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This works both ways with Indians traveling to view their favorite sets in the UK as well and exemplifying how a cultural exchange can be more influential than forced marketing.

— Samantha Shankman

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The number of people travelling between Britain and India is soaring – thanks to the Bollywood film industry, says airline Virgin Atlantic. Passenger numbers have jumped because many tourists are now travelling to India to see the industry first hand and more and more Bollywood films are now being shot in the UK.

So great is demand that Virgin Atlantic has just announced new daily flights between London and Mumbai. In fact, over 1 million Brits flew to Mumbai in 2011 and IATA predicts that this figure will rise by 6% each year until 2015.

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