Ireland Invites Bollywood To Showcase Its Product

Bhisham Mansukhani - Mumbai

Jim Paul

Ireland has blooded the tried and tested route that reaped Switzerland, Thailand, Britain and New Zealand rich rewards. It is inviting Indian directors and producers to shoot their films in Ireland's picturesque expanse to give Indian audiences a tempting prelude before they chalk out their vacation plans.

Tourism Ireland, which set up office in February in India has been looking to tap and grow its share of a promising outbound market. According to Phillip Mcdonagh, ambassador of Ireland, "I could see that a lot of people travel abroad and not every country necessarily knows that. In 1999, we issued under 2000 visas and this year over 9,000. Several thousands of Indian tourists visit neighbouring Britain and we are in fact working closely with BTA to tap into this influx. Ireland has also participated in some of BTA's roadshows."

Naoise Barry, film commissioner, Irish Film Board, a government agency which essentially has a twin role, said, "On one hand the Board promotes Ireland as a production destination and to that end, we are at the Locations Tradeshow with Tourism Ireland and the Irish Embassy and Consulate and two Irish producers as part of the delegation. In the last year, the board has cited a number of South Indian film portions, particularly song and dance sequences, shot inside the country. The films shot so far have all been vernacular, not Hindi, and since that medium is most widespread among a national and international audience, we hope to remedy that. 12 per cent of American tourists and 14 per cent of European tourists come to Ireland because they see its locales on the cinema canvas. Ireland played a backdrop to Braveheart and Saving Private Ryan. Ireland has doubled for Scotland and Manhattan as well -- producers recreated a New York City environment right here. Our rural and coastal landscape remains our biggest strength. On an average, 20 films are shot here of which five are overseas productions, mostly American. There is little to no bureaucracy encountered. There is no permit system. A wide range of locations are accessible at very short notice often with no location fee involved. Mumbai is our key focus and we will perhaps return to participate in FRAMES next April. This is a joint initiative with Tourism Ireland that has worked very well. Our future commitment towards India would depend on the response we have received this year."

Barry was in India to participate along with Tourism Ireland at the country's maiden posit at Locations 2004 held at J W Marriott in June which also witnessed the participation of 15 countries and Indian states. Adding further Jim Paul, director, new and developing markets of Tourism Ireland, added, "We have a job to do about informing people where Ireland is. India is still a relatively small market hence we need to build the critical mass of awareness before we initiate workshops and roadshows featuring ground operators and hoteliers. Regional tourism can be fostered alongwith Britain considering the proximity.

Over 2,50,000 Indian visit Britain, and is seriously a big market. London to Dublin is a densely travelled route and can cost as low as 20 pounds."