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1、Transforming location into vacationKPMG.Make the D 2024A report on film tourismTransforming location into vacation|2 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with K

2、PMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|3 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms aff

3、iliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|4 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent me

4、mber firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|5 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of

5、independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.MESSAGE This insightful report on Transforming Location into Vacation,is a thorough exploration of a niche yet burgeoning segment of the film tourism industry.Film t

6、ourism stands at the confluence of cinematic art and travel,offering unique opportunities to destinations featured in films and television series.As one of the worlds largest film producers,India has an unparalleled cinematic heritage that spans across diverse cultures,languages,and geographies.The

7、countrys rich tapestry of stories,depicted through its films,presents an untapped reservoir of opportunities for the tourism sector.This aligns with Indias brand of being a culturally immersive and experientially rich tourist destination.In recent years,Indias film industry has grown significantly a

8、nd gained global recognition with films such as RRR,The Elephant Whisperers,and Dear Jassi.Consequently,film-related tourism in India is expanding with visitors who want to explore locations and experiences part of their favourite films.This should encourage India towards the trajectory of exploring

9、 and harnessing its film tourism potential.The potential benefits of developing this niche segment for India are manifold.Economically,film tourism can drive significant growth by attracting both domestic and international tourists,Creating jobs,and fostering local businesses.Culturally,it offers a

10、platform to showcase Indias diverse heritage,traditions,and stories to a global audience.Furthermore,it promotes global visibility and branding for India as a unique travel destination,enhancing its image on the world stage.Developing the film tourism segment in India presents an opportunity to comb

11、ine the countrys cinematic wealth with upcoming digital trends such as AR/VR and AI to Create extraordinary immersive experiences.It is an endeavour requiring collective efforts of all stakeholders,guided by a strategic vision and sustained commitment.The success stories and recommendations outlined

12、 herein not only serve as a roadmap for stakeholders but also as an inspiration to innovate and explore new avenues in film tourism.This report aims to spark a dialogue,inspire action,and contribute to the realisation of Indias film tourism potential.Vivek AgarwalPartner and Lead-Industrial and Infr

13、astructure Development,Government and Public SectorHead-Public Sector Infrastructure Advisory 5|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms af

14、filiated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|6 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent m

15、ember firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Executive summaryThe global film tourism market is on an upward trajectory,projected to grow at a CAGR of 7.2 per cent in the coming years.Valued at USD68.1 billion in 2022,it is

16、 expected to reach usd110.79 billion by 2028.Alongside,as one of the largest film producers in the world,India rolls out more than 1,500 movies yearly,its diverse storytelling traditions reflected in its prolific cinematic entertainers.Together,Indian television,cinema and OTT is expected to contrib

17、ute 57 per cent to the Indian media industry by 2024.Film tourism,also known as cine-tourism or movie-induced tourism,a rapidly expanding niche segment of the global travel industry,taps into the desire of movie enthusiasts to experience cultures,landscapes,and realities behind the cinematic world.I

18、t fosters significant economic growth for destinations harnessing their cinematic appeal effectively.Innovative marketing and promotion strategies also play a key role in attracting visitors to a film destination.Film tourism with a plethora of advantages,including economic benefits,cultural promoti

19、on,global visibility,and the development of tourism infrastructure also faces challenges.Notably sustainability concerns associated with overcrowding and the dependency on the popularity of films or TV shows.This report explores successful global and Indian case studies of film tourism,demonstrating

20、 the economic,cultural,and promotional benefits while addressing challenges such as over-commercialisation and ecological damage.To popularise film tourism destinations,effective collaborations and partnerships between film commissions,tourism boards,and local governments are crucial.These entities

21、play dynamic roles,from facilitating film shoots to integrating film tourism into broader marketing strategies.Successful public-private partnerships,as seen in Iceland,London,and Northern Ireland,underscore the importance of cooperative efforts in this sector.A few Indian states such as Madhya Prad

22、esh,Gujarat and Jammu and Kashmir,with their policies and recent initiatives,have also set an example in this field.The report emphasises the need for India to leverage its abundant cinematic heritage and diverse landscapes to position itself as a leading film tourism destination,thereby contributin

23、g to its economic growth and cultural preservation.It concludes with recommendations for India to unlock its film tourism potential,such as providing tax incentives and financial benefits,establishing a dedicated supervisory committee,leveraging film festivals and events,developing related infrastru

24、cture,developing and promoting film tourism,focusing on safety and security,supporting related industries,integrating technology,adopting successful global practices,developing state-specific film tourism policies,and promoting sustainable tourism practices.Transforming location into vacation|6 2024

25、 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into v

26、acation|7 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.7|Transforming

27、 location into vacationTransforming location into vacation|8 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limi

28、ted by guarantee.All rights reserved.Table of contents Introduction to the film tourism industry01The power of cinematic destinations02Advantages of film tourism03Challenges and opportunities 04Collaborations and partnerships for film tourism05Recommendations and action steps06Transforming location

29、into vacation|8Introduction to the film tourism industry9|Transforming location into vacation01Transforming location into vacation|10 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms

30、affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.In the dynamic landscape of contemporary travel,discerning tourists exhibit a heightened selectivity in their choice of vacation destinations.A prominent trend within the travel industry res

31、olves around the strategic allure of destinations intimately associated with the cinematic or television realm.The primary motivation for film tourism is the desire of travellers to connect with the cinematic world,experiencing first-hand the locations,cultures,and landscapes portrayed in their favo

32、urite films.This trend has emerged as a niche within the broader tourism industry,fostering economic growth for destinations that leverage their cinematic appeal.The global film tourism market is anticipated to grow at a substantial CAGR of 7.2 per cent in the upcoming years.The industry was estimat

33、ed to be worth USD68.1 billion in 2022 and is expected to reach USD110.79 billion by 20281.As of 2022,the film tourism market in North America claimed a substantial portion of the global industry,driven by the regions well-established and diverse film sector,renowned movie and television locations,a

34、nd robust tourism infrastructure1.The United States,home to Hollywood and recognised as the world-wide hub of the film industry,played a central role in this dominance.North America as a film tourism destination was further promoted by the presence of prominent film festivals,including the Sundance

35、Film Festival in Utah and the Toronto International Film Festival in Canada.These festivals celebrated cinematic excellence and contributed significantly to the regions appeal,attracting enthusiasts and travellers eager to immerse in the captivating atmosphere of iconic film settings.Moreover,the cu

36、ltural and historical significance of various film locations across North America added an extra layer of fascination for tourists,making their experiences not only entertaining but also educational.The thriving ecosystem of film-related events,studio tours,and interactive experiences further solidi

37、fied North Americas position as a premier destination for film enthusiasts seeking to explore the places related to their favorite movies and TV shows.The increasing popularity of movies and TV shows,growing interest among tourists to visit film locations,government initiatives to promote film touri

38、sm,and the rise of social media and digital marketing strategies are major driving factors for the film tourism market.Additionally,the increasing popularity of film festivals,as well as the expanding trend of movie-themed attractions and tours,all contribute to the expansion of the film tourism ind

39、ustry.1.1.Global film tourism scenario1.“Global Film Tourism Market”,Credence Research,May 202311|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms

40、affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.2.“Indian film industry Bollywood soars in comeback year with$1.3 billion box office”,Fortune,January 20243.“Media Among the Fastest growing Media and Entertainment Markets in the World”,Inv

41、est India,December 20234.“Indian Cinema 2023”,The Hindu,January 20245.Cinematic Tourism Policy,Government of Gujarat,20226.“Film Tourism in India:Fostering Economic Growth and Cultural Preservation”,Invest India,April 2023As one of the largest film producers in the world,India rolls out more than 1,

42、500 movies yearly,its diverse storytelling traditions reflected in its prolific cinematic entertainers.2 The Media and Entertainment industry in India is expected to reach INR8,29,390 Crore by 20303.In 2023,the Indian gross box office collection(GBOC)exceeded INR12,000 Crore4.The television,cinema,a

43、nd OTT platforms share is expected to contribute 57 per cent to the Indian media industry by 2024.5 Bollywood in Mumbai,is the most prominent segment of the Indian film industry followed by regional film industries,such as Tollywood(telugu),Kollywood(tamil),and others.Integrating cinema with tourism

44、 is an excellent way for putting film tourist destinations on the map and generating economic benefits for the local population.In India,film-induced tourism witnessed a steady increase with a significant rise in the number of international and domestic tourists visiting locations featured in popula

45、r films.This prompted the government of India to offer several incentives to encourage film tourism,such as tax rebates and film subsidies to encourage filmmakers to film in India.Thriving state initiatives played a pivotal role in boosting film tourism in their respective states.For instance,Madhya

46、 Pradesh introduced a tourism policy aimed at fostering and enhancing tourism within the state through the establishment of an inclusive and sustainable tourism environment.Similar efforts have been made by states such as Rajasthan,Kerala,Uttar Pradesh,and Uttarakhand,which implemented measures to s

