Entertainment Ke Side Effects – boost for Tourism Australia
Indian entertainment industry is showcasing Australia as a tourist destination like never before, may be either it is the TV screen or the bigger silver screen. Recently, Tourism Australia (TA) collaborated with Pritish Nandy Communications (PNC) and Balaji Motion Pictures Limited (BMPL) on an exciting in-film integration for their latest venture -‘Shaadi Ke Side Effects’, to promote Australia as the perfect choice for romantic holidays. In the film, Indian superstar actors, Farhan Akhtar and Vidya Balan bring alive the charm of Australia on the silver screen as they serenade to the peppy love track ‘I’m Sorry Tumse Pyar Ho Gaya’ in the sunshine city of Gold Coast.
A romantic high point of the film, the song features onscreen characters Sid and Trisha enjoying special intimate moments against iconic Gold Coast experiences. Their sojourn included a self-drive experience in the Gold Coast hinterland, frolicking along the beach at Surfer’s Paradise, cuddling a koala during a visit to Dreamworld and living it up while enjoying the night life of the city.
Besides, Tourism Australia (TA) in partnership with Tourism Victoria (TVIC)and Malaysia Airlines have collaborated with Star Plus, India’s leading Hindi General Entertainment Channel (GEC) to showcase Australia on their top-rated show ‘PyaarKaDard’ (The Pain of Love). Shot at iconic locationsin Melbourne and surrounds, uniquely Australian tourism experiences will be highlighted through a romantic journey of the iconic characters of the show thereby influencing viewers to consider Australia as their next holiday destination.
As part of this highly popular drama series by Rajshri Productions, the lovable young couples of the Dewan family, Aditya and Pankhuri,along with Rubel and Payal set out on a honeymoon visit to Melbourne, Australia. The highlights of their trip includes the lead couplessoaking in the sights and sounds of Melbourne city and surrounds including a fascinating horse carriage ride around the iconic Flinders Station and Federation Square, visit to the iconic Melbourne Cricket Ground, interacting with kangaroos and koalas at Ballarat Wildlife Park, reliving the times of the gold rush at Sovereign Hill, indulging in gourmet delights, enjoying in a self-drive journey across the scenic Great Ocean Road, a helicopter ride over the Twelve Apostles, watching fairy penguins waddle along at Phillips Island, amongst many others.
Australia has witnessed a solid increase in visitor arrivals from India which is currently its 10th largest inbound tourism market. There were 20,600 visitors from India during December 2013, bringing the total for the twelve months to December to 171,700, an increase of 7.9 per cent relative to the same period previous year. Leisure arrivals during the year 2013 recorded an impressive 15 per cent increase over 2012. India is also the 11th largest source market in terms of expenditure.