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Buoyed by the boost in tourism in the post-COVID phase, Kerala Tourism will roll out aggressive promotional campaigns across the country, targeting diverse segments ranging from holidaying families to working professionals, from adventure-seeking backpackers to honeymooners.
The campaigns to ramp up the state's tourism and hospitality industry will be based on a variety of themes such as Long Stays, Homestays, Drive Holidays and ‘Change of Air,’ besides new products like Caravan Holidays.
These promotional initiatives will be bolstered by a series of travel-trade networking activities, that will include participating in Trade Fairs, organizing B2B Partnership Meets and roadshows, and promoting products and events through various media such as print, TV, radio, digital, OTT and theatre.
From March to May, Kerala Tourism will participate in the 28th International Mediterranean Tourism Market (IMTM) at Tel Aviv (Israel) and at BIT Milan (Italy) and also organize B2B Meets in Madrid and Milan. As for the domestic events, it will attend trade fairs like OTM Mumbai, TTF Chennai and South Asian Travel and Tourism Exchange (SATTE), New Delhi. In addition, partnership meets will be held in New Delhi, Hyderabad, Ahmedabad and Bengaluru.
The Tourism Minister Mr P. A. Mohamed Riyas said the pandemic has tapered off considerably across the globe, resulting in the lifting of travel restrictions. “We are in a resurgent mode now. Tourists from inside the country have always played a major role in making Kerala tourism a throbbing enterprise. In the post-COVID world also, their role will be paramount,” he said.
Dr Venu V., Additional Chief Secretary (Tourism), said, “The theme-based projects have been made after meticulous planning. Some of the new projects, like the biodiversity circuit and Caravan Holidays in particular, will take the travellers to Kerala’s unexplored areas while observing all the pandemic protocols, thus helping the state go beyond established destinations.”
The Tourism Director Mr V. R. Krishna Teja said a major objective of the ‘Change of Air’ theme is to entice urban Indians with families, to holiday in Kerala as the state is making determined efforts to put its tourism sector back on track.
The theme of ‘Longstays’ in Kerala will target the average urban Indian travellers with the concept of leisure and work at a destination. ‘Homestays’ is for the policymakers and tourists who want to interact with and participate in local culture, lifestyle, social system and activities of people. Further, Kerala Drive Holidays is a value-added holiday experience to boost the confidence of tourists who are planning to visit Kerala.
In order to promote the state as a safe and glamorous honeymoon destination, Kerala Tourism has launched micro-video songs to lure honeymooners from India and abroad. The music album “Love is in the Air’ features eight micro love songs, each less than one minute in duration.