47、timulate investment in infrastructure development and create favourable conditions for filmmakers.Rajasthan,for instance,adopted a strategy that promotes film tourism by providing subsidies of INR2 Crore per film for shooting within the state,in addition to waiving all taxes and fees related to film

48、ing at any government-owned landmarks,sites,and properties.Uttar Pradesh,a longstanding contributor to Indias film industry landscape,recently adopted a comprehensive film tourism policy aimed at fostering the all-encompassing advancement of the sector.Emphasising infrastructural enhancements,financ

49、ial support through subsidies and rebates on location fees,as well as facilitating access to government-owned properties,this policy seeks to stimulate growth and development.In addition to these measures,state tourism initiatives play a pivotal role in supporting film tourism by organising film fes

50、tivals,conducting roadshows,hosting cultural events,and engaging in various promotional endeavors.6 1.2.Indian film tourism scenario12|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global orga

51、nization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|12The power of cinematic destinations13|Transforming location into vacation02Transforming location into vacation|14 2

52、024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.1.“The Impact(Economic an

53、d Otherwise)of Lord of the Rings/The Hobbit on New Zealand”,Forbes,December 20122.“About Us”,Ramoji Film City Hyderabad,July 20233.“Ramoji Film City Overview and Company Profile”,AmbitionBox,July 2023A destination featured prominently in mainstream media can garner international attention drawing vi

54、sitors from far.Such influx provides opportunities for film tourism,where visitors can tour film sets and locations,attend film festivals and events,and participate in workshops and masterclasses.Per the New Zealand tourism department,the country experienced a 40 per cent increase in tourist arrival

55、s since the film,The Lord of The Rings1.Moreover,Hobbiton was transformed from a film studio into a tourist attraction following production of the film series,The Hobbit.Presently,it is among New Zealands top tourist destinations.2.1.Impact of films on destinations 39%40%50%50%73%150%200%300%Sense a

56、nd SensibilityLord of the RingsCaptain Correllis MandolinHarry PotterTroyPride and PrejudiceMission Impossible 2BraveheartTourism impact on film locationsTourism Increase the year after launchIn India,the Ramoji Rao film city,known for film production and tourism,witnesses an average footfall of 1,5

57、00,000 tourists2 annually.Such footfall provides employment opportunities for residents in and around the film citys location.Additionally,it adds to the quantum of business generated,which employs more than 5,0003 employees through its company in India.Another example is Dadasaheb Phalke Chitranagr

58、i,Mumbai,where the average annual footfall is around 100,000 tourists.Film tourism offers a unique amalgamation of entertainment and travel.It validates the power of cinema in influencing travel decisions.Other classic examples of film tourism transforming the economy of a destination and putting it

59、 on the global map are:Source:“Film-induced tourism:Inventing a vacation to a location”;“The economic impact of the UK film industry”,Oxford Economics,June 2010ScotlandAustraliaEnglandTurkeyGreeceEnglandNew ZealandEngland15|Transforming location into vacation 2024 KPMG Assurance and Consulting Servi

60、ces LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.S.NoMovie/TV showDestinationImpactInternational destinations1Out

61、landerScotlandHistoric sites in Scotland saw an upsurge in visitors after featuring in outlander.The Scottish tourist board actively promotes these sites,focusing on the outlander connection.2Indiana jones and the last CrusadeJordanThe ancient city of Petra,especially the Al-Khazneh(the treasury),in

62、curred an increase in tourism after featuring as the fictional resting place of the holy grail.The Jordan tourism board promotes Petra as a must-visit,leveraging its cinematic fame.Indian destinations1Multiple Bollywood filmsRajasthanMovies like Padmaavat,Bajirao Mastani,and Jodhaa Akbar highlighted

63、 historic forts and palaces of Rajasthan.The state government and tourism board actively promoted these locations,attracting both domestic and international visitors.2KedarnathUttarakhandBeyond the religious significance of Kedarnath,the film displayed the beauty of the Himalayan region.As a result

64、of the movies success,various treks and religious tours were promoted aggressively.3Dil se,BaahubaliKeralaThe song Jiya Jale,picturised on the backwaters of Kerala with traditional houseboats and tranquil surroundings,made many long for the serene experience.Parts of Baahubali shot in the Athirapall

65、y falls in Kerala,led to a significant boost in tourism.43 idiotsLadakhThe release of the film 3 idiots in Ladakh led to a significant increase in tourist arrivals,reaching 2.4 times the average number of tourists,which continues to grow.7It is observed that some factors driving individuals to trave

66、l to a particular destination include the natural beauty and terrain,the overarching theme,the array of events and individuals involved,the narratives presented,and the adeptness of marketers in associating the location with specific sentiments,perspectives,or emotional responses.Transforming locati

67、on into vacation|16 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.2.2.

68、1.Global case studies 2.2.Case studies of successful film tourism destinationsNew Zealand stood number one in a study commissioned by one of the leading entertainment groups in 2015,about destinations made famous by movies and television.4 It was also placed third in USA Todays best cinematic locati

69、on poll.5 New Zealands success in leveraging film tourism is prominently demonstrated through the Lord of The Rings(LOTR)and The Hobbit film trilogies.The breathtaking landscapes showcasing the countrys diverse and stunning scenery became the fictional middle earth in these movies.By the year 2018,3

70、.6 million tourists visited the country annually,equivalent to three-quarters of the population of New Zealand 6.Tourism New Zealand estimated that since 19 December 2001,tourists visiting the country spent USD620 million to only visit The Lord of The Rings and The Hobbit7 film series locations.Reco

71、gnising the potential of these iconic locations,New Zealands tourism industry strategically collaborated with filmmakers to Create guided tours and experiences for fans.This immersive connection with the movies has been a powerful draw for fans globally.New ZealandKey takeawaysNew Zealand significan

72、tly enhanced its international reputation by implementing strategic measures and fostering partnerships,thereby establishing a standard for film tourism.The collaboration between New Zealands government,tourism entities,and filmmakers was instrumental in coordinating marketing campaigns to boost tou

73、rism.Similarly,India can cultivate partnerships with film industry professionals to develop promotional activities that showcase filming locations as prominent tourist destinations.Iceland witnessed widespread recognition through its portrayal of the icy landscapes beyond the wall in game of thrones

74、.According to the Icelandic tourist board,Iceland has seen a substantial increase in visitors,with the number of foreign tourists rising from around 565,600 in 2011 to over 2.3 million in 2018.The rise in tourism also contributed significantly to Icelands economy by increasing tourism-related revenu

75、e from ISK196 billion in 2011 to ISK503 billion in 20178.The influx of tourists translated into job creation across different sectors.Tour operators capitalised on the shows popularity by offering guided tours to various filming locations.The Icelandic Directorate of Labour reported an increase in e

76、mployment opportunities,particularly in tourism-related industries,supporting the notion that film-induced tourism positively impacted the labour market.Iceland also increased infrastructure and tourism capabilities to keep up with the surge in tourist inflows.This included an uptick in the number o

77、f flights and hotels,as well as the quality and capacity of roads,rental companies,and transportation providers.Icelands success in leveraging Game of Thrones for tourism is evident in the substantial increase in tourist inflow,revenue generation,job Creation,and infrastructure development.IcelandKe

78、y takeawaysIcelands successful promotion of these locations,through collaboration between the film industry and tourism authorities,demonstrates the significance of a unified strategy that supports and enhances both sectors.Similarly,India can benefit by strategically leveraging its natural landscap

79、es to appeal to both filmmakers and tourists.4.“New Zealand voted worlds top film tourism destination”,New Zealand Film Commission,June 20155.“Film Tourism-A Successful Journey for New Zealand.The Way Towards Being the Worlds Top Film Tourism Destination”,Cactus Tourism Journal Vol.12,June 20156.“Mo

80、re than Middle-Earth:How film tourism changed New Zealand”,Cathay Business,July 20197.“Lord of the Rings:Fellowship of the Rings economic legacy could herald new age of Tolkien tourism for Scotland:,The Scotsman,December 20218.“Tourism in Iceland in Figures”,Icelandic Tourist Board,March 202417|Tran

81、sforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights r

82、eserved.2.2.2.Indian case studies Goa has long been a favoured destination for directors and filmmakers due to its scenic beauty,rich cultural heritage,and the distinctive fusion of Portuguese and Indian influences.According to the times of India,Goa tourism was honored with the prestigious film Tou

83、rism Destination of The Year award at the India International Travel Mart(IITM)held in Chennai.Additionally,the well-known Parra Road in Goa has gained the moniker Dear Zindagi Road due to its association with an iconic scene from the movie.The economic survey of Goa highlights the significant contr

84、ibution of the tourism sector to the states Gross State Domestic Product(GSDP).In 2020-21,tourism contributed around 16 per cent to the state GDP and supported over 40 per cent of jobs and livelihood opportunities9.While this encompasses various tourism-related activities,the film industrys contribu

