Lights, Camera, Travel! How Bollywood Inspires Global Adventures

“Palat… Palat… Palat!” If those words send a shiver down your spine and a smile to your face, you’re officially a part of the massive fan club that has seen Dilwale Dulhania Le Jayenge (DDLJ) perhaps a few too many times. Decades later, the picturesque Saanen bridge in Switzerland continues to draw crowds, forever etched in memory as the “Palat Bridge” – a testament to the film’s enduring charm.

While Bollywood-inspired travel might seem like a niche segment of film tourism, its popularity has steadily surged over the years. As filmmakers continuously seek out stunning new backdrops globally, dedicated fans are following suit. This unique form of tourism now directs travelers to diverse locales, from the scenic coasts of Croatia (featured in Fan) and the sun-drenched islands of Greece (seen in Chalte Chalte and Bang Bang!), to the historic cities of Turkey (home to scenes from Ek Tha Tiger and Dil Dhadakne Do). Even destinations like the US (Kabhi Alvida Na Kehna, Kal Ho Na Ho), the rugged beauty of Scotland (Kuch Kuch Hota Hai, Baar Baar Dekho), the vibrant landscapes of Australia (Dil Chahta Hai, Salaam Namaste), and the lively culture of Spain (Zindagi Na Milegi Dobara) are experiencing a surge in visitors.

Take for instance, Zindagi Na Milegi Dobara, featuring Hrithik Roshan, Katrina Kaif, Abhay Deol, Farhan Akhtar, and Kalki Koechlin. This film is credited with significantly boosting Spanish tourism, as groups of friends and bachelor/bachelorette parties flocked to the country. They were keen to explore adventure sports and experience vibrant festivals like La Tomatina in smaller towns such as Buñol. Iconic scenes, including deep-sea diving in Costa Brava, strolls through Barcelona’s Gothic Quarter, and the thrilling Bull Festival in Pamplona, continue to captivate audiences, effectively serving as enticing travel brochures for these Spanish locales.

Recognizing this powerful trend, several governments are now actively enticing film productions with attractive incentives, such as refundable tax credits. Singapore is a prime example, having hosted shoots for popular movies like Krrish 3, Badrinath Ki Dulhania, and Dear Zindagi. Markus Tan, Regional Director for IMESA at Singapore Tourism, notes the city’s long-standing cinematic appeal. “In the 1960s, Shammi Kapoor’s Bollywood hit Singapore first showcased the city’s vibrant charm to a wide audience,” he explains. “This fascination was further cemented by the late-seventies Kannada classic, Singaporenalli Raja Kulla. Since then, the cinematic bond between India and Singapore has only deepened.” These productions have done more than entertain; they’ve introduced travelers to iconic landmarks like One Fullerton Promenade and Universal Studios, alongside hidden gems such as Henderson Waves, Victoria Theatre, the National Gallery, and Anderson Bridge.

Markus emphasizes Singapore’s dynamic nature: “The city is constantly evolving, presenting fresh opportunities with every new production.” To foster this flourishing creative partnership, the Infocomm Media Development Authority (IMDA) and the Singapore Tourism Board (STB) jointly introduced the S$10 million Singapore On-screen Fund in 2023. This fund is designed to assist international studios and storytellers in realizing their projects in Singapore, while also promoting collaboration between local and global talent. Despite its compact size, Singapore is a hub of endless possibilities—a vibrant fusion of futuristic skylines, stunning architecture, and rich cultural diversity, all supported by a streamlined and efficient production environment. With its world-class infrastructure, advanced technology, and seamless logistics, Singapore provides an ideal setting for filmmakers to craft stories that resonate globally.

However, before these newer destinations gained prominence, Switzerland reigned supreme. Visionary filmmaker Yash Chopra was instrumental in introducing its breathtaking landscapes—rolling hills, charming wooden chalets, and majestic snow-capped peaks—to Indian audiences. Consequently, Switzerland quickly transformed into a dream destination for holidays and honeymoons. Many of his iconic films, including Chandni, Darr, and Dil To Pagal Hai, featured stunning scenes and musical sequences shot across the country. Yash Chopra’s profound impact is still celebrated today with a bronze statue in Interlaken, a train on the Jungfrau Railway bearing his name, and Lake Lauenen affectionately known by many as ‘Lake Chopra’.

Tour operators and travel guides widely agree that DDLJ, directed by Yash Chopra’s son Aditya Chopra, truly ignited the phenomenon of Bollywood tourism. The film inspired a generation of young people to dream of embarking on a European adventure, hoping to find their own ‘Raj’ or ‘Simran’, or simply to dance and explore charming cobblestone streets. Switzerland has since served as a backdrop for over 300 films, including numerous productions in regional Indian languages such as Tamil, Telugu, Kannada, and Bengali.

