Tourism is expected to be the "major beneficiary" of Hindi film icon and Gujarat brand ambassador Amitabh Bachchan's promotion of the state, Tourism Secretary Vipul Mitra said.

He said discussions were held with Amitabh who accepted the Gujarat government's offer to be the new brand ambassador Feb 1.

"Preliminary discussions have already been held with Amitabh Bachchan who expressed his willingness to be the brand ambassador for Gujarat, " Mitra said late Sunday after launching cambaytours.com, a tour and travel portal of the Neesa group here.

"Mr. Bachchan has already indicated the names of the people he would be comfortable working with, in making TV spots and promotional media campaigns. We have held talks with Mr. Piyush Pandey in this regard as well.

"Expectedly tourism will be among the major beneficiaries of Mr. Bachchan's promotion of Gujarat."

Amitabh, who volunteered to act as the brand ambassador during his visit to Gandhinagar Jan 6 for a special screening of his film "Paa", said he was impressed by the development of the state and would like to "lend his voice and face" if the government planned any documentary to showcase the state's case for development in tourism and other sectors.

Chief Minister Narendra Modi followed this up by sending Amitabh an offer to act as the state's brand ambassador which was promptly accepted by the film icon.