85、tion to local job Creation is evident,particularly in sectors like hospitality and services.GoaKey takeawaysGoa exemplifies best practices in film tourism,highlighting the significance of adopting a comprehensive and sustainable strategy in developing this specialised industry.The state has enhanced

86、 the efficiency of acquiring permits for film shoots,simplifying the process for both local and international filmmakers seeking to film in Goa.This initiative has resulted in an increase in productions selecting goa as their filming destination,consequently stimulating growth in film tourism.Furthe

87、rmore,the state actively promotes a diverse array of locations,ranging from its renowned beaches to lesser-explored inland areas,showcasing the breadth of Goas offerings beyond its popular tourist attractions.The impact of film tourism in Rajasthan offers compelling insight into how cinematic portra

88、yals can boost tourism and contribute to the local economy.Rajasthan has seen a significant increase in tourist numbers following or even before the release of popular films.For instance,before the release of Padmaavat,the Chittorgarh Fort where the movie was shot witnessed a record increase in tour

89、ism footfall from 40,733 in December 2016 to 81,009 in December 2017 because of huge media coverage.10 Films like Yeh Jawaani Hai Deewani and Bajirao Mastani,which featured Udaipur and other locations,contributed to a noticeable uptick in tourism-related revenue.Hotels,local businesses,and the servi

90、ce industry in these areas increased earnings,with increasing hospitality sector revenues in the years following major film releases.The growth in film tourism led to the Creation of new jobs,particularly in the tourism and hospitality sectors.Guided tours,cultural performances,and souvenir shops ar

91、ound popular filming locations employed thousands,providing a significant boost to local employment.There has also been a marked increase in international tourists,drawn by the allure of film locations.RajasthanKey takeawaysThe success of film tourism in Rajasthan underscores the importance of strat

92、egic marketing and promotional efforts by its state tourism department.To accommodate the growing number of visitors,there has also been an emphasis on improving infrastructure around key film tourism sites,including better transportation,visitor facilities,and digital engagement tools.Highlighting

93、film locations in tourism campaigns can also attract both domestic and international tourists.The states experience offers valuable lessons in harnessing the power of film tourism through strategic marketing,infrastructure development,and sustainable practices,setting a benchmark for other regions a

94、iming to capitalise on their cinematic appeal.9.“Cultural dividends are big drivers of Goan Economy”,The Economic Times,November 202210.“Ban on Padmaavat movie has become a boon for Rajasthan tourism”,Times of India Travel,January 2018 18|Transforming location into vacation 2024 KPMG Assurance and C

95、onsulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|18Advantages

96、of film tourism19|Transforming location into vacation03Transforming location into vacation|20 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limit

97、ed,a private English company limited by guarantee.All rights reserved.The film and entertainment industry play a substantial role in supporting local communities by involving various businesses during production,ranging from caterers,hotels,and hardware stores to transportation services.This active

98、engagement significantly bolsters different sectors of the local economy.Furthermore,the success of an on-screen production often triggers an increase in tourism,providing additional stimulation to the local community and economy.Beyond the immediate economic gains,long-term benefits surface,encompa

99、ssing the development of spin-off film production activities such as editing,sound production,and Creative ventures.This evolution also results in the establishment of permanent facilities like sound stages and studios,fostering the growth of industries related to independent filmmaking,documentarie

100、s,music videos,and interactive media productions.Regions with a thriving film activity contribute to a Creative and culturally vibrant local economy,drawing increased interest through capital investment and heightened tourism.The expansion of film tourism holds significant potential for enhancing th

101、e broader tourism sector,creating employment opportunities,and fostering economic growth,especially in rural regions.Moreover,advocating for film tourism in India plays a vital role in preserving and promoting the nations cultural heritage and historic landmarks,delivering a distinctive and authenti

102、c experience to visitors.Additionally,film tourism serves as a pivotal tool in promoting cultural exchange and fostering understanding among diverse countries and communities.Films and TV shows can significantly boost the number of visitors to a location,leading to increase spend on accommodation,di

103、ning,and local attractions.Extensive global comparisons reveal the profound impact that film-induced tourism can have on a nations economy.Besides the case studies discussed previously,American epic war film Braveheart,stands as a noteworthy example illustrating how films can impact destination area

104、s and generate economic benefits for a country.The 1995 release of Braveheart had a substantial impact,leading to a significant rise in both visitor numbers and revenue for Scotland.As noted by Hudson and Ritchie,one year after the films release,the Wallace monument in Scotland experienced a remarka

105、ble 300 per cent increase in visitor numbers1.Another example is Northern Ireland.Through the course of the production of the show Game of Thrones,the filming of the show injected GBP251 million into the economy of Northern Ireland.Further,in 2018 the country witnessed 350,000 visitors,which resulte

106、d in over GBP50 million for the local economy.Since then,the television series generated approximately GBP251 million for the Northern Ireland economy through tourism2.3.1.Ecnomic benefitsIncreased tourist footfall1.“Promoting Destinations via Film Tourism:An Empirical Identification of Supporting M

107、arketing Initiatives”,Simon Hudson and J.R.Brent Ritchie,May 20062.“Game of Thrones production generated 251m for NI economy report”,The Irish News,October 202121|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member

108、firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.One advantage of a thriving film industry in the local economy is its capacity to draw and retain talent while reinforcing th

109、e Creative economy.The film industry,with its diverse spectrum of roles,emerges as a powerful source of direct employment.Film-induced tourism further magnifies this impact by Creating a spectrum of job opportunities.Film productions Create employment opportunities for local talent in various fields

110、,such as acting,production,set design,catering,and technical support.Job Creation extends beyond the film industry to related sectors like hospitality,transportation,and retail.Job CreationFilm-inspired tourism also serves as a platform for small businesses to thrive.Local artisans,vendors,and tour

111、operators can showcase their products and services to a wider audience.This exposure significantly boosts their revenue and supports sustainable economic growth within the community.According to the economic and fiscal impact of the film industry in Montana3,a concrete example is the significant imp

112、act observed during the filming of Robert the Bruce.The presence of the films cast and Crew was instrumental in maintaining the operation of a local hotel throughout winter,a period when it would usually shut down.This resulted in full-time employment for 12 residents and contributed around USD100,0

113、00 to the local economy4.Revenue generation3.“The Economic Impact of Montana Film Production”,ESI Econsult Solutions INC,June 20234.“Mass tourism threatens Croatias Game of Thrones town”,CTV News,September 2018Transforming location into vacation|22 2024 KPMG Assurance and Consulting Services LLP,an

114、Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.4.“Film Tourism as an Effective Destination Marketing Tool”,HVS,March 20235

115、.“Accreditation”,Festival de Cannes,February 20246.“Cannes Film Festival 2021 New Challenge:How to attract attendees”,Forbes,July 20217.“Sustainable tourism development in Iceland:A critical analysis of coastal and maritime tourism practices in one of Europes most unique destinations under the aspec

116、ts of Blue Tourism”,Till Pielhop,Universitat Rovira I Virgili,September 20228.“Film tourism in India a beginning towards unlocking its potential”,FICCI,March 2019Filming in historic or culturally significant locations can contribute to the preservation and maintenance of cultural heritage sites.Reve

117、nue generated from film productions may be used to fund conservation projects,ensuring the long-term sustainability of such sites.Film tourism also serves as a platform for cultural exchange,facilitating connections among diverse communities.This interaction contributes to a dynamic cultural showcas

118、e,enhancing the overall appeal of the destination.An example of this is the movie Zindagi Na Milegi Dobara which featured destinations,festivals,and the culture of Spain.The movie Created an impact so significant that it became a case study in colleges of Spain as it increased tourism to the country

119、 by 65 per cent.4 3.2.Cultural promotion and preservationPositive portrayals in the media play a Crucial role in shaping an enhanced international image,drawing a diverse array of tourists.This heightened global visibility ensures continued growth in tourism,extending well beyond the initial film re

120、lease.Featuring in a popular film or TV show can enhance a destinations image and brand,putting it on the map for international tourists and potentially leading too long-term tourism growth.The 73rd edition of Cannes Film Festival held in 2023 garnered extensive global coverage,with 4,000 journalist

121、s from various corners of the world actively reporting on the proceedings and Crafting articles about the films featured in the competition.5 The Cannes Film Festival contributed approximately EUR195.87 million to the economic landscape,encompassing spending on accommodation,dining,transportation,an

122、d other related services.6 This constitutes a significant share of the annual EUR800.7 million generated through tourism activities in Cannes.6 For proprietors of hotels,the festival represents a substantial portion,contributing 10 per cent to 15 per cent of their yearly revenue6.Scotland also recei

123、ved benefits of global marketing due to shooting of Braveheart in Wallace monument.7 Another example is Hadimba mandir in Manali which was a laidback location until it was turned into a must-visit destination through iconic scenes from the movie Ye Jawani Hai Diwani.83.3.Global visibility and brandi

