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According to Yubin et al. (2023), films serve as a medium for conveying visual representations of various elements such as landscapes, buildings, landmarks and monuments, which provide a contextual backdrop for the narrative. According to Vila et al. (2021), the number of global tourists visiting film locations exceeds 80 million. In addition, according to Yubin et al. (2023), the promotion of tourism is facilitated through the utilisation of films, which serve to create novel representations, counteract negative perceptions and enhance the portrayal of underdeveloped destinations. A significant number of individuals engage in the practise of visiting movie sets with the intention of re-experiencing the emotional impact of the film. The devaluation of film marketing has been observed. This method represents a highly indirect approach to enticing tourists. This chapter examines the comprehension of travellers' motivations and the perception of film-exposed locations in Bollywood films (Salnick, 2023). Film tourism provides a tailored and personalised experience for individuals. The difficulty in measuring this concept arises from factors such as the emotional responsiveness, personality traits, background and interpretive abilities of the viewers in relation to media images. According to Castro et al. (2023), the inclusion of a destination on a screen can serve as a means to enhance the diversity of a site's tourist offerings or mitigate the effects of seasonality by providing opportunities for experiential activities, showcasing notable landmarks or serving as a filming location. Film destinations have the potential to gain popularity and benefit from advertising and the perception of spectators.

Introduction: The Udaan Scheme was implemented in response to enduring conflict, economic downturn, and employment scarcity. Under the Rangarajan Committee, the scheme aimed to address unemployment in a selected region through skill development programmes. Based on practical experience, Udaan aimed to build a competitive workforce for India and the global economy.

Purpose: The purpose of the study is to evaluate the success ratio of the Udaan Scheme in addressing the employment challenges faced by the youth.

Need of the study: The chapter highlights the potential of the scheme to be a part of a resilient industry for job employability in politically disturbed areas.

Methodology: The compiled data were analysed using a spreadsheet collected from online sources, providing information on the number of registrations for the skill development programme between March 2012 and May 2018, that is, the programme’s implementation in the pre-UT era, mainly sourced from the Udaan Impact Assessment Report and the Review of the Udaan Scheme in Jammu and Kashmir (J&K).

Findings: The programme, which provided professional training and increased the job-securing capacity of youth, has had a dismal success rate despite the government’s investment of Rs 246 crore. The initiative has employed less than 10,000 individuals, or at most 10% of the target population, falling short of its claimed goals.

Significance of the study in the global market: The scheme addresses unemployment and career development for educated youth, enhancing India’s economic growth and global competitiveness. By providing skill development and exposure to the corporate sector, it empowers youth and attracts international business opportunities. It aligns with global efforts to bridge the skills gap and showcases India’s commitment to human capital development in a conflict-driven state.