| Summary: | Combining the reputation of the Italian cultural heritage with the popularity of the Indian Film Industry, Italy and India have been collaborating to strengthen their economic relationships using the media as a spur for cultural exchange and a key-tool to enlarge the tourist market target. Many Italian Film Commissions have invested in supporting Indian productions, understanding the benefits of film-induced tourism. Specialised supplies and equipment have been provided to facilitate the incoming of Indian companies and organize educational tours to promote the locations of the Italian Peninsula. On the Indian side, the Made in Italy brand fascinates the upper-middle class interested in luxury products and the Italian life style. The settings of romantic movies promote the idea of Italy as a land to fulfil one’s own love story imitating the Bollywood stars. It is no surprise that honeymoon holiday packages are nowadays very popular and many sumptuous Indian weddings are celebrated in Italy. The paper analyses the representation strategies of Italy for the Indian audience as used both by tour operators, to enhance film-induced tourism, and by institutions, to enhance the cultural and economic exchanges between our countries.
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