124、ng The demand for attractive filming locations often stimulates investment in local infrastructure and amenities,enhancing the overall appeal of a destination.Improved infrastructure,such as roads,airports,and tourism facilities,benefits both the film industry and the broader tourism sector.Film tou

125、rism also encourages the development of new tourism products,such as guided tours to filming locations,theme accommodations,and film festivals,enriching the tourist experience.This can also help reduce seasonality by attracting visitors year-round,especially if the destination is associated with a t

126、imeless film or show.From Indias perspective,the economic benefits of film tourism can be multifaceted and substantial.As India positions itself as a cinematic hub,the symbiotic relationship between the film industry and the tourism sector presents possibilities for sustainable economic growth.The e

127、xploration of ancillary benefits,such as cultural preservation,infrastructure development,and technological integration,adds depth to the understanding of how film-induced tourism can be a driving force for comprehensive economic transformation in India3.4.Development of tourism infrastructure and p

128、roducts Challenges and opportunities 23|Transforming location into vacation04Transforming location into vacation|24 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KP

129、MG International Limited,a private English company limited by guarantee.All rights reserved.Film tourism emerged as a dynamic sector within the broader tourism industry,offering significant economic and cultural benefits.However,like any other niche tourism segment,it also presents a unique set of c

130、hallenges and opportunities.In India,film tourism presents both significant opportunities and notable challenges for known and lesser-known destinations.Some challenges and opportunities are listed in the table below:S.NoChallengesOpportunitiesI.Balancing preservation and developmentA.Cultural and h

131、istorical preservationFilm productions often involve substantial set construction and alterations to historical artifacts and structures.This poses a risk to culturally significant elements,exposing them to potential wear and tear or accidental damage.The pressures to create visually impactful scene

132、s may lead to compromises in the authentic representation of historical or cultural sites,challenging the preservation of their intrinsic value.Heritage conservation collaborationEstablishing clear guidelines and agreements between filmmakers and heritage preservation entities is Crucial,especially

133、in the Indian context with its rich historical and cultural heritage.Such collaborations can outline the permissible extent of alterations,ensuring responsible use,conservation,and restoration of historical sites.Allocating a percentage of film production budgets for the conservation and maintenance

134、 of these sites further contributes to their long-term preservation.B.Over-commercialisationThe popularity of film locations can rapidly transform serene,culturally rich areas into bustling tourist hubs.This transformation impacts the daily lives of local communities,sometimes resulting in displacem

135、ent or gentrification.The frequent use of iconic locations in film shoots may lead to tourist fatigue,where visitors perceive the sites as less appealing due to overexposure,diminishing both their cultural and economic value.Cultural tourism initiativesImplementing educational programmes for tourist

136、s that highlight the historical and cultural significance of film locations can be particularly impactful in India.This not only enhances the visitor experience but also fosters a deeper appreciation for the nations diverse heritage.Involving local communities in tourism initiatives ensures that the

137、y benefit economically from the influx of visitors while actively participating in preservation efforts,aligning with Indias emphasis on community involvement.II.Infrastructure concernsA.Overburdened facilitiesThe sudden influx of film Crews,equipment,and tourists can strain local infrastructure,lea

138、ding to traffic congestion and inconvenience for residents.Increased demand for utilities,such as water and electricity,may overwhelm local resources,impacting the quality of life and potentially causing environmental degradationa concern particularly relevant in Indias densely populated regions.Inf

139、rastructure developmentForming public-private partnerships between government bodies,private investors,and the film industry is essential,aligning with Indias push for collaborative initiatives.This collaboration can lead to the development of sustainable infrastructure that supports increased film

140、tourism without compromising the well-being of local communities.Implementing smart city initiatives,especially in burgeoning film production hubs,can Create a conducive environment for film production while addressing Indias urban planning challenges.25|Transforming location into vacation 2024 KPMG

141、 Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.B.Unequal distributionThe concent

142、ration of film productions in specific regions can result in uneven economic development.Some areas may experience overdevelopment,while others remain underutilised.This unequal distribution may exacerbate regional disparities,with some regions missing out on the economic benefits associated with fi

143、lm tourism.Regional diversity promotionProviding financial incentives or subsidies to filmmakers who explore and showcase diverse regions aligns with Indias cultural richness.Fostering community-based tourism initiatives ensures that economic benefits reach a broader spectrum of regions,promoting a

144、sense of local ownership in the tourism industry,a key aspect of Indias emphasis on decentralised development.III.Environmental concernsA.Ecological impactThe influx of tourists to filming locations can lead to environmental degradation,overcrowding,and strain on local resources.The extensive travel

145、,equipment transportation,and energy consumption during film shoots/tourism contribute significantly to Indias environmental challenges,including climate change.Environmental compliance standardsImplementing mandatory environmental impact assessments for filmmakers before shooting in sensitive areas

146、 is Crucial in the Indian context.This ensures a thorough understanding of potential ecological consequences and allows for effective mitigation measures.Encouraging filmmakers to participate in carbon offsetting programmes resonates with Indias commitment to environmental sustainability and can con

147、tribute to the nations efforts to combat climate change.B.Waste managementThe construction and dismantling of film sets generate substantial waste,including materials such as wood,metal,and plastics.Improper disposal can overwhelm local waste management systems.The industrys reliance on single-use p

148、lastics and excessive packaging further contributes to environmental degradation and pollution.Eco-friendly production practicesDeveloping and widely promoting guidelines for green filmmaking practices.Emphasising the use of sustainable materials,energy-efficient technologies,and eco-friendly transp

149、ortation methods.Implementing waste reduction initiatives,including recycling programmes on film sets and the use of biodegradable materials,and promoting responsible waste management.Transforming location into vacation|26 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability P

150、artnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Dubrovnik,a picturesque Croatian city enjoyed a longstanding status as a sought-after tourist destina

151、tion in Europe for it mediaeval churches palaces and cobbled alleys.However,its popularity skyrocketed following the debut of Game of Thrones in 2011.The surge in visitors led to congestion at the entrances of the ancient walled city,a designated UNESCO world heritage site1.In response to the escala

152、ting challenge,in 2017,local authorities introduced the Respect the City plan,imposing restrictions on the number of tourists from Cruise ships to a maximum of 4,000 at any given time during the day29.The Respect the City(RTC)initiative includes comprehensive short-term,medium-term,and long-term str

153、ategies and actions,focused on establishing Dubrovnik as a forerunner in promoting sustainable and responsible tourism within the Mediterranean region.Collaborating with the Dubrovnik tourist board,the city of Dubrovnik initiated the production of an animated film outlining guidelines for visitor be

154、haviour within the historical core of the city.The film,part of the broader RTC project,was strategically showcased on Croatia airlines flights,and Cruise ships entering the port of Gru.The overarching objectives of this transformation in destination management include the preservation of cultural h

155、eritage,enhancement of citizens daily lives,and the optimisation of visitors experiences in Dubrovnik.In conclusion,addressing similar and additional intricate challenges in Indias film tourism industry necessitates a comprehensive and collaborative approach.Striking a balance between preservation a

156、nd development,implementing sustainable infrastructure,and adopting eco-friendly practices will not only safeguard Indias cultural and natural treasures but also contribute to the nations vision of inclusive and sustainable development.This holistic strategy can enhance the resilience and responsibi

157、lity of Indias film tourism sector,aligning with the countrys rich heritage and commitment to environmental stewardship.4.1.Case study:the challenge of overcrowding in Dubrovnik1.“Mass tourism threatens Croatias Game of Thrones town”,CTV News,September 2018Collaborations and partnerships for film to

158、urism27|Transforming location into vacation05Transforming location into vacation|28 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a priva

159、te English company limited by guarantee.All rights reserved.In India,the film tourism sector thrives on a complex network of collaborations and partnerships among key stakeholders,including film producers,tourism boards,local government,and the private sector.These all play a pivotal role in develop

160、ment of film tourism in the country while also promoting Indias cultural heritage and natural beauty on a global stage.5.1.The dynamic roles of film commissions and tourism boardsFilm commissions play a pivotal role in shaping the landscape of film tourism,serving as key facilitators between filmmak

161、ers,local authorities,and the tourism sector.This multifaceted role involves simplifying logistical processes,streamlining permit procedures,and presenting potential filming locations as attractive destinations.A noteworthy illustration of this collaboration is found in New Zealand.The New Zealand f

162、ilm commission plays a Crucial role in enticing international productions to choose New Zealand as their filming location.This involves promoting New Zealands screen production industry on a global scale,offering specialised inquiry services,engaging in negotiations for co-production treaties,endors

163、ing official co-productions,and overseeing the administration of incentives such as the New Zealand screen production grant and the post,digital,and visual effects grant1.5.1.1.Film commissions1.“New Zealand Film Commission Statement of Intent 2019 2023”,New Zealand Film Commission,February 2024Figu

164、re:Key Stakeholders Source:KPMG in India analysis29|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a p

