Introducing new destinations, conceptualising innovative tourism circuits, investing in infrastructure development, broadening the award-winning Responsible Tourism initiative, which allows tourists to experience village life and local communities to benefit, and ensuring better connectivity are the new focus areas of the state’s rejigged tourism initiatives.
This was announced at Kerala Tourism Partnership Meet at Eros Hotel in the city. More than 200 Delhi-based tour operators and travel agents participated in the meet.
Kerala Tourism Minister, Mohamed Riyas says the focus will no longer be confined to beaches, backwaters and hill stations. “We now want to transform the whole of Kerala into an interconnected tourist haven where visitors get plenty of choices and diverse experiences.”
“All this will make a trip to Kerala a wholesome experience for visitors looking for diverse experiences, be it a stay in a houseboat or caravan, ecologically responsible adventure activities, visits to heritage and cultural centres,” he added.
While elaborating more on this, Sreekumar S, Deputy Director (in-charge) of Kerala Tourism, informed that raising Kerala Tourism’s profile beyond the celebrated image as a land of enchanting natural beauty, the emphasis now will also be on activity-driven and experiential tourism that would take visitors to the interiors of the state and explore its unknown or little-known spots, making it an inter-connected tourism hotspot.
As part of a concerted strategy to promote Kerala as a global wedding destination and a paradise for honeymooners, the state government has announced a project to mount digital and airport-based marketing campaigns, highlighting its huge potential in this promising segment.
The three projects — ‘Destination Wedding Campaign – Airports Translites’, ‘Destination Wedding Campaign – Social media, Google search & Display ads’, and ‘Promotion of Destination Wedding Microsite’ will focus on the state’s inherent strengths that make it an ideal choice for destination marriage.
Kerala will also leverage its globally acclaimed Responsible Tourism (RT) Mission, which allows visitors to experience village life while supporting the communities that host them.
Among the other tourism activities that would be promoted to make deep inroads in domestic and international market will be the ongoing December 2022-April 2023 Kochi-Muziris Biennale (KBM), India’s only event of international contemporary art, whose fifth edition is getting stupendous response from connoisseurs of art as well as tourists from across the world.
Alongside, Kerala’s houseboats, caravan stays, jungle lodges, plantation visits, homestays, Ayurveda-based wellness solutions, countryside walks and adventure activities, including trekking to verdant hills, will provide a unique experience to visitors. Adventure, Wellness, MICE and Responsible Tourism, will also be taken forward with a greater sense of purpose and vigour.
Kerala Tourism will also launch a string of travel trade networking activities, including participation in trade fairs and organizing B2B roadshows in January-February in prominent Indian cities.
Besides, plans have been chalked out to organize roadshows in Chandigarh, Jaipur and Lucknow in January. Another series of B2B trade meets will be organized in Ahmedabad, Chennai, Hyderabad and Bengaluru in February.
