Panaji, Nov 23 (IANS): Bollywood actors and industry professionals should not see Goa merely as a holiday destination, but also participate in the International Film Festival of India (IFFI), which is hosted here, said actor Jackie Shroff Wednesday.

Speaking to reporters in Panaji, the plain-speaking Shroff also said that he would urge his friends and colleagues in the industry to participate in IFFI more whole- heartedly.

"People come here (Goa) for a holiday. They should also come here during IFFI," Shroff said, after inaugurating the 'Raj Kapoor' lounge, for directors at the IFFI venue.

"I am going to request people from the film industries in India, like Marathi, Tamil, Bengali also to come here for the festival… People keep talking about Cannes, let's make Goa better than all that," Shroff said.

The 42nd IFFI kicks off here Wednesday.

Shroff, a regular visitor to Goa for several decades now, said that it has changed over the years and advised the people and state government to ensure that development in the beach state is done in conformation with the environmental needs of the region.