Dammu Ravi, joint secretary LatAm in MEA.
“Talks are on with airlines to perhaps have direct connection to Panama, where we have large Indian community and which is a hub connecting north and south America,” he said.
New Delhi is keen on building bridges with African continent as well. More so, because South Africa is a member country of the BRICS team.
The IIFA awards will be held either in Durban or Johannesburg in South Africa from May 30, sources said. South Africa is currently pursuing the idea to establish T-5 (Tourism-5), which will be a premier body of the 5 BRICS members to coordinate on the issue of tourism. The formation of T-5 may help coordinate policies on tourism between the five countries.
Reports suggest that the South African revenue has substantially increased in recent months due to inflow of tourists from the other four members of the BRICS. While within the first nine months of 2012 tourists from from Brazil increased by 51.7%, the numbers in case of China, Russia and India are 62.8%, 16.8% and 34.6% respectively.