The ‘Indianisation of Switzerland'

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This paper demonstrates how Indian popular cultural expressions (Bollywood films) are transforming sociospatial textures in central Switzerland. Empirical illustrations are derived from various data sources from an ongoing fieldwork conducted in multiple Swiss locations (Interlaken, Luzern, Engelberg and Mt.Titlis), entailing observations, interviews with national/ regional DMOs and film commissions, incoming agents as well as local hotels and suppliers specialised on Indian guests. This body of data was contrasted with strategic documents, annual reports travel trade statistics as well as promotional material (printed and online). Following a short historical account of Bollywood tourism in Switzerland, an analysis of the recent place promotion and branding campaigns is presented, revealing the interplay between established and emerging (Occidental) imageries of the Alps. Second, Bollywood-induced spatial transformations and experience innovations are captured. The paper concludes with a reflection on emerging conflicts and controversies emerging from hybrid imageries and fundamentally distinct constructions of Alpine experiences.
Original languageEnglish
Publication date2016
Number of pages10
Publication statusPublished - 2016
Externally publishedYes
EventInternational Tourism and Media Conference - Campus Helsingborg, Lunds Universitet, Helsingborg, Sweden
Duration: 24 Aug 201626 Aug 2016


ConferenceInternational Tourism and Media Conference
LocationCampus Helsingborg, Lunds Universitet
Internet address

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