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How Bollywood Celebrities Are Powering Global Tourism Campaigns for Indian Travellers

From Ranveer Singh’s Abu Dhabi splash to #BeyondTheFilter with Rajkummar Rao—are celebrity-led tourism ads truly connecting with Indian travellers?

BY Ruchika Jha
07th August 2025
How Bollywood Celebrities Are Powering Global Tourism Campaigns for Indian Travellers

Bollywood has played a big role in promoting international tourism, using star power to make foreign destinations more appealing to Indian travellers. When celebrities share their travel stories, fans feel inspired and more connected to those places. These campaigns help build a sense of trust and excitement, especially when they show not just famous sights but also emotional and personal experiences.

For example, Sidharth Malhotra teamed up with Tourism New Zealand in 2015, showing off the country's natural beauty and adventure sports to attract young Indian tourists. Parineeti Chopra became the first Indian woman on Tourism Australia’s ‘Friends of Australia’ panel in 2017, highlighting both city life and nature through ads. Ranveer Singh promoted Zurich through his social media posts, while Shah Rukh Khan's long-running partnership with Dubai Tourism made him the face of the city for Indian fans through the #BeMyGuest campaign.

More recently, Rajkummar Rao and Patralekhaa starred in Tourism New Zealand’s July 2025 campaign, #BeyondTheFilter. This series focused on real, emotional travel experiences instead of perfect Instagram moments, showing their journey through scenic and cultural spots on New Zealand’s North Island. The idea was to connect with younger travellers who value authenticity and deeper connections when they travel.

Abu Dhabi also made a splash in 2023 by appointing Ranveer Singh as its brand ambassador. He featured in their summer campaign “One Summer Isn’t Enough”, showcasing everything from luxury beach resorts and cultural attractions to exciting spots like Ferrari World and Warner Bros. World.

A senior communications expert shares that for any destination to succeed with Indian travellers, three key factors are critical: ease of visa (through formats like e-visa or visa-free entry), direct flight connectivity, and a culturally rich experience that offers value for money. Destinations like Vietnam and Georgia have grown in popularity in recent years because they meet these criteria.

Once these pillars are in place, tourism boards often work on building awareness, sometimes by engaging high-profile ambassadors. They also explain that destinations within a four-hour flight range tend to compete with domestic travel, making them ideal for quick 3-4 day trips.

Gregg Wafelbakker, Regional Director for Asia, Tourism New Zealand, shares that with #BeyondTheFilter, the brand wanted to respond to a clear shift it is seeing among Indian travellers.

“Rajkummar Rao and Patralekhaa represent more than celebrity appeal. As a couple, they’re seen as grounded, introspective, and genuinely curious. Their presence brought emotional credibility to the campaign. Whether rediscovering joy at the serene Kinloch Manor or being moved by the spiritual energy of a traditional Māori welcome, their reactions felt intimate and real,” he adds.

Wafelbakker also states that Tourism New Zealand’s data indicates a 35% increase in bookings to offbeat locations known for their raw, unfiltered beauty. These travellers are exploring beyond the well-known circuits, actively seeking authenticity and a deeper sense of place.

Indian travellers today are among the most dynamic globally, and it is seen as a significant shift in what they seek from holidays.

Nishant Kashikar, Country Manager - India and Gulf, Tourism Australia, says that this brand is focused on high-yielding Indian travellers, and it undertakes a range of initiatives including marketing, PR, distribution partnerships, and trade events.

Tourism Australia’s approach involves running high-visibility campaigns across digital platforms, connected TVs, OTT channels, and out-of-home media. A major component of its strategy is the International Media Hosting Program (IMHP), which brings Indian celebrities and influencers to Australia to showcase immersive experiences.

“We believe that advocacy, especially through Indian celebrities and influencers, plays a vital role in strengthening people-to-people links and enhancing Australia’s image,” Kashikar adds.

To convert travel intent into bookings, the tourism board has forged collaborations within India’s travel ecosystem. “We collaborate with six major distribution partners—MakeMyTrip, Thomas Cook, SOTC, Veena World, Kesari, and Flamingo—and four key airline partners including Air India, Qantas, and one-stop carriers like Singapore Airlines and Malaysia Airlines,” he says.

Tourism Australia has also found success by integrating celebrity advocacy into its marketing mix. “Advocacy is a cornerstone of our marketing,” says Kashikar. Cricketers like Pat Cummins and David Warner have featured in campaigns such as the ‘Summer of Cricket’, which ran during the India-Australia Border-Gavaskar series.

Explaining the growing trend of celebrity-led tourism campaigns, Kashikar adds, “India offers unmatched potential. We’re currently the 4th largest economy and expected to be 3rd by FY27–30. The number of affluent Indian outbound travellers is expected to grow from 30 million in 2024 to 50 million by 2030, and up to 90 million by 2040. Celebrities help destinations create instant recall, build aspirational value, and increase familiarity.”

New Zealand, too, has recognised the value of cultural authenticity alongside star appeal. Wafelbakker elucidates how their campaign #BeyondTheFilter with Rao and Patralekhaa resonated with Indian audiences by focussing on relatability over glamour.

“While celebrity partnerships can drive awareness and spark initial interest, what sustains engagement and builds real affinity is cultural relatability,” he notes. Adding that “Raj and Patra didn’t just pose for the camera; they immersed themselves in the culture, connected meaningfully with the Māori community, and approached every experience with wonder and warmth. That authenticity was crucial in creating a narrative that went beyond performance.”

He adds, “By prioritising relatability over glamour, we struck the right balance, keeping the campaign aspirational yet deeply human. That’s what created lasting impact and made the storytelling truly resonate with the evolving Indian traveller.”

Interestingly, while global destinations increasingly turn to celebrity influence, Indian tourism boards have traditionally taken a more conservative route. Unlike Dubai, Abu Dhabi, or New Zealand, India’s tourism campaigns have largely refrained from consistently onboarding Bollywood stars except for Amitabh Bachchan.

Mahesh Gharat, Director at Hungry Films, who has also worked with MP Tourism, Rajasthan Tourism, and briefly with Maharashtra Tourism, believes this is largely a strategic choice.

“The approach was always to focus on the strength of the destination itself. These states offer rich cultural, historical, and natural diversity. The communication strategy I followed relied on storytelling that highlighted these unique offerings. I’ve always believed that if the product is strong, you don’t necessarily need a celebrity. Sometimes, celebrities can even overshadow the destination,” he elaborates.

That said, Gharat acknowledges that celebrity endorsements can be impactful when thoughtfully executed. “When Amitabh Bachchan came on board for the Gujarat Tourism campaign, it was a game-changer. People began to look at Gujarat with a fresh perspective. The way the campaign was executed with strong storytelling and a clear focus on what the state had to offer made it effective,” he states.

On whether Indian campaigns should embrace celebrity-led strategies going forward, Gharat remains pragmatic. “There’s no one-size-fits-all answer. A big name can definitely help, but it must align with a compelling offering,” he says.

He conveys that the destination should never be overshadowed by the star. “My core belief is: the brand—meaning the place—should be bigger than the celebrity. Use celebrities when it adds value, not as a crutch.”

  • TAGS :
  • tourism
  • Ranveer Singh
  • Rajkummar Rao
  • #Beyond The Filter
  • Bollywood Celebrities
  • Tourism New Zealand

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