Sathya Narayanan, founder of Ruci AG in Saanen—a company encompassing an ice cream factory, restaurants, destination management, and a travel firm—noticed a growing curiosity among his restaurant patrons about nearby Bollywood film locations. This sparked the idea to launch specialized Bollywood tours in 2018. “While our itinerary includes sites from films like Chandni, Chori Chori Chupke Chupke, Dhadkan, Hero No 1, and Bachna Ae Haseeno, the overwhelming demand is for DDLJ tours,” Sathya explains. Their tours lead guests to Gstaad, famous for its horse-carriage song sequences, as well as Luzern, Interlaken, Lauenen, and the Saanen church, train station, and bridge. “We actively involve our clients, helping them recreate memorable scenes and capturing over 300 photographs—they become the stars of their own cinematic journey!” Sathya adds, mentioning that many romantic proposals have taken place during these tours. Options include a 90-minute express tour and a comprehensive three-hour experience.

Crafting these unique tours was no small feat; Sathya and his team dedicated five months to meticulously watching films and meticulously pinpointing each location. The appeal isn’t limited to Indian tourists; movie enthusiasts from diverse backgrounds, including the US, UK, Bangladesh, Pakistan, West Asia, and Australia, enthusiastically sign up. Interestingly, Sathya notes a significant number of clients also originate from Zurich and other parts of Switzerland, eager to explore their own country through a cinematic lens.

Ipsita Barua, a Zurich expatriate, embarked on a memorable DDLJ location tour with Erwin Tours of Switzerland in 2023, alongside her parents. Her father, a passionate cinephile, was particularly thrilled. What prompted her to revisit the film’s magic nearly three decades after its release? “I’ve always dreamed of visiting the settings of iconic Bollywood movies,” she shares. She humorously recalls that when DDLJ first premiered in 1995, she met her future husband in school, and they were often nicknamed “Raj and Simran.” Though her real-life “Raj” couldn’t join this trip, “there were no flowing chiffon sarees or dramatic sprints after missed trains,” she jokes. Her tour also included a visit to the Interlaken hotel featured in the movie Sangam, and the picturesque Gruyere and Castle Hunegg, where a song from Simmba was filmed.

Erwin Fässler, the founder of Erwin Tours in Switzerland, began his quest to find these legendary Bollywood filming locations back in 2008, launching his company in 2012. A devoted Shah Rukh Khan admirer, he enjoys watching Bollywood films on a German cable channel every Friday evening. Erwin offers six distinct Bollywood tours, ranging from nine-hour excursions to two-day adventures, each commencing from various points across the country. He personally chauffeurs his guests in his Range Rover. Unsurprisingly, the DDLJ Tour remains his most popular offering, closely followed by the “King of Romance” tours, a heartfelt tribute to the legacy of Yash Chopra and Yash Raj Films. His comprehensive tours also feature locations from movies such as Sangam, An Evening in Paris, Hum Aapke Dil Main Rehte Hai, Dulhan Hum Le Jayenge, and Yaraana.

With an almost detective-like precision, Erwin captures numerous screenshots whenever he spots his home country in a film, then meticulously seeks out those exact shooting locations. Despite the vast array of movies filmed in Switzerland, he remains dedicated to Bollywood, a choice rooted in his personal ties to India. “I had the privilege of living there for a year in the 1980s,” he reveals. Erwin harbors a hopeful dream that one day, the undisputed “Badshah of Bollywood” himself, Shah Rukh Khan, might join one of his special tours.

Erwin has observed fascinating trends among his tour participants. “Most of my clients fall within the 30 to 50 age bracket,” he notes. He recounts a touching instance where a couple celebrated their 30th wedding anniversary on his tour, having watched DDLJ as their very first film together after marriage. There’s also a generation who, as young adults, fell in love with the film and are now returning with their own grown children. And then, there are the younger fans who grew up watching these beloved movies with their parents and are now eager to experience the iconic locations firsthand.

Sathya highlights how Bollywood tours play a crucial role in encouraging travelers to discover lesser-known, charming destinations. Beyond mere sightseeing, these tours also foster unique bonding experiences, as parents eagerly introduce their children to the cinematic magic of their favorite films. He chuckles, “And, of course, there are always the kids who get to witness their parents hilariously recreating movie scenes, like chasing after an imaginary train!”