How Films Like Hanuman Ansh and Cocktail 2 Are Sparking a Massive Travel Boom

Movies are driving a major surge in travel as crowds flood spiritual sites and international destinations featured on the big screen. The sleeper hit Hanuman Ansh has triggered a massive rush of tourists and devotees to Kainchi Dham near Nainital in Uttarakhand. The film is based on the life of Neeb Karori Baba, whose ashram is located at this site. Sanjeev Kumar, who is the General Manager at Naukuchia House, Naukuchiatal by IHCL SeleQtions, noted that the film has renewed interest in the spiritual landscape of Kumaon.

Local Challenges

This sudden popularity has created heavy pressure on local infrastructure and severe traffic jams. Hotel rooms that usually cost between Rs. 2,000 and 3,000 per night shot up to Rs. 7,000 during the recent weekend rush. To manage the massive crowds, local authorities are now planning to launch a visitor registration system, starting with weekends. Meanwhile, international travel has also seen a film-driven boost.

Italy Travel Boom

Italy travel bookings are up 38 percent year-on-year on the travel platform ixigo following the release of Cocktail 2. The movie stars Shahid Kapoor, Kriti Sanon, and Rashmika Mandanna, with its first half shot in Italian locations like Milan, Catania, Noto, Siracusa, Castellammare del Golfo, and Avola. Aloke Bajpai, Group CEO of ixigo, pointed out that media projects regularly spotlight new destinations, noting that last year's Great Indian Travel Index showed sharp booking increases for Northeast cities like Dimapur, Agartala, Guwahati, and Imphal after shows like The Family Man.

Context

Film tourism is a well-known phenomenon where popular movies inspire viewers to visit real-world locations, blending entertainment with the travel and hospitality industry. While this creates strong economic opportunities for local businesses, it frequently tests the carrying capacity of towns and tourist spots that lack the infrastructure to handle sudden crowds.