165、rivate English company limited by guarantee.All rights reserved.According to a study,the Icelandic tourism board played a Crucial role in the tourism management of Iceland2.Its mandate involves formulating destination management plans nationwide and overseeing tourist information systems.Additionall

166、y,it holds the responsibility for licensing operations in the entire spectrum of tourism businesses,including tour operators and travel agencies.The board administers Icelands official quality and environmental system for tourism,known as Vakinn,and assumes authority over environmental consideration

167、s related to tourism5.1.2.Tourism boards5.2.Case examples of successful public-private partnershipsEstablished in 2003 with support from the UK film council,the London development agency,and the mayors office of London,Film London,serves as a public film agency.Its primary focus encompasses film,tel

168、evision,short films,commercials,and emerging interactive media.The agency is dedicated to enhancing Londons status as a prominent international film cultural hub.The impact of film London is evident in the fact that London hosts over 4,500 production companies with a collective turnover approaching

169、GBP4 billion3.Additionally,the film production,distribution,and exhibition sectors in London employ 49,000 people,highlighting the agencys significant contribution to the citys economic and cultural landscape3.5.2.1.LondonNorthern Ireland Screen,funded by the department for the economy and the depar

170、tment for communities,serves as the leading agency in Northern Ireland.Its primary objective is to drive economic growth through the film and television industry,as well as digital content.In collaboration with HBO and Tourism Ireland,Northern Ireland Screen partnered to host the official Game of Th

171、rones touring exhibition three times and supported HBOs European premiere at ICC Belfast in 20194.By comprehending and implementing successful models from global counterparts,India can harness the strength of collaborative efforts,propelling its film tourism industry into a transformative era of gro

172、wth and international recognition.5.2.2.Northern Ireland 2.“Sustainable tourism development in Iceland:A critical analysis of coastal and maritime tourism practices in one of Europes most unique destinations under the aspects of Blue Tourism”,Till Pielhop,Universitat Rovira I Virgili,September 20223

173、.“Homepage”,Film London,February 2024 4.“The Making of a Screen Tourism Destination”,Tourism Northern Ireland,February 202430|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization

174、of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|30Recommendations and action steps31|Transforming location into vacation06Transforming location into vacation|32 2024 KPMG Ass

175、urance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The studies and analysis of previous

176、sections alongside global best practices helps consolidate key findings into actionable recommendations for India to undertake to capitalise on the potential of film tourism responsibly and promote itself as a leading film tourism destination.The industry also needs to perform in a collaborative,str

177、eamlined and organised manner that is conducive for growth and scalability.In addition to offering attractive incentives and motivations to those related to the film industry.The government may consider developing shooting locales as focused tourist destinations,complete with necessary amenities for

178、 visitors.The following elaborates on interventions for India to consider from the perspective of promoting film tourism:1.Incentive schemes Encourage the growth of the film tourism sector by providing incentives such as tax breaks and subsidies to film producers/production houses/film-related infra

179、structure developers.This can help to attract more investment in the sector and tap the tourism potential of lesser-known gems of the country.a.Tax incentives and financial benefits:i.Offer incentives to private developers investing in infrastructure related to film tourism,such as a film city,film

180、studios,film institutes,film-related theme park within the state.This could include tax Credits,exemptions,or subsidiesii.Rationalisation of tax to benefit the private agencies managing mega events such as,film festivals and award functions by reducing the tax burden,improving financial viability,an

181、d creating a more conducive environment for the film tourism industryiii.Offer tax breaks/subsidies to production houses that film anywhere in the state and give due Credit to the respective tourism department in the feature film or series.iv.Partner with banks or financial institutions to provide s

182、oft loans or special packages for film-related projectsv.The government may consider offering incentives and financial assistance to foreign filmmakers and event organisers.b.Travel-related discounts:i.Consider offering discounted air/train/bus tickets for film cast and Crewii.Provide a flexible tra

183、vel window of up to 15 daysiii.Introduce provision of transportation facilities such as luxury buses,airport pick-and-drop facilities for film Crews based on a standardised eligibility Criteriaiv.Provide support and discounts for accommodation booking along with a detailed list of government/recogni

184、sed hotels,homestays,and facilities to the film Crew.2.Government supporta.Develop a national level model policy and guidelines document for the film tourism sector to be adopted by all state governments,encouraging film shoots and film tourismb.Allocation of dedicated budget/fund to the film touris

185、m projects/initiatives to promote economic growth,cultural diversity,entrepreneurship,and innovation.3.Dedicated supervisory committeeFormulate an autonomous body to ensure that policies are effectively implemented,and that the sector operates in a transparent and responsible manner.a.A dedicated su

186、pervisory committee at centralised and decentralised levels to oversee management,maintenance,and marketing of film tourism destinations with representation of both public and private parties in respective stateb.The committee could also address disputes,grievances and ensure smooth operation of the

187、 ecosystem.33|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guar

188、antee.All rights reserved.4.Registration of film festivals and film tourism-related events To ensure that the agencies that manage mega events such as film festivals,award functions and other film tourism-related events are reputable,qualified,and compliant with applicable regulations,a clear Criter

189、ia and process can be developed to register such event management agencies:a.Criteria for registering an agency may include factors such as the legal status of the agency,its experience and track record,and the qualifications and experience of its staffb.An online application process can be defined

190、including the required documents,fees,and timelinesc.The nodal agency for implementation of the(proposed)national film tourism policy may be tasked with the responsibility of evaluating applications and registering agencies.This may involve site inspections,interviews,and a review of past events org

191、anised by the agencyd.If the application is approved,the agency may be granted registration.This may be communicated to the agency through a certificate or a registration documentatione.Invitations may be sent to registered agencies to participate in the bidding for organisation of mega film events

192、anywhere in the country.5.Infrastructure development The central and state governments can consider providing incentives,such as tax Credits,exemptions,or subsidies to film production houses investing in related infrastructure.a.For certain high-investment projects,consider providing land parcels on

193、 leaseb.Introduce certain reimbursements on registration and stamp duty to companies based on their investment amountsc.Encourage PPP models in which the government provides regulatory and policy support,with private players investing in infrastructure and technical knowledge.i.Destinations especial

194、ly tier-2 and tier-3 cities with potential for film shooting and film tourism may be identified for targeted development,attracting production houses and investorsii.Special permissions may be granted at a certain cost to production houses to shoot at iconic and heritage monumentsiii.Special permiss

195、ions may be granted at a certain cost to the production houses to use airstrips and helipads.6.Integration of film industry and tourisma.Develop dedicated film tourism packages featuring famous shooting locales along with a tour of the studio facilities,labs,and film cities.b.Consider development of

196、 thematic parks or attractions based on popular films.7.Compliance and regulationsa.The government could simplify the licensing requirements for production houses,by Creating a clear set of guidelines,and by reducing the number of licenses and permits required.While the government of India has estab

197、lished a Film Facilitation Office(FFO)as a single-window facilitation and clearance portal,the processes can be lengthy and complicated,especially at the local levelb.The single-window clearance may be further simplified and include permissions from various authorities such as the ministry of inform

198、ation and broadcasting,ministry of external affairs,ministry of civil aviation,state,and local authorities such as municipal bodies,traffic,and police departments.8.Promotion and marketinga.It is suggested to regularly host film festivals,award functions and other film tourism-related events and con

199、claves to attract international attention.These could be conducted on a rotational basis in different states,showcasing the nations diverse locational settings for shooting films and series to attract fans from all over the country and the worldb.Organise familiarisation trips,also known as fam trip

200、s for filmmakers and production houses to various locations ideal for shooting films and series within the state.Transforming location into vacation|34 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of indepen

201、dent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.9.Safety and securitya.Consider ensuring active security measures for film Crews during shoots.The respective supervisory committees can provide information regarding shoot

202、ing schedules to police personnel for their readiness and Crowd management planningb.Frame guidelines that ensure the well-being and fair treatment of everyone involved in the production.10.Supporting industries and servicesa.In addition to promoting film tourism-related infrastructure,also consider

203、 development of businesses such as catering,costume design,set design,props,and equipment rental near shooting locales/theme parks/film citiesb.The F&B outlets at film locations may develop and serve menus showcasing foods related to films/showsc.Consider offering exclusive merchandise related to th

204、e film or show at the locationd.Consider supporting local businesses,restaurants,and hotels to manage the influx of film Crews and touristse.Develop Avant Garde film schools,training institutes,along with smaller production and postproduction facilities.11.Technology-led film tourisma.Encourage inve

205、stment in the latest film-world technology,VR studios and CGI facilities.Experiential zones may be Created for tourists to engage in immersive environmentsb.Support R&D and partnerships in modern film technologies such as AI,VR experiences,360-degree videos,and interactive maps,to provide visitors a

206、 virtual exploration of film locationsc.Implement AR technologies allowing visitors to view scenes from a movie overlaid on their real-world surroundings through their smartphones,enhancing the visitation experienced.A dedicated hub for tech-companies focused on entertainment technologies may be Cre

