The filmmaker-actor highlights how cinema can transform destinations into global tourism magnets at PHDCCI’s 8th Global Film Tourism Conclave in Mumbai
Our Bureau
Mumbai
The PHD Chamber of Commerce and Industry (PHDCCI) hosted its 8th Global Film Tourism Conclave in Mumbai on Thursday, bringing together policymakers, filmmakers, producers and tourism stakeholders to discuss the expanding impact of cinema on destination branding and economic growth.
A key highlight of the event was the felicitation of filmmaker-actor and branding specialist Rahul Mittra for his contribution to promoting film-induced tourism. Addressing the special Valedictory Session, Mittra underscored the importance of locations in cinema, stating, “Location is the real hero in my films.”
He shared insights from his filmmaking journey, explaining how carefully chosen destinations can elevate narratives while simultaneously boosting tourism. Citing examples from his work, Mittra spoke about shooting Saheb Biwi aur Gangster in Devgarh Baria, Gujarat, and how the authentic setting helped create a distinctive cinematic world. He also referred to Bullett Raja, shot extensively in Lucknow, which not only captured the cultural texture of Uttar Pradesh but also marked a milestone as he became the first filmmaker to receive a film subsidy from the state.
Mittra further mentioned his Netflix film Torbaaz, starring Sanjay Dutt, which was shot in Kyrgyzstan, making it the first Indian film to be filmed extensively in the country. He noted how cinema can introduce audiences to new geographies and open up global tourism opportunities. As brand advisor to the Government of Arunachal Pradesh, he also led a widely discussed tourism campaign marking 50 years of the state’s formation.
The conclave witnessed participation from senior officials across ministries, including the Ministry of Tourism, Ministry of Culture and Ministry of Information & Broadcasting. Representatives from State Tourism Boards and Film Commissions joined filmmakers, producers, cinematographers and line producers to deliberate on policy frameworks and incentives aimed at strengthening India’s position as a global filming destination.
Prominent attendees included Suman Billa (IAS), Director General, Ministry of Tourism, Government of India; Jayesh Ranjan (IAS), Special Chief Secretary, Tourism, Government of Telangana; Aashish Singh, Producer at Red Chillies Entertainment; Nitin Tej Ahuja, CEO of the Producers Guild of India; Prashant Shishodia, Consulting Senior Editor (Entertainment), NDTV; C Kalyan, Vice President of the Film Federation of India; Uday Singh, Managing Director of the Motion Picture Association; and Ravi Kottarakara, President of the South Indian Film Chamber of Commerce.
Film directors Umesh Shukla, Barnali Ray Shukla and Syed Ahmed Afzal, actors Vipin Sharma and Sulakhyana Baruah, casting director Shivam Gupta, Sulagna Ghosh, Secretary PHDCCI, and Rajan Sehgal, Co-chair PHDCCI, were also present, along with ambassadors and senior delegates from embassies, consulates, airlines, hospitality groups and media houses.
The discussions focused on strengthening collaboration between the film industry and tourism authorities, streamlining single-window clearances, expanding subsidy frameworks and leveraging streaming platforms to attract international productions. Participants emphasised that film tourism generates employment across hospitality, transport and local businesses, while enhancing cultural visibility.
The conclave reinforced the growing recognition that cinema is not merely entertainment but a strategic tool for economic development. As Mittra’s remarks highlighted, when locations are treated as central characters rather than backdrops, films can leave a lasting impact — both on audiences and on the destinations they showcase.
