Mumbai, Sep 29 (IANS): Megastar Amitabh Bachchan, who unveiled the first edition of the Maharashtra International Travel Mart (MITM) here, says Mumbai should be branded the 'Entertainment City' of the world.

"This is the most worthy and valuable initiative that the Maharastra government has taken. Our films are popular worldwide. Maybe if we all work together with the government of India and with my effort as a member of this initiative, we definitely can make Mumbai city as the 'Entertainment City' of the world," the 72-year-old said.

Chief Minister Devendra Fadnavis also attended the launch of MITM, a three-day congregation to attract buyers and sellers from tourism industry from across the country and world, here on Monday.

Big B, who is the official tourism ambassador for Gujarat, highlighted the beauty and tourism prospects of Maharashtra, and added: "Promotion of tourism is very close to my heart. I don't know whether it will be counter productive for me to promote Maharashtra tourism despite being a brand ambassador of tourism for adjoining state of Gujarat, I shall be more than happy to do it."

The screen icon, who has regaled film audiences for over four decades, said: "Everything I have achieved has come to me during the time when I was in this city (Mumbai). I thank Mumbai and people of this country."

Now the efforts of the government are to promote Mumbai as an 'Event Destination' city, and it has decided to ease process of permissions.

Fadnavis said that for pursuing permission to shoot a film, now one has to apply online and the permission has to be granted within seven days. A new website and phone app to promote tourism was also launched at the event.