Jammu and Kashmir Chief Minister Omar Abdullah. | Photo credit: PTI
Chief Minister Omar Abdullah has emphasized the importance of using South Indian cinema to promote the natural beauty of Jammu and Kashmir as part of a broader strategy to promote tourism in the region.
Mr. Abdullah also expressed a desire to engage more with filmmakers from the South Indian industry, who he believes have been neglected so far.
“The places where we have to pay attention to where the money is – the budgets are huge – is actually the South Indian film industry. That, due to arrogance or ignorance, we have so far ignored. So they are. Film budgets of ₹300-400 crore,” Mr. Abdullah said PTI During a recent interview.
Highlighting the historical relationship with Bollywood, the Chief Minister said that the tourism sector will be greatly benefited if the film portrays the natural beauty of Jammu and Kashmir, adding that it has played an important role in establishing the Kashmir Valley as a favorite honeymoon destination for generations. Indians.
According to Mr. Abdullah, this strategy will serve a dual purpose – it will not only showcase the natural beauty of the region in South Indian films but also promote Kashmir as an attractive travel destination among tourists from South India who are not traditionally seen. The valley as a vacation spot.
While there is no precise estimate of the size of the South Indian film industry, the Confederation of Indian Industry’s 2022 report estimates its value at around ₹ 74,900 crore.
The report titled ‘Regional is the New National – Way Forward for the South India Media and Entertainment Industry’ shows that the South Indian film industry accounts for 35% of the total media and entertainment market, maintaining its relevance despite rapid technological developments. .
According to media consultancy firm Ormax Media, Tollywood – the Telugu language film industry – will bring in around $212 million in 2023, surpassing Bollywood’s $197 million earnings.
Mr. Abdullah mentioned the possibilities of marketing Jammu and Kashmir as a prime filming location for films and video albums, which would have more time for preparation for filming but could easily boast of higher budgets.
He also highlighted the destination wedding market, which is now a major business opportunity.
By targeting these routes, Mr. Abdullah aims to boost the tourism industry and showcase the unparalleled beauty of Jammu and Kashmir to a wider audience.
The CM said that some new destinations were proposed to be opened in Kashmir. “We have actually put together a proposal and are trying to see if we can get multilateral agency funding,” Mr Abdullah said.
published – December 22, 2024 at 08:23 PM IST