Mumbai : Bollywood star Saif Ali Khan has joined the list of Indian celebrities promoting tourist destinations.
On Monday, Visit Britain, the country’s national tourism agency, appointed Khan as its brand ambassador.
The agency hopes that its ‘Bollywood Britain’ campaign will attract more Indian visitors. Also the campaign aims to popularise Wales, Scotland and other destinations, which are not so popular amongst Indian tourists.
“Britain received 3.75 lakh Indian tourists in 2013. Between January-September last year we have seen 2.6% growth over 2013 and hope to attract 4.25 lakh tourists by 2016,” said Sumathi Ramanathan, Visit Britain’s regional manager for Asia Pacific. Visit Britain has partnered with travel firm TUI and designed holiday packages to promote destinations and locales featured in Hindi films.
Therefore, the need to create bespoke campaigns that appeal to the Indian visitors is a priority for VisitBritain. The ‘Bollywood Britain’ campaign, showcasing romance, enables Indian visitors to discover and explore more of Britain including the cities and countryside locations.
“My family and I have a deep connection with Britain that spans everything from cricket to culture and education. A number of family holidays across Britain, watching my father and grandfather play cricket at famous cricketing grounds like the Lords, and of course studying there, has created a bond for me with the place that is unlike my relationship with any other country.
“I think there is so much that Britain has to offer a visitor – from breathtaking countryside, to shared history; the finest in culture that’s so interwoven with our own in many ways, food to thrill any gourmet, theatre, museums, music, festivals and more. This is why Bollywood has so favoured Britain as a destination and the itinerary that takes visitors on a route of Bollywood’s location favorites is sure to delight,” Saif said in a statement.
“At VisitBritain, we are delighted to have Saif as our spokesperson for the campaign. His films set in Britain, particularly in the romantic genre, have inspired many Bollywood fans and as a frequent visitor to Britain, Saif is a genuine and passionate advocate of the destination,” said Ramanathan.
Other Bollywood actors promoting tourist destinations include Amitabh Bachchan (Gujarat), Akshay Kumar (Canada) and Dia Mirza (Japan).
