KERALA TOURISM NEWSLETTER
Kerala Tourism road shows a big hit in Australia
Targeting the emerging global markets and to attract more foreign tourists to the State, Kerala Tourism recently kicked off an aggressive marketing drive in the international market. The road shows held after a gap of three years in Australia turned out to be a promising one, generating immense interest about Kerala among the stakeholders.
The aggressive marketing drive supported by the travel trade in Kerala, included screening of Kerala Tourism's much-acclaimed promotional film 'Your Moment is Waiting', business-to-business interactions to forge new collaborations and interactive sessions in the road shows held at Sydney and Melbourne.
"Both the road shows were successful in giving a slice of Kerala to the trade members in these cities. We hope that the efforts will be translated into business in the coming times as the trade members from Kerala and Australia were engaged in fruitful discussions," said Mr. T. K. Manoj Kumar, Secretary, Kerala Tourism.
Many of the stakeholders showed keen interest to visit Kerala and explore the possible business tie-ups with Kerala. The Government on its part reiterated the commitment to provide all logistic support to the trade partners. And also issues like air connectivity to State will be solved soon, the Secretary said.
"Kerala is a known brand even in Australia. But after seeing the progress it made in the recent times, the industry was so upbeat to promote Kerala further. This is part of a new drive by Kerala Tourism to approach the emerging markets with concrete short-term and long-term strategies and tap the potentials to the maximum," said Ms. Rani George, Director, Kerala Tourism.
Australia is an emerging market for Kerala with 36,854 arrivals in 2010, making it the fifth biggest market. But, it was just 5.59 percent of the total foreign arrivals. The current strategy of Kerala Tourism, especially in the face of economic crisis in Europe and the US, is to focus on the emerging markets like Australia and Scandinavia by flipping its unique tourism products.
