MUMBAI: The Ministry of Information & Broadcasting and the Ministry of Tourism have partnered to integrate the synergy between the promotion of Cinemas of India and the Incredible India campaign of the Tourism Ministry at the Cannes Film Festival.

The objective of both the Ministries will be to promote destinations via film tourism. The Tourism Ministry is already promoting India as a tourist destination in Cannes Film Festival.

This is being done in the backdrop of film locations playing a critical role in determining tourist traffic from abroad within the country, thereby promoting India not only as a tourist destination, but also a filming destination.

The I&B Ministry through its platform “India Pavilion” at Cannes is aiming to utilise the forum to promote film tourism and India as a filming destination. The objective is to promote the brand of Cinemas of India as a part of the Incredible India campaign.

National Film Development Corporation (NFDC) has been entrusted with the task of promoting Indian cinema internationally, which includes promoting India as a destination for film making and filming, starting with a presence in the Cannes Film Festival.

These initiatives are being planned with an aim to facilitate collaborations between the Indian film industry and the global film fraternity in the realm of production and distribution, an official statement said.

In the past, Film Bazaar India, set up by NFDC in 2007, was part of the objective to enable the achievement of this vision.

The Cannes Film Festival is being organised from 11–22 May.