207、ated.12.Digital marketing and social media campaignsa.Utilise digital marketing platforms to their full potential by a collaborative approach to promote films as well as boost the tourism industry.This can be achieved by showcasing exotic destinations in the social media content jointly Created by r

208、epresentatives of the film and tourism sectorsb.Collaborate with influencers and bloggers in the travel and entertainment niches to showcase film tourism destinations through their platforms.Their authentic content can inspire followers to visitc.Launch hashtag campaigns to encourage user-generated

209、content.This not only fosters a sense of community but also increases online visibilityd.Implement targeted advertising on trending social media platforms.Tailor ads to specific demographics interested in film,travel,or related themes.35|Transforming location into vacation 2024 KPMG Assurance and Co

210、nsulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Annexure A:detailed comparative analysis of film t

211、ourism policies of various state governments of IndiaProvisionMadhya Pradesh1Gujarat2Uttar Pradesh(Up)31Eligible applications/projectsNAFeature filmsDocumentary filmsWeb seriesTV serialsMega film eventsFilm infrastructure projects:limited to film city and film/television studio and post-production s

212、tudio or film processing labs/film training institutesFeature films:grants and incentives for films shot in the state,with special provisions for regional and national languages.Web series:web series production with specific grants based on shooting location and involvement of local talent.OTT conte

213、ntDocumentary filmsFilm infrastructure development like film training institutes2Financial incentive for moviesSubsidy up to INR1 Cr to INR 1.5 CR or 25per cent of total cost of production for 1st filmSubsidy up to INR1.25 Cr to 1.75 Cr or 25per cent of total cost of production for 2nd filmSubsidy u

214、p to rs.1.5 Cr to 2 Cr or 25per cent of total cost of production for 3rd film onwardsSubsidy up to INR1.5 Cr or 25per cent of eligible expenses of production for 1st filmSubsidy up to INR2 Cr or 25per cent of total eligible expenses of production for 2nd filmSubsidy up to INR2.5Cr or 25per cent of e

215、ligible expenses of production for 3rd film onwardsRegional films:maximum grant:50per cent of cost for regional films(Awadhi,Braj,Bundeli,Bhojpuri)and Hindi,English,and Indian language filmsOther language films:maximum grant of 25per cent of costFilm shooting in Uttar Pradesh:Half of shooting days i

216、n up:maximum grant up to INR 1.00 Crore Two-thirds of shooting days in up:maximum grant up to INR 2.00 CroreGrant for subsequent films:Second film in up:Half shooting days:10per cent or INR 1.10 Crore Two-thirds shooting days:10per cent or INR 2.20 CroreThird film onwards:Half shooting days:15per ce

217、nt or INR 1.15 Crore Two-thirds shooting days:15per cent or INR 2.30 CroreGrant for award-winning producers/directors:Second film:Half shooting days:INR 1.75 Crore Two-thirds shooting days:INR 2.25 CroreThird film onwards:Half shooting days:INR 2.25 Crore Two-thirds shooting days:INR 3.25 CroreAddit

218、ional grants for resident artists:05 lead actors from up:max inr25 lakh or remuneration amount UP resident Crew:02per cent of total grant or max INR 05.00 lakh Additional grant for all UP-resident cast film:max INR 50.00 lakh or remuneration amountGrant for film processing:Processing in up:50per cen

219、t of processing cost or max INR50 lakh1.“Madhya Pradesh Film Tourism Policy”,Government of Madhya Pradesh,March 20202.“Cinematic Tourism Policy”,Government of Gujarat,January 20223.“Uttar Pradesh Film Policy”,Government of Uttar Pradesh,February 2023Transforming location into vacation|36 2024 KPMG A

220、ssurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Rajasthan4Himachal Pradesh5,6Mahara

221、shtra7Feature films/TV serials/reality shows,web series,documentaries with set criteriaNANASubsidy of INR.2.00 Crore or 15per cent of total Qualified Cost of Production(QCOP)Exemption from all fees and charges at all monuments and locations under forest,irrigation,PWD,local bodies,police,Devasthan a

222、nd all state government properties for shootingFor films made in any dialects:-Grant of INR50 lakh if at least 75per cent is shot in the state-Grant of INR10 lakh for short films if 75per cent is shot in the stateFor films made in other languages:-Grant of up to INR2 Cr for the company that has shot

223、 over 3 movies in the state-Additional assistance of INR25 lakh if 3 leading artists are from the state100per cent entertainment tax exemption for Marathi films on theatrical release in Maharashtra Concession/rebate in shooting charges at various Government owned sites/locations for Marathi filmsThe

224、 corporation implements film finance assistance scheme of government ofMaharashtra,under the name“Darjedar Marathi Chitrapat Arthsahaya Yojna”as following-Marathi films which scores 70per cent and above marks is graded“a”category and-Granted a financial assistance of INR40 lakh.-Marathi films scorin

225、g 51per cent to 69per cent marks are graded“b”category and granted a-Financial assistance INR.30 lakhs.-Every year state government declares state film awards,wherein the 1st best movie-Gets a prize money of INR4 lakhs4.“Rajasthan Film Tourism Promotion Policy”,Government of Rajasthan,July 20225.“Hi

226、machal Pradesh Film Policy”,Government of Himachal Pradesh,June 20196.“Himachal Pradesh Film Policy”,Government of Himachal Pradesh,January 20247.“Incentive”,Film Facilitation Office,February 202437|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited

227、 Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Annexure A:detailed comparative analysis of film tourism policies of various state govern

228、ments of IndiaProvisionMadhya Pradesh1Gujarat2Uttar Pradesh(Up)33Financial incentive for web series/TV serials50per cent to 75per cent reimbursement of shoot permission actual charges paid in the stateSubsidy up to INR0.5 Cr to INR1 Cr or 25per cent of total cost of productionSubsidy up to INR75 lak

229、h or 25per cent of eligible cost of production for 1st seriesSubsidy up to INR1 Cr or 25 per cent of eligible cost of production for 2nd seriesSubsidy up to INR1.5 Cr or 25 per cent of eligible cost of production for 3rd series onwardsWeb series:two-thirds of shooting days in Uttar Pradesh required

230、for grant of INR10 lakh per episode or 50per cent of total cost(whichever is less),max INR1 CroreWeb film:two-thirds of shooting days in Uttar Pradesh required for grant of INR1 Crore or 25per cent of total cost(whichever is less)Additional grant for web film:Lead Actors Criteria:5 lead actors must

231、be permanent residents of Uttar PradeshGrant:INR25 lakh or remuneration amount(whichever is less)Crew Criteria:singer,musician,lyricist,writer,director,cameraman must be state residentsGrant deduction:2per cent of total grant or INR5 lakh(whichever is less)4Financial incentive for documentariesSubsi

232、dy up to INR20 lakh to INR40 lakh or 50per cent of total cost of productionSubsidy up to INR25 lakh or 25per cent of eligible cost of productionNA5Assistance for mega film eventsFinancial assistance-20per cent of the eligible expenditure in Gujarat or maximum up to INR25 CrAnnual state organised fil

233、m festival 6Film infrastructure projectsDevelopment/improvement of basic infrastructure by the state40per cent discount on hotels&other tourism products/services operated by MPSTDC for film cast&CrewSpecific infrastructure assistance viz airstrips and choppers at prescribed rentFinancial incentives

234、to private players for creating physical infrastructure15 per cent of eligible investment as financial incentive for projects of up to INR.500 Cr total investment 20 per cent of eligible investment as financial incentive for projects above INR5 Cr total investmentBased on availability,30 acres of la

235、nd on lease for projects of INR501 Cr investment,and additional acre on every subsequent additional investment of INR20 CrEstablishing a modern film city in Noida across 1000 acres,serving as a hub for film production with comprehensive servicesConducting feasibility studies for setting up additiona

236、l film cities and labs,with involvement from private sector through PPP modelsOffering financial incentives for studios and labs establishment,including grants up to 35per cent of the cost in specific regions,with phased fund disbursementEnhancing shooting sites and promoting them for outdoor shooti

237、ng,supported by the tourism departmentImplementing integrated incentive schemes for the revival and upgrading of cinemas and multiplexes,aligned with the GST regime and state policies1.“Madhya Pradesh Film Tourism Policy”,Government of Madhya Pradesh,March 20202.“Cinematic Tourism Policy”,Government

238、 of Gujarat,January 20223.“Uttar Pradesh Film Policy”,Government of Uttar Pradesh,February 2023Transforming location into vacation|38 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms

239、affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Rajasthan4Himachal Pradesh5,6Maharashtra7Subsidy of INR2 Crore or 15per cent of total Qualified Cost of Production(QCOP)Exemption from all fees and charges at all monuments and locations und

240、er forest,irrigation,PWD,local bodies,police,Devasthan and all state government properties for shootingNAConcession/rebate in shooting charges at various Government owned sites/locations for Marathi seriesSubsidy of INR2 Crore or 15per cent of Total Qualified Cost of Production(QCOP)Exemption from a

