<div><strong>By Simar Singh</strong></div><div> </div><div>Imagine strolling down Rodeo Drive just to see a peep of Mad Men’s John Hamm right around the corner. Or maybe a Real Housewife? Nothing too special. No reason do double over with surprise. You’re in Beverly Hills after all.</div><div> </div><div>A concentrated dose of luxury like no other, with a sizeable serving of star power, Beverly Hills is definitely the stuff of films. And now more and more vacationing Indians are flocking to flocking to Tinseltown's plush ‘city’ to subsume themselves in this luxury.</div><div> </div><div>What's more is that the city actually wants you to come and not only flock around like a tourist but really experience life like a local— a very rich and famous local.</div><div> </div><div>“People are more or less aware about our destination. They know that we are the home of luxury and what we are all about. The problem is that they might not know what to do once they are here and the sheer amount of possibilities,” says Mary Saunders De Hoyos, Senior Director of Business Development at The Beverly Hills Visitors and Convention Centre, a tourism board of sorts set up to promote the city.</div><div> </div><div>Although it is difficult to tell how many Indians in particular stayed in Beverly Hills or how many came as day visitors. Brand USA’s data on India suggests that right after New York, California is the most popular destination for Indians. The US Department of Commerce estimated that the number of Indian tourists visiting the US in 2015 would grow an impressive 42% from last year’s figures. This is more than four lakh tourists in absolute terms. And it is certain that this trend will not show any signs of slowing down.</div><div> </div><div>Data also reveals that Indians tourists spend an average of $7,013 (Rs. 4,50,000 approx.).</div><div> </div><div>Apart from being the ultimate nest to channel celebrity lifestyle, Beverly Hills is promoting itself as a great destination to host high-end MICE (meetings, incentives, conferencing, exhibitions) events.</div><div> </div><div>Situated in a parameter of a little more than five miles, getting around is really easy, something Mary believes is an added advantage for the busy folks in town for their conferences.</div><div> </div><div>Imbibing the ultimate hallmark of luxury, customisation, Beverly Hills looks at creating made to measure experiences for its visitors. Love chocolates? Visit Edelweiss Chocolates or one of the numerous sweet treat boutiques. More of a wine and cheese person? Stroll down to the Beverly Hills Cheese Store to nibble on a selection of 300 types of chess and pair it with the perfect glass of wine.</div><div> </div><div>“This is the kind of information we want to make available,” says Mary. Things that visitors conventionally may not know. “You can just walk in and our concierge is much like a five-star hotel’s. We’ll assist you in any way possible. Even if you want to do something special in some other part of Los Angeles, we can arrange that.”</div><div> </div><div>“It’s about paying attention to who the client is and what they want to achieve,” she says.</div><div> </div><div>As a part of the global strategy for emerging markets, Beverly Hills has been an active participant in sales missions and trade shows. Last month, Brand USA concluded its 4th India Mission going across Chennai, Mumbai and New Delhi.</div><div> </div><div>So head on over to 90210, dine on Cannon drive, take trolley tours to see where Charlie Chaplin and Fred Astaire lived. And while you are at it, keep your fingers crossed that you’ll bump into your favourite celeb or at least a Kardashian. </div><div> </div><div>Of course, at the cost of a much lighter wallet.</div>
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