South Africa befriends Bollywood in hopes of getting more screen time
Skift Take
Cape Town has realized you don't need a catchy slogan or expensive tourism campaign to boost tourism, instead star in a film -- a method that destinations from Italy to New Zealand to Morocco have proven will work.
Just like Spain's role in the Hindi film Zindagi Na Milegi Dobara enticed thousands of Indians to visit Spain, South Africa's special appearance in the film Cocktail has already seen a surge in enquiry by 10% for South African tourism within just a month of the film's release.
Considering the demand for locations in South Africa post-Cocktail, the tourism board of South Africa has tied up with seven Hindi film production houses. South Africa tourism sees Bollywood as an effective way to compensate for the lack of a high budget to promote tourism.
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