Kerala Tourism is set for a three-month-long international campaign in its bid to lure foreign tourists. The campaign, which has been charted out following a marketing and promotional strategy, would be the second phase of its efforts in this regard. The tourism department of Kerala had received significant response to the Phase I campaign, at international trade fairs and B2B meets in 12 countries, which ended last month.
The Phase II of the promotional campaign would commence with the participation of Kerala Tourism in Vakantiebeurs, the tourism-leisure fair of The Netherlands, followed by FITUR, the international tourism trade fair of Spain. The German cities of Dusseldorf (January 23) and Hamburg (January 25) would be the venues for the first road shows in Phase II.
On January 24, the campaign will kick-start in New York City, followed by a travel show scheduled to be held from January 26 to January 28. Further road shows will be organised in Los Angeles (January 30) and San Francisco (February 1), which has been escalating foreign tourist arrivals to Kerala. The campaign would culminate with BIT, the international travel expo and road show at Milan in Italy (February 11 to 13, 2018).
Kadakampally Surendran, minister for co-operation, tourism and Devaswom, Government of Kerala, stated, “With the promotional strategy, we aim to showcase diversified tourism products across high-potential markets in order to attract tourists to visit the state. Kerala Tourism has been centered on leisure tourism, but now we aim to rebrand Kerala as ‘The Land of Adventure’. The road shows and trade fairs shall highlight Kerala’s heritage and traditions to a wider audience.”
The road shows in the emerging West Asian markets will be held between February 26 and 28, 2018, which includes Doha (February 26), Muscat (February 27) and Abu Dhabi (February 28). Later in April 2018, B2B meets will be organised in Saudi Arabia and Bahrain.