241、ll fees and charges at all monuments and locations under forest,irrigation,PWD,local bodies,police,Devasthan and all state government properties for shootingNANANANANANAInvestment incentives for establishing infrastructure for film shooting and production(film city,studios&labs,shooting locales,and

242、equipment,use of airstrips/helipads)Maharashtra Film Stage and Cultural Development Corporation Ltd.,Dadasaheb Phalke Chitranagari,is one of the largest entertainment infrastructure for film,television and commercial shooting in Mumbai which is spread in 521 acres and has outdoor and indoor shooting

243、 locations and a studio facilityKolhapur Chitranagari has land bank and indoor/outdoor shooting facilities at Morewadi,Kolhapur4.“Rajasthan Film Tourism Promotion Policy”,Government of Rajasthan,July 20225.“Himachal Pradesh Film Policy”,Government of Himachal Pradesh,June 20196.“Himachal Pradesh Fil

244、m Policy”,Government of Himachal Pradesh,January 20247.“Incentive”,Film Facilitation Office,February 202439|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent mem

245、ber firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Annexure A:detailed comparative analysis of film tourism policies of various state governments of IndiaProvisionMadhya Pradesh1Gujarat2Uttar Pradesh(UP)37Dedicated governance bodyA

246、dvisory/empowered committeeFilm facilitation cellState Level Empowered Committee(SLEC)under chairmanship of CMCommittee for content&qualityState Level Implementation Committee(SLIC)Film facilitation cellUttar Pradesh Film Development Council8Administrative facilitationsSingle window clearanceSingle

247、window clearanceSingle window clearance9Other initiativesMarketing and promotional assistance to promote film tourism via theme parks,selfie points,film festivals&film awardsDevelopment of film citySetting up of film studio&labGovt.Support to improve existing cinema halls/multiplexes and to set-up n

248、ew cinema halls/multiplexesSkill development&capacity buildingAccommodation booking support,including discounts on stayTransportationList of service providersSupport to international filmmakersSecurity facilitiesExcise permissionProvisioning funds annually Grants for feature films,including those in

249、 non-hindi languages,shot in UPAwards for films and scholarships for film studentsPromotion of regional cinemaIncremental grants employing local talentFinancial assistance for film processing within the stateSpecial arrangements for film unit security and accommodation10Nodal agency for implementati

250、on of policyFilm Facilitation Cell under the chairmanship of MD,MPTBCommissionerate of Tourism,Government of GujaratUttar Pradesh Film Bandhu1.“Madhya Pradesh Film Tourism Policy”,Government of Madhya Pradesh,March 20202.“Cinematic Tourism Policy”,Government of Gujarat,January 20223.“Uttar Pradesh F

251、ilm Policy”,Government of Uttar Pradesh,February 2023Transforming location into vacation|40 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited

252、,a private English company limited by guarantee.All rights reserved.Rajasthan4Himachal Pradesh5,6Maharashtra7Film Tourism Facilitation Cell(FTFC)Executive CommitteeFilm Facilitation CellHimachal Pradesh Film Development Council(HPFDC)Maharashtra Film Cell(A Maharashtra Film,Stage&Cultural Developmen

253、t Corporation Initiative)Single window clearanceSingle window clearanceSingle window clearanceCircuit Houses,Dak Bungalows and government owned Guest Houses located in the State will be made available to film shooting crews on pre-booking basis at official rates.50 per cent discount in accommodation

254、 at Rajasthan Tourism Development Corporation(RTDC)and Rajasthan State Hotel Corporation(RSHC)properties,subject to a maximum discount of INR10 lakhEstablishment of Film City&provision of Viability Gap FundingSetting up of Film instituteFilm Development Fund created by the HPs Information and Public

255、 Relations Department for financing schemes for development of films and film related infrastructureNon-Fiscal Benefits:30 per cent concession in room rent on their stay in hotels of the HP State Tourism Development Corporation.Security ArrangementsFilm Promotion via film festival,award distribution

256、 and support to film societiesGovt.support to improve existing cinema halls/multiplexes and to set-up new cinema halls/multiplexesMaharashtra Film Stage and Cultural Development Corporation Ltd,DadasahebPhalke Chitranagari Goregaon East,Mumbai has made provision for Animation,Visual Effects,Gaming a

257、nd Comics(AVGC)project in its 521 acres of land bankFilm Tourism Facilitation Cell(FTFC),Department of Tourism,Government of RajasthanHimachal Pradesh Film Development Council(HPFDC)Maharashtra Film,Stage&Cultural Development Corporation4.“Rajasthan Film Tourism Promotion Policy”,Government of Rajas

258、than,July 20225.“Himachal Pradesh Film Policy”,Government of Himachal Pradesh,June 20196.“Himachal Pradesh Film Policy”,Government of Himachal Pradesh,January 20247.“Incentive”,Film Facilitation Office,February 2024Transforming location into vacation|41 2024 KPMG Assurance and Consulting Services LL

259、P,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Executive summaryThe global film tourism market is on an upward trajec

260、tory,projected to grow at a CAGR of 7.2 per cent in the coming years.Valued at USD68.1 billion in 2022,it is expected to reach usd110.79 billion by 2028.Alongside,as one of the largest film producers in the world,India rolls out more than 1,500 movies yearly,its diverse storytelling traditions refle

261、cted in its prolific cinematic entertainers.Together,Indian television,cinema and OTT is expected to contribute 57 per cent to the Indian media industry by 2024.Film tourism,also known as cine-tourism or movie-induced tourism,a rapidly expanding niche segment of the global travel industry,taps into

262、the desire of movie enthusiasts to experience cultures,landscapes,and realities behind the cinematic world.It fosters significant economic growth for destinations harnessing their cinematic appeal effectively.Innovative marketing and promotion strategies also play a key role in attracting visitors t

263、o a film destination.Film tourism with a plethora of advantages,including economic benefits,cultural promotion,global visibility,and the development of tourism infrastructure also faces challenges.Notably sustainability concerns associated with overcrowding and the dependency on the popularity of fi

264、lms or TV shows.This report explores successful global and Indian case studies of film tourism,demonstrating the economic,cultural,and promotional benefits while addressing challenges such as over-commercialisation and ecological damage.To popularise film tourism destinations,effective collaboration

265、s and partnerships between film commissions,tourism boards,and local governments are Crucial.These entities play dynamic roles,from facilitating film shoots to integrating film tourism into broader marketing strategies.Successful public-private partnerships,as seen in Iceland,London,and Northern Ire

266、land,underscore the importance of cooperative efforts in this sector.The report emphasises the need for India to leverage its abundant cinematic heritage and diverse landscapes to position itself as a leading film tourism destination,thereby contributing to its economic growth and cultural preservat

267、ion.It concludes with recommendations for India to unlock its film tourism potential,such as providing tax incentives and financial benefits,establishing a dedicated supervisory committee,leveraging film festivals and events,developing related infrastructure,developing and promoting film tourism,foc

268、using on safety and security,supporting related industries,integrating technology,adopting successful global practices,developing state-specific film tourism policies,and promoting sustainable tourism practices.2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership a

269、nd a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|4141|Transforming location into vacation 2024 KPMG Assurance and Consulting S

270、ervices LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|42 2024 KPMG Assurance a

271、nd Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Executive summaryThe global film tourism mark

272、et is on an upward trajectory,projected to grow at a CAGR of 7.2 per cent in the coming years.Valued at USD68.1 billion in 2022,it is expected to reach usd110.79 billion by 2028.Alongside,as one of the largest film producers in the world,India rolls out more than 1,500 movies yearly,its diverse stor

273、ytelling traditions reflected in its prolific cinematic entertainers.Together,Indian television,cinema and OTT is expected to contribute 57 per cent to the Indian media industry by 2024.Film tourism,also known as cine-tourism or movie-induced tourism,a rapidly expanding niche segment of the global t

274、ravel industry,taps into the desire of movie enthusiasts to experience cultures,landscapes,and realities behind the cinematic world.It fosters significant economic growth for destinations harnessing their cinematic appeal effectively.Innovative marketing and promotion strategies also play a key role

275、 in attracting visitors to a film destination.Film tourism with a plethora of advantages,including economic benefits,cultural promotion,global visibility,and the development of tourism infrastructure also faces challenges.Notably sustainability concerns associated with overcrowding and the dependenc

276、y on the popularity of films or TV shows.This report explores successful global and Indian case studies of film tourism,demonstrating the economic,cultural,and promotional benefits while addressing challenges such as over-commercialisation and ecological damage.To popularise film tourism destination

277、s,effective collaborations and partnerships between film commissions,tourism boards,and local governments are Crucial.These entities play dynamic roles,from facilitating film shoots to integrating film tourism into broader marketing strategies.Successful public-private partnerships,as seen in Icelan

