Department of Tourism, Government of Kerala has kicked off an aggressive marketing drive targeting the emerging global markets, according to an official spokesman from the tourism department. The campaign is being initiated as part of the proposed tourism policy and supported by the travel and trade industry. The campaign started with road shows in Sydney and Melbourne recently.
Department officials made presentations on what made Kerala a tourism 'Superbrand' across the globe. According to a report in The Hindu Business Line, they also included screening of the much-acclaimed ad film ‘Your Moment is Waiting', business-to-business interactions and interactive sessions.
The roadshows proved to be quality draws and gave a slice of Kerala to the trade in these cities, according to TK Manoj Kumar, Secretary, and Planning Officer, Department of Tourism, Government of Kerala who led the delegation to Australia. In Sydney, around 75 tour operators and travel agents took part while 60 tour operators had turned up in Melbourne.
Among those represented on the team were Abad Hotels and Resorts, Cosmos Tours and Travels, Kairali Ayurvedic Health Resort, Kalypso Adventures, Kumarakom Lake Resort, Kerala Travel Centre, Pioneer Personalised Holidays, Spiceland Holidays, The Travel Planners, and Uday Samudra Leisure Beach Hotel. Travel agents, tour operators, travel writers, and hospitality majors from the two cities of Australia attended the roadshows. ‘Go Kerala contests' were conducted in collaboration with Silk Air and Singapore Airlines.
Rani George, Director Tourism, Government of Kerala added, “This is part of a new drive by the state government to approach emerging markets with concrete short-term and long-term strategies and tap their potential.”