The Impact of Film Tourism on Lahore: The Case of Heera Mandi, a Netflix Series

Film tourism is a phenomenon where viewers are inspired to visit locations featured in movies and TV shows. This type of tourism can significantly boost local economies by increasing visitor numbers, promoting cultural heritage, and enhancing the global visibility of the destination.

Heera Mandi, once the thriving cultural hub of Lahore, is witnessing a renewed interest thanks to Sanjay Leela Bhansali’s Netflix series "Heeramandi: The Diamond Bazaar." Historically known as Shahi Mohalla, this area was a prominent center for the arts during the Mughal and Sikh eras. The series sheds light on the lives of courtesans who were highly skilled in music, dance, and poetry, serving as cultural icons and entertainers for the elite.

The Impact of "Heeramandi: The Diamond Bazaar"

Bhansali’s series has sparked renewed interest in Lahore’s historical sites, drawing attention to the once-vibrant district of Heera Mandi. Local tour operators have reported an increase in inquiries about the area, indicating a positive trend in cultural tourism. This growing interest is not only beneficial for the local economy but also crucial for preserving Lahore’s rich heritage.

Tourism Boost: Since the release of "Heeramandi: The Diamond Bazaar," there has been a noticeable uptick in the number of tourists visiting Lahore, particularly those interested in its historical and cultural sites. Moreover, the content creators on social media made videos and pictures of the original site and got millions of views on their content showing the original landscape of Heera Mandi. Tour guides and local businesses have reported an increase in inquiries and bookings for tours of the walled city, including Heera Mandi. This has had a positive economic impact on local businesses, from hotels and restaurants to local artisans and performers.

Cultural Awareness: The series has also played a significant role in raising awareness about the historical significance of Heera Mandi. By highlighting the stories of the courtesans and their contributions to the cultural fabric of the region, "Heeramandi: The Diamond Bazaar" has sparked discussions about conservation and recognizing the artistic and cultural value that Heera Mandi once held.

Preservation Efforts: The increased attention has also led to calls for the preservation and restoration of Heera Mandi’s historical sites. Heritage conservationists and cultural activists are advocating for measures to protect the area’s architectural and cultural landmarks, ensuring that the history of Heera Mandi is preserved for future generations.

Bollywood's Influence on Tourism

The phenomenon of film-induced tourism is well-documented, with several Bollywood films significantly boosting tourism in various locations. For instance, Switzerland, featured in many Bollywood films, especially "Dilwale Dulhaniya Le Jayngay" (1995), saw a 12% annual increase in Indian tourists, contributing over CHF 300 million annually to the economy. The film "Zindagi Na Milegi Dobara" (2011) showcased Spanish culture and landmarks, resulting in a 32% rise in Indian tourists and an estimated €50 million boost to the local economy. Similarly, "Chalte Chalte" (2003) led to a 15% increase in Indian tourism to Mykonos and Santorini, adding approximately €20 million to Greece’s economy. The song sequence in "PK" (2014) increased Indian tourism to Bruges, Belgium by 10%, contributing around €10 million to the local economy. Additionally, the climax of "3 Idiots" (2009) filmed in Leh-Ladakh, India resulted in a 50% rise in tourist arrivals and an annual contribution of ₹100 crore to the local economy.

In conclusion, the resurgence of interest in Heera Mandi, driven by "Heeramandi: The Diamond Bazaar," highlights the power of film in reviving cultural and historical awareness. As tourists flock to explore the storied past of Lahore's Heera Mandi, they contribute to the preservation and appreciation of its rich heritage, echoing the broader trend of film-induced tourism that has benefited various locations globally.

By examining the past through the lens of popular media, we gain a deeper understanding and appreciation of the cultural narratives that shape our present.