278、d,London,and Northern Ireland,underscore the importance of cooperative efforts in this sector.The report emphasises the need for India to leverage its abundant cinematic heritage and diverse landscapes to position itself as a leading film tourism destination,thereby contributing to its economic grow

279、th and cultural preservation.It concludes with recommendations for India to unlock its film tourism potential,such as providing tax incentives and financial benefits,establishing a dedicated supervisory committee,leveraging film festivals and events,developing related infrastructure,developing and p

280、romoting film tourism,focusing on safety and security,supporting related industries,integrating technology,adopting successful global practices,developing state-specific film tourism policies,and promoting sustainable tourism practices.2024 KPMG Assurance and Consulting Services LLP,an Indian Limite

281、d Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|42About KPMG in IndiaKPMG entities in India are prof

282、essional services firm(s).These Indian member firms are affiliated with KPMG International Limited.KPMG was established in India in August 1993.Our professionals leverage the global network of firms,and are conversant with local laws,regulations,markets and competition.KPMG has offices across India

283、in Ahmedabad,Bengaluru,Chandigarh,Chennai,Gurugram,Hyderabad,Jaipur,Kochi,Kolkata,Mumbai,Noida,Pune,Vadodara and Vijayawada.KPMG entities in India offer services to national and international clients in India across sectors.We strive to provide rapid,performance-based,industry-focussed and technolog

284、y-enabled services,which reflect a shared knowledge of global and local industries and our experience of the Indian business environment.About KPMG InternationalKPMG is a global organization of independent professional services firms providing Audit,Tax and Advisory services.KPMG is the brand under

285、which the member firms of KPMG International Limited(“KPMG International”)operate and provide professional services.“KPMG”is used to refer to individual member firms within the KPMG organization or to one or more member firms collectively.KPMG firms operate in 143 countries and territories with more

286、 than 265,000 partners and employees working in member firms around the world.Each KPMG firm is a legally distinct and separate entity and describes itself as such.Each KPMG member firm is responsible for its own obligations and liabilities.KPMG International Limited is a private English company lim

287、ited by guarantee.KPMG International Limited and its related entities do not provide services to clients.For more detail about our structure,please visit location into vacation|42 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG gl

288、obal organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|43 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm

289、 of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Executive summaryThe global film tourism market is on an upward trajectory,projected to grow at a CAGR of 7.2 per cent in the com

290、ing years.Valued at USD68.1 billion in 2022,it is expected to reach usd110.79 billion by 2028.Alongside,as one of the largest film producers in the world,India rolls out more than 1,500 movies yearly,its diverse storytelling traditions reflected in its prolific cinematic entertainers.Together,Indian

291、 television,cinema and OTT is expected to contribute 57 per cent to the Indian media industry by 2024.Film tourism,also known as cine-tourism or movie-induced tourism,a rapidly expanding niche segment of the global travel industry,taps into the desire of movie enthusiasts to experience cultures,land

292、scapes,and realities behind the cinematic world.It fosters significant economic growth for destinations harnessing their cinematic appeal effectively.Innovative marketing and promotion strategies also play a key role in attracting visitors to a film destination.Film tourism with a plethora of advant

293、ages,including economic benefits,cultural promotion,global visibility,and the development of tourism infrastructure also faces challenges.Notably sustainability concerns associated with overcrowding and the dependency on the popularity of films or TV shows.This report explores successful global and

294、Indian case studies of film tourism,demonstrating the economic,cultural,and promotional benefits while addressing challenges such as over-commercialisation and ecological damage.To popularise film tourism destinations,effective collaborations and partnerships between film commissions,tourism boards,

295、and local governments are Crucial.These entities play dynamic roles,from facilitating film shoots to integrating film tourism into broader marketing strategies.Successful public-private partnerships,as seen in Iceland,London,and Northern Ireland,underscore the importance of cooperative efforts in th

296、is sector.The report emphasises the need for India to leverage its abundant cinematic heritage and diverse landscapes to position itself as a leading film tourism destination,thereby contributing to its economic growth and cultural preservation.It concludes with recommendations for India to unlock i

297、ts film tourism potential,such as providing tax incentives and financial benefits,establishing a dedicated supervisory committee,leveraging film festivals and events,developing related infrastructure,developing and promoting film tourism,focusing on safety and security,supporting related industries,

298、integrating technology,adopting successful global practices,developing state-specific film tourism policies,and promoting sustainable tourism practices.2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of indepen

299、dent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|4343|Transforming location into vacation 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a m

300、ember firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|44 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Part

301、nership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Executive summaryThe global film tourism market is on an upward trajectory,projected to grow at a CAGR o

302、f 7.2 per cent in the coming years.Valued at USD68.1 billion in 2022,it is expected to reach usd110.79 billion by 2028.Alongside,as one of the largest film producers in the world,India rolls out more than 1,500 movies yearly,its diverse storytelling traditions reflected in its prolific cinematic ent

303、ertainers.Together,Indian television,cinema and OTT is expected to contribute 57 per cent to the Indian media industry by 2024.Film tourism,also known as cine-tourism or movie-induced tourism,a rapidly expanding niche segment of the global travel industry,taps into the desire of movie enthusiasts to

304、 experience cultures,landscapes,and realities behind the cinematic world.It fosters significant economic growth for destinations harnessing their cinematic appeal effectively.Innovative marketing and promotion strategies also play a key role in attracting visitors to a film destination.Film tourism

305、with a plethora of advantages,including economic benefits,cultural promotion,global visibility,and the development of tourism infrastructure also faces challenges.Notably sustainability concerns associated with overcrowding and the dependency on the popularity of films or TV shows.This report explor

306、es successful global and Indian case studies of film tourism,demonstrating the economic,cultural,and promotional benefits while addressing challenges such as over-commercialisation and ecological damage.To popularise film tourism destinations,effective collaborations and partnerships between film co

307、mmissions,tourism boards,and local governments are Crucial.These entities play dynamic roles,from facilitating film shoots to integrating film tourism into broader marketing strategies.Successful public-private partnerships,as seen in Iceland,London,and Northern Ireland,underscore the importance of

308、cooperative efforts in this sector.The report emphasises the need for India to leverage its abundant cinematic heritage and diverse landscapes to position itself as a leading film tourism destination,thereby contributing to its economic growth and cultural preservation.It concludes with recommendati

309、ons for India to unlock its film tourism potential,such as providing tax incentives and financial benefits,establishing a dedicated supervisory committee,leveraging film festivals and events,developing related infrastructure,developing and promoting film tourism,focusing on safety and security,suppo

310、rting related industries,integrating technology,adopting successful global practices,developing state-specific film tourism policies,and promoting sustainable tourism practices.2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG globa

311、l organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Transforming location into vacation|44About PHD Chamber of Commerce and IndustryPHD Chamber of Commerce and Industry(PHDCCI)has been working as a c

312、atalyst for the promotion of Indian industry,trade,and entrepreneurship for the past 119 years.It is a forward looking,proactive and dynamic PAN-India apex organisation.As a partner in progress with industry and government,PHDCCI works at the grass roots level with strong national and international

313、linkages for propelling progress,harmony and integrated development of the Indian economy.PHDCCI,acting as the Voice of Industry&Trade with a large membership base of 1,50,000 direct and indirect members consisting of large,medium,and small industries,has forged ahead leveraging its legacy with the

314、industry knowledge across multiple sectors to take Indian Economy to the next level.At the global level,it works with Embassies and High Commissions in India and overseas to bring in the International Best Practices and Business Opportunities.PHDCCIs Tourism&Hospitality Committee aims to promote tou

315、rism activities in and outside the country and endeavours to organise various tourism conclaves,seminars,roadshows,and webinars in close cooperation with the Ministry of Tourism,Government of India;State Tourism Boards;International Tourism Boards;and private stakeholders.Tourism in its various form

316、s like Heritage,Medical,Golf,MICE,Film,Religious,Border,Rural,Sustainable,plays a critical role in the growth of the tourism industry.PHDCCIs focus has been to join efforts with the tourism stakeholders for developing an integrated approach and promote the tourism industry.Transforming location into

317、 vacation|44 2024 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Questions t

318、o consider:?How can the NRC support in designing a roadmap for ensuring pay disparities are lowered in the coming years?What are considerations for the NRC to understand the market drivers for talent attraction?KPMG in India contacts: The information contained herein is of a general nature and is no

319、t intended to address the circumstances of any particular individual or entity.Although we endeavor to provide accurate and timely information,there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future.No one should

320、 act on such information without appropriate professional advice after a thorough examination of the particular situation.KPMG Assurance and Consulting Services LLP,Lodha Excelus,Apollo Mills Compound,NM Joshi Marg,Mahalaxmi,Mumbai-400 011 Phone:+91 22 3989 6000,Fax:+91 22 3983 6000.2024 KPMG Assura

321、nce and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The KPMG name and logo are trademarks used under license by the independent member firms of the KPMG global organisation.This document is for e-communication only.(