Kerala Tourism targets Europe market through rigorous Promotional Campaign for 2017-18

Thiruvananthapuram, January 23rd: Following the Phase-II of Promotional Campaign, the Tourism Department of Kerala has planned to target Europe with a budget of ₹ 7.5 crore. In order to entice the European travelers, Kerala Tourism has planned to showcase diversified products across the European terrain. Emphasizing on the European market, Kerala Tourism has been promoting the state as a preferred tourist destination across the globe. Highlighting the significance of the campaign, Shri Kadakampally Surendran, Honorable Minister for Tourism, Cooperation and Devaswoms, Government of Kerala said, “Considering Europe holds the top slot in the list of high-potential markets for overall tourism growth, Kerala Tourism has activated a rigorous promotional campaign involving diverse products that have the capability to attract travelers from the European countries to Kerala.”

Highlighting thegrowth of state tourism, Smt. RaniGeorge, IAS, Secretary, Tourism & Culture, Government of Kerala stated, “Through this promotional and marketing campaign, Kerala Tourism aimsto double the foreign tourist arrivals and increase domestic tourist arrivalsby 50 percent, by 2021. This would require a year-on-year growth of 8.45% fordomestic tourists and 14.87% for International tourists.”


She further added, “The latest tourist arrival statistics have shown very positive signsof attaining this goal. As many as 10,18,986 new domestic tourists were addedduring the time period of January to September 2017 as compared to the sameperiod of previous year. As a result, the domestic tourist arrivals haveachieved more than the target set out by the State Tourism Policy. Despitemajor changes in the tourism industry, including enhanced GST rates, theforeign tourist arrivals have also increased by 4.23% during the same timeperiod.”


Under thePromotional Campaign in Europe 2017-18, Kerala Tourism has planned to utilizeall forms of promotional tools under various categories, including televisioncampaigns (Rs 3.5 crore), Out of Home (OOH) campaign (Rs 2.5 crore), ConsumerTravel Mart (Rs 1 crore) and Kerala Blog Express (Rs 50 Lakhs).


Mr. P. Bala Kiran, IAS, Director, Kerala Tourism and Managing Director ofKannur International Airport stated, “Under this campaign, Kerala Tourism hascontinued its focus on promoting the unexplored and pristine destinations ofNorth Kerala such as Bekal, Kannur, Malabar, Wayanad etc. Kerala Tourism hasplanned a string of B2B Meets & Trade Fairs in order to attract theEuropean vacationers to the state. The aim is to scale up the trade and tourismbusiness of the state, while establishing new trade connections in thepotential markets.”


The second phase ofthe ambitious promotional campaign had commenced with the participation ofKerala Tourism in Vakantiebeurs, the tourism-leisure fair of The Netherlands,which would be followed by FITUR, the international tourism trade fair ofSpain. The German cities of Dusseldorf (January 23) and Hamburg (January 25)would be the venues for the first road shows in Phase II. Further, KeralaTourism would participate in BIT, the international travel expo and road showat Milan in Italy (11 - 13 February, 2018). Besides, the Tourism Board wouldtake part in ITB Berlin (March 7-11, 2018) followed by a road show in France atMarseille (March 13, 2018).


Last year, KeralaTourism had launched ‘YallaKerala’ (Let’s go Kerala) campaign with a budget of ₹7 crore  targeting West Asianmarkets such as Saudi Arabia, the United Arab Emirates, Oman, Qatar, Kuwait and Bahrain to attract Arabtourists to Kerala. Over the years, Europe and Middle East have showntremendous growth in terms of foreign tourist arrivals. With its aggressivepromotional and marketing campaign for the ongoing financial year FY2017-18,the tourism department is optimistic about positioning the state as one of themost sought-after destinations across the world. 

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