Pilgrims Progress

After Dannie Boyles Slumdog Millionaire made slum tourism in Mumbais Dharavi hip,its now the Julia Roberts-Javier Bardem-starrer Eat Pray Love which is doing its bit for Indian tourism.

Written by Debesh Banerjee

August 16, 2010 11:34 PM IST

5 min read

The release of Ryan Murphys film Eat Pray Love in the US has spawned a spate of tour packages for India enthusiasts

After Dannie Boyles Slumdog Millionaire made slum tourism in Mumbais Dharavi hip,its now the Julia Roberts-Javier Bardem-starrer Eat Pray Love which is doing its bit for Indian tourism. The film,which is the cinematic adaptation of American author Elizabeth Gilberts best selling memoir by the same name,tells the story of a woman who seemingly has everything in life,yet willingly relinquishes it for spiritual salvation. The authors 21-day journey of self-discovery takes her across the world she regains the true pleasures of eating in Italy,unearths the power of spiritual healing in India,and finally ends her search of love in Bali.

Ever since the Ryan Murphy-directed movie released in the US on August 13 (it releases in India on October 8),international tour operators and travel websites have been modelling leisure packages to India,on the lines of the film,for foreigners. Gilbert does not disclose the name of the guru or ashram where she stayed in India in her book,but it is widely believed she stayed at Gurudev Siddha Peeth at Ganeshpuri (Thane district) in Maharashtra, says Rajesh Khanna,executive director,sales and marketting,Abercrombie and Kent,India. Since there is a process of application and approval at the ashram and they do not welcome casual visitors,we have devised similar packages for the intrepid traveller, he continues. This US-based travel agency has come up with a 14-day Treasures of Northern India: Journeys for Women itinerary for travellers to India,packing in visits to Khajurahos temples,witnessing the aarti on the Varanasi ghats,viewing the Taj Mahal both at sunrise and sunset among other activities. Many guests want to make a personal connection with places,so we have put in meetings with the women behind an NGO operated by Seva Mandir that focuses on womens empowerment,and a private visit to a bead-making workshop in Varanasi, says Pam Lassers,the companys US spokesperson. At $ 8,685 (approximately Rs 4,04,720) per person the package takes off from October 8 onwards for a group of 24 women,who are accompanied by a local female guide from Delhi.

Meanwhile,Lonely Planet,which has been promoting the movie on their website,has floated an online competition,with LP guidebooks as giveaways. We are excited to be involved as a promotional partner for the film,helping build excitement around the destinations and motivating travelers to discover the world and themselves through travels, says Adam Bennett,Media Manager,Lonely Planet,Australia.

STA Travel,another US-based travel operator has put up a link on the Lonely Planet site offering an eight-day trip for $1,099 per person (approximately Rs 51,213 ) to experience the by-lanes of Old Delhi,holy Buddhist sites at Sarnath,the ghats of Varanasi,a visit to the Taj Mahal,before rounding it off with a view of the prominent landmarks of New Delhi. We dont disclose specific sales figures,but there has been significant interest in all three of the tours offered as part of our Eat Pray Love promotion. All packages are custom-created based on the script, says Patrick Evans,spokesman for STA Travel,USA. The agency has also advertised a competition with a grand prize of an expenses paid 21-day trip to the three destinations.

While the entire concept for these packages is to mirror the authors 21-day journey in the book,the operators are tweaking the trips according to the demands of the customer. Women who are inspired by the book and the movie are looking for a different kind of travel experience,one that satisfies their desire for space and privacy. They want experience agents, not just travel agents,who can orchestrate holidays specifically with them in mind, explains Lassers,whose company is additionally offering two customised packages for guests. So there is the day trip to Ashram Harimandir in Pataudi,one of the Indian venues where the movie was filmed,with lunch at the Pataudi Palace adjacent to the ashram. Theres also a days wellness routine at the Ananda spa in the Himalayas which includes Ayurveda,Yoga and Vedanta treatments.

Since the tour packages have been launched with the release of the movie on Friday,operators say its still too early to talk about sales figures. Its much too early to judge the impact on the packages. But we are receiving constant queries, adds Lassers.

Story continues below this ad

While most of these tours are designed by foreign travel agencies for their local tourists,in India tour operators say they are yet to customise tours on the lines of Eat Pray Love,particularly since the movie has not released in the country yet. We have regular tours for foreigners and locals to places like Varanasi,Vaishno Devi,Agra and other places that span one to five weeks. We can customise tours based on the movie,but so far there havent been any queries since the movie is still not out, says a spokesperson for leading tour operator SOTC.