Oman will be in focus during one part of Milan Luthria's upcoming directorial 'Once Upon a Time in Mumbai... Again' following a collaboration between Balaji Telefilms and Oman's Ministry of Tourism. The film stars Akshay Kumar, Imran Khan, Sonakshi Sinha and Sonali Bendre. It is expected to release between June and August 2013. The tourism board's India representative, Blue Square Consultants, have been in talks with the production house to seal the deal since early this year, a statement here said.

Lubaina Sheerazi, India Representative for the Ministry of Tourism, Oman, said this is a concerted effort to create an aspiration for travel to Oman. "By creating in-roads into Bollywood, we hope to maximize visibility for the destination and promote it as a preferred choice amongst travelers for vacations," Sheerazi said.

The Ministry of Tourism, Oman Air, Tour Oman and The Shangri La's Barr Al Jissah Resort & Spa in Muscat are the key partners in this collaboration. "We are privileged to showcase the beauty and the facilities of the resort in a film that will surely win the hearts of Bollywood followers. We hope that the film will inspire the audience to travel to Oman and discover this mystical destination," Mark Kirk, general manager of Shangri-La, said.

A part of the film will be shot at the Qantab Beach, Qurum Corniche, Grand Mosque Road and Bander Khyran, in addition to the Shangri La. Such a big banner Bollywood film, a first-of-its-kind in Oman is set to bring the destination to limelight. "Many destinations in the past have made it big by taking the Bollywood route. For newer destinations, it's the quickest and the most impactive means of attracting eyeballs. "Oman is a beautiful country and through this engagement we only hope to augment awareness about Oman and its scenic beauty to create a mass appeal for the destination," Sheerazi said.