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Kerala Tourism has made a noteworthy impact at FITUR in Madrid, the world's second most important tourism fair, with its highly-rated products and initiatives, enhancing its global presence.
Establishing itself as an experiential tourism destination for all seasons and delving into new prospects within the Spanish travel market, Kerala's pavilion, themed 'The Magical Every Day,' attracted a consistent stream of visitors, including business delegates, from the opening day of the five-day fair on January 24.
Recognised as the world's second most vital tourism fair, FITUR has been instrumental in allowing the state to showcase its destinations and packages globally, leading to successful and mutually beneficial business agreements.
Spain itself is an important market for Kerala, recording nearly 18,947 arrivals in pre-pandemic 2019. Of late, arrivals have shown a steady uptick, recouping from the global disruption wreaked by COVID-19.
The Kerala Tourism delegation was led by Director, Kerala Tourism, Mr P. B. Nooh. The Kerala Pavilion, occupying a space of 100 sq. m, made a remarkable impression by featuring a sizable installation - a pair of bulls, representing the Kettukala (giant effigies of bulls) seen during Kerala's temple festivals.
“For Kerala, this edition of FITUR has proved a resounding success as our business partners had a busy schedule tying up highly rewarding partnerships. The result will be known soon enough as tour organisers from Spain and other countries are keen to tap the opportunities the state offers,” Mr Nooh said.
The nine trade partners from Kerala who presented their tour packages and properties at the fair are: Abad Hotels and Resorts, Amara Ayurveda Retreat, CGH Earth, Hindustan Beach Retreats, Paul John Resorts, Santos King Tours and Travels, Somatheeram Ayurveda Group, Travel Corporation of India (TCI) and Xandari Resorts.
Kerala Tourism’s participation in FITUR was followed by a series of B2B meets in Barcelona, Milan, Paris and London.
Significantly, Kerala’s appealing presence in FITUR comes in the wake of the State Tourism Department scaling up its global campaign to bolster international tourist footfalls.
