The iconic chant of ‘Palat… Palat… Palat!’ instantly transports millions back to a beloved cinematic moment. If that line resonates with you, chances are you’ve seen Dilwale Dulhania Le Jayenge (DDLJ) more times than you can count. And you’re not alone! Even three decades later, Switzerland’s picturesque Saanen bridge continues to draw countless tourists, affectionately known now as the ‘Palat Bridge’.
While still a niche within the broader film tourism landscape, Bollywood tourism has experienced a significant surge in popularity. As filmmakers relentlessly seek out breathtaking global backdrops, this unique travel trend now draws fans to destinations across the globe. From Croatia, featured in Fan, to the sun-drenched shores of Greece, seen in Chalte Chalte and Bang Bang!, and the historic beauty of Turkey, highlighted in Ek Tha Tiger and Dil Dhadakne Do – the list goes on. Bollywood has led audiences to the vibrant cities of the US (Kabhi Alvida Na Kehna, Kal Ho Na Ho), the dramatic landscapes of Scotland (Kuch Kuch Hota Hai, Bar Bar Dekho), the sunny coasts of Australia (Dil Chahta Hai, Salam Namaste), and the lively culture of Spain (Zindagi Na Milegi Dobara).
Take Zindagi Na Milegi Dobara, for instance. This film, starring Hrithik Roshan, Katrina Kaif, Abhay Deol, Farhan Akhtar, and Kalki Koechlin, reportedly sparked a massive tourism boom in Spain. Friends, bachelorette, and bachelor parties flocked to the country, eager to experience adventure sports and immerse themselves in festivals like La Tomatina in charming towns such as Bunol. Iconic scenes, including deep-sea diving in Costa Brava, exploring Barcelona’s Gothic Quarter, and the thrilling Bull Festival in Pamplona, continue to captivate audiences and serve as compelling travel brochures for Spain.
Recognizing this powerful influence, many governments are now actively enticing film productions with attractive incentives like refundable tax credits. Singapore is a prime example, having hosted numerous Bollywood shoots including Krrish 3, Badrinath Ki Dulhania, and Dear Zindagi. Markus Tan, the regional director for India, Middle East, South Asia, and Africa (IMESA) at Singapore Tourism, highlights this enduring connection: “Bollywood’s 1960s film Singapore, featuring the charismatic Shammi Kapoor, first showcased our city’s vibrant charm to Indian audiences. This fascination continued with the Kannada classic Singaporenalli Raja Kulla in the late 1970s. Over the decades, the cinematic bond between India and Singapore has deepened considerably.” These productions have since introduced travelers to iconic spots like One Fullerton Promenade and Universal Studios, alongside hidden gems such as Henderson Waves, Victoria Theatre, the National Gallery, and Anderson Bridge.
“Singapore is a city that constantly reinvents itself, offering fresh perspectives with every new production,” Markus explains. “To foster this dynamic creative exchange, the Infocomm Media Development Authority (IMDA) and the Singapore Tourism Board (STB) introduced the S$10 million Singapore On-screen Fund in 2023. This initiative empowers global studios and storytellers to realize their visions here, simultaneously promoting collaboration between local and international artists.” He further emphasizes that despite its compact size, Singapore is brimming with potential – a captivating mix of futuristic skylines, stunning architectural feats, and rich cultural diversity. All this is supported by a seamless production environment, complete with world-class infrastructure, advanced technology, and streamlined logistics, providing filmmakers with everything they need to craft universally appealing stories.
However, the original Bollywood travel fantasy began with Switzerland. Visionary filmmaker Yash Chopra introduced this breathtaking landscape – with its gentle rolling hills, charming wooden chalets, and majestic snow-capped peaks – to Indian audiences. Switzerland swiftly transformed into an aspirational destination for holidays and honeymoons. His films, including Chandni, Darr, and Dil Toh Pagal Hai, famously featured scenes or entire song sequences shot against this stunning backdrop. Today, Chopra’s legacy lives on with a bronze statue in Interlaken, a Jungfrau Railway train bearing his name, and Lake Lauenen affectionately known as ‘Lake Chopra’ by many.
