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Kerala Tourism was honored with the prestigious Pacific Asia Travel Association (PATA) Gold Award for its groundbreaking digital marketing campaign titled ‘Holiday Heist.’ This award, presented during a ceremony at the Queen Sirikit National Convention Center in Bangkok, recognized Kerala Tourism’s innovative approach to engaging tourists through digital platforms.
The award was accepted by Smt. Sikha Surendran, Director, Kerala Tourism, who received it from PATA Chairman Peter Semone. Also present at the ceremony were Maria Helena de Senna Fernandes, Director, Macao Government Tourism Office, and Noor Ahmad Hamid, PATA CEO. Notably, Kerala was the only Indian destination to receive this coveted award in 2024, highlighting the state's leadership in tourism marketing.
The ‘Holiday Heist’ campaign, launched in July 2023, the campaign revolved around a month-long bidding game conducted on Kerala Tourism’s WhatsApp chatbot, Maya. Participants were challenged to secure tour packages to Kerala’s prime destinations by placing the lowest unique bids. The campaign quickly gained popularity, with over 80,000 bids placed, 5.2 lakh conversations, and an impressive 45 million impressions. Additionally, the campaign generated more than 13 million video views, underscoring its wide-reaching impact.
Shri P. A. Mohamed Riyas, Minister, Kerala Tourism, praised the campaign, describing the award as a reaffirmation of Kerala’s innovative strategies in attracting tourists. He highlighted that 'Holiday Heist' was a pioneering effort to entice visitors to Kerala’s top destinations at remarkably low prices, thereby setting a new benchmark in tourism marketing. The campaign’s success not only enhanced Kerala’s appeal as a must-visit destination but also bolstered the confidence of stakeholders within the tourism industry.
Shri K. Biju, Secretary, Kerala Tourism, emphasized the trendsetting nature of the ‘Holiday Heist’ campaign, noting that it significantly contributed to Kerala’s reputation as a leading tourist destination. The campaign's innovative approach and massive engagement demonstrated Kerala’s commitment to staying at the forefront of digital tourism marketing.
Smt. Sikha Surendran, in her remarks, acknowledged that Kerala Tourism has consistently been recognized by PATA over the years in various categories. However, she noted that the 2024 award was particularly gratifying as it celebrated the ingenuity of Kerala’s digital marketing efforts, which set a new standard for creativity and visitor engagement.
The PATA Gold Awards, established in 1984, are among the most prestigious recognitions in the travel and tourism industry, honoring exceptional contributions from across the Asia-Pacific region. The awards are known for setting high standards of excellence and innovation, and Kerala’s win in 2024 further cements its position as a leader in global tourism marketing.
Kerala Tourism's ‘Holiday Heist’ campaign not only showcased the state’s creative prowess in digital marketing but also reinforced its standing as a top destination in India. The PATA Gold Award 2024 serves as a testament to the success of Kerala’s innovative strategies in drawing tourists from around the world.
