KERALA TOURISM NEWSLETTER
Roadshows by Kerala Tourism in U.K.
2010 U.K. Roadshow by Kerala Tourism was held from March 15-18 covering London and for the first time in other major cities like Birmingham, Manchester and Glasgow. The event provided 22 trade partners from Kerala with a platform to motivate and educate 270 wholesale industry partners, retail travel trade and independent travel counselors from the four cities.
To further highlight Kerala in the cities where the roadshows took place, Kerala Tourism also used U.K. cabs in a high impact campaign where the cabs were wrapped in colourful visuals of Kerala, including the famous backwaters, houseboats, wildlife and art forms. With 120 Kerala branded cabs hitting the streets of Birmingham, Manchester and Glasgow, the campaign offered a new way to convey the state's attractions while directly connecting with potential visitors from key source cities in the U.K.
Also for the first time in the U.K., a consumer event was held in London targeting commuters at Victoria Station, the second busiest railway terminus in London. Live
Kathakali and
Mohiniyattam performances and the screening of a film on Kerala at the station drew large crowds who were mesmerized by the stunning dances. Commuters who were happily clicking their cameras away were treated to traditional Kerala snacks. Information kits, spices, brochures, t-shirts were distributed and a "Go Kerala" contest was also held with the winner getting free Kerala holiday packages. Jet Airways who partnered with Kerala Tourism in this event sponsored the free air tickets.
The roadshow delegation from Kerala was led by Mr. M. Sivasankar, Director Kerala Tourism. Commenting on the tour, he said; "The roadshows in U.K. were organized so as to sustain and boost the growing interest among British tourists. He added that appointments and functions during the road-shows will facilitate networking with industry decision makers and allow participants to solidify their relationships with key distribution partners."
As part of the U.K. roadshow, feedback from British wholesalers indicated that despite the current economic climate a healthy level of consumer interest and enquiries for long-haul destinations, including Kerala was still there.