Tour operators and travel guides widely agree that it was Aditya Chopra’s directorial debut, DDLJ, that truly ignited the Bollywood tourism phenomenon. Inspired by the film, countless young people began dreaming of their own Euro trips, hoping to find their ‘Raj’ or ‘Simran’, or simply to dance and wander through charming cobblestone streets. Switzerland alone has served as a filming location for over 300 movies, including many regional Indian language productions like Tamil, Telugu, Kannada, and Bengali.
Sathya Narayanan, founder of Ruci AG in Saanen, a multifaceted company encompassing an ice cream factory, restaurants, and a travel firm, observed a growing curiosity among his restaurant guests about local Bollywood filming spots. This prompted him to launch Bollywood tours in 2018. “While our tours cover locations from films like Chandni, Chori Chori Chupke Chupke, Dhadkan, Hero No. 1, and Bachna Ae Haseeno, the demand for DDLJ tours is overwhelming,” Sathya shares. “We guide visitors to Gstaad, where iconic horse carriage scenes were filmed, and to picturesque Luzern, Interlaken, Lauenen, the Saanen church, train station, and bridge. We actively involve our clients, encouraging them to recreate memorable movie moments, and capture around 300 photographs – making them the true stars of the tour!” He adds that these romantic settings have even inspired many marriage proposals during the tours. Ruci AG offers two options: a 90-minute express tour and a comprehensive three-hour experience.
Prior to launching and finalizing the tour itineraries, Sathya and his dedicated team invested five months meticulously watching films and meticulously scouting locations. Interestingly, these tours aren’t just popular with Indian travelers. Movie enthusiasts from across the globe, including the US, UK, Bangladesh, Pakistan, West Asia, and Australia, also eagerly sign up. Sathya notes that a significant number of clients even come from Zurich and other regions within Switzerland itself.
Ipsita Barua, a former Zurich resident, recounts her 2023 DDLJ location tour with Erwin Tours of Switzerland, which she enjoyed with her parents. Her father, she shares, is a massive movie enthusiast. Even 28 years after the film’s release, Ipsita’s motivation was clear: “I had always fantasized about visiting the sites of iconic Bollywood movies.” She adds a personal touch, revealing that she met her now-husband in school around DDLJ’s 1995 release, and they were playfully dubbed their school’s ‘Raj and Simran.’ Laughing, she notes that her ‘Raj’ couldn’t join her for the trip, so there were no opportunities for ‘flowy chiffon sarees or running after missed trains.’ Beyond DDLJ spots, she also explored the Interlaken hotel featured in the movie Sangam, and Gruyere and Castle Hunegg, where a song from Simmba was filmed.
Erwin Fässler, the founder of Erwin Tours in Switzerland, launched his company in 2012, but his quest to find these iconic filming locations began much earlier, in 2008. A dedicated Shah Rukh Khan fan, Erwin regularly watches Bollywood films on a German cable channel every Friday evening. He now offers six distinct Bollywood tours, ranging from nine hours to two days, each starting from different regions of the country. Erwin personally chauffeurs his guests in his Range Rover. The DDLJ Tour remains his most popular offering, closely followed by the ‘King of Romance’ tours, which pay tribute to legendary filmmaker Yash Chopra and Yash Raj Films. His itineraries also include sites from classics like Sangam, An Evening in Paris, Hum Aapke Dil Main Rehte Hai, Dulhan Hum Le Jayenge, and Yaraana.
Whenever Erwin watches a movie filmed in Switzerland, he diligently takes multiple screenshots and then embarks on a mission to find those precise filming locations. Despite the array of films shot in his country, he exclusively focuses on Bollywood, owing to a deep personal connection with India. “I lived there for a year in the 1980s,” he explains. Erwin harbors a special wish: that one day, the ‘Badshah of Bollywood’ himself, Shah Rukh Khan, will join him on one of his tours.
Erwin has observed fascinating trends among his tour participants. “Most of my clients are aged between 30 and 50,” he notes. “One couple celebrated their 30th wedding anniversary with us, and their very first movie together after marriage was DDLJ.” He describes how some clients are the generation who first fell in love with the film in their twenties and now bring their adult children along. Others are younger individuals who grew up watching these movies with their parents and are eager to experience the locations firsthand.
Sathya affirms that Bollywood tours play a vital role in encouraging people to discover lesser-known destinations. They also serve as a wonderful bonding opportunity, allowing parents to share their beloved films with their children. He chuckles, adding, “And sometimes, the kids get to watch their parents hilariously reenact movie scenes, like chasing an imaginary train!”
