Kerala tourism is set to introduce an aggressive marketing policy to promote and increase the publicity of the destination and its tourism products abroad at the three-day PATA Travel Mart at Indonesian capital Jakarta, from 7th September.
Kerala, popularly known as “God’s Own Country”, is the one of the most visited tourism destinations in India, for both foreign and domestic tourists. From picturesque landscapes and exciting getaways to rich culture and heritage, the southern state has a lot to showcase. To continue to drive the growth in its tourist arrivals, Kerala tourism is going to pack a punch at numerous global tourismfairs from September 2016 to March 2017.
Several of Kerala’s best-selling products including its beaches, hill stations, backwaters and house-boats and Ayurveda will be marketed at Business-2-Business (B2B) international trade fairs, and road shows to be organised in 12 cities abroad. Kerala will also be promoted to travel agents and tour operators, in seven other market-specific travel and trade fairs abroad during the same period.
Kerala will be participating in the three-day Jata Tourism Expo in Tokyo from September 22, in ITB Asia in Singapore from October 19 to 21, and in the three-day World Travel Mart in London from 7thNovember, 2016.
Foreign Tourist arrivals to Kerala during the year 2015 reached almost a million (977,479), an increase of 5,86 pc over 2014, according to Kerala Tourism. European tourists were at the forefront, representing more than 40 pc of the total foreign tourist arrivals in the state.
Kerala heading up to European countries
To attract more tourists from Europethis season, road shows and fairs are a part of Kerala tourism’s strategy.
Other leading tourism and trade fairs like Vakantiebeurs at Utercht in Netherlands from January 11 to 15, 2017; the three-day FITUR in Spain, from January 18, and the ITB Berlin from March 8 to 12, 2017 in Germany; and MITT, Moscow from March 14, are to be attended by Kerala Tourism.
Attending the fair in the Netherlands is part of venturing into new markets.
At all the events, Kerala Tourism will be leading a delegation of hoteliers, resort owners, tour operators and service providers from the state. The government has approved the proposal of the Director of Tourism, and a sum of INR 41.9 million (about Euro 560,000) has been allocated from the budget provision of 2016-17 for participation in the international travel trade fairs.
Unlike the fairs, Kerala Tourism will also be organising its own B2B roadshowsin various key cities around the world, ranging from Kuala Lumpur (Malaysia), Melbourne and Sydney (Australia) to Dublin (Ireland), Stockholm (Sweden) and Munich (Germany). The first roadshow will be held in Kuala Lumpur on September 20 and the 12th in Kiev on March 22, 2017.
On an average, 15 stakeholders from the state have registered with Kerala Tourism for marketing the destination at these cities. Kerala is pushing through these trade and tourism fairs to promote and increase the span of Kerala and to attract tourists with Kerala tourism products in the global market.