Ajay Devgan
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Bollywood's tourism connect!

Ajay Devgan

By HT

New Delhi, July 17 -- Be it the scenic beauty of Switzerland or La Tomatina festival of Spain, Bollywood has always promoted global tourism in its own way. Of late, actors have started promoting tourism on a professional and personal level.

Actor Ajay Devgn, who shot for his upcoming movie in Bulgaria recently, announced his support to the country's tourism in return for their support in movie production. "The Bulgarian tourism ministry has been really supportive. To show our appreciation, I will be lending a helping hand to promote Bulgarian tourism. It's a great initiative," Ajay said in a statement.

Actor Shah Rukh Khan (left), who was also in Bulgaria to shoot for filmmaker Rohit Shetty's next, met minister of tourism Nikolina Angelkova there. He also posted a picture online and wrote: "As much as I understand Rain...Romance.... Love....during a shoot one needs Light more than Love." Actor Salman Khan, who recently shot in Kashmir, urged people to boost Kashmir tourism.

"Kashmir nahi dekha toh Kya dekha kehtey hai kahin jannat hai toh woh idharich hai idharich hai idharich hai. Flood Kashmir with only tourism tourism tourism," he wrote.

Experts say that a recommendation from someone like Salman really helps as people sit up and pay attention. "If tourism in Kashmir has suffered, a tweet from Salman is going to be very important for them. There's no harm in that," says trade expert Omar Qureshi.

And it's a mutual benefit, says filmmaker Mahesh Bhatt.

"Indian films are watched by millions everywhere. There is a clear connection between tourism and content shot in a particular country. Nations go out of their way to give red carpet treatment to Bollywood filmmakers," he says.