The appointment of superstar Shah Rukh Khan as West Bengal's brand ambassador will boost tourism but infrastructure would be needed to meet the rush of tourists. "Appointing Shah Rukh Khan will help boost tourism in the same way Gujarat has benefited by appointing Amitabh Bachchan as their brand ambassador," said Nikhil Ganju, country manager, TripAdvisor India.

"But in Bengal, this boost in tourism needs to be backed up by proper infrastructure to tackle the rush of tourists," he said. Last month, Shah Rukh accepted a government offer to become the state's brand ambassador.