Kerala Tourism is preparing to roll out aggressive promotional campaigns across the country, targeting diverse segments of travellers. The campaigns to ramp up the state’s tourism and hospitality industry will be based on a variety of themes such as long stays, homestays, drive holidays and ‘change of air’ besides new products like caravan holidays.

The promotional initiatives will be bolstered by a series of travel trade networking activities, including participation in Trade Fairs, organising B2B Partnership Meets and roadshows, and promoting products and events through various media such as print, TV, radio, digital, OTT, and theatre.

During the next three months (March-May), Kerala Tourism will participate in the 28th International Mediterranean Tourism Market (IMTM) at Tel Aviv (Israel) and at BIT Milan (Italy) and also organise B2B Meets in Madrid and Milan.

Tourism minister P.A. Mohamed Riyas said the pandemic had tapered off considerably across the globe, resulting in lifting of travel restrictions. This, he said, augured well for Kerala’s tourism and hospitality industry. “We are in a resurgent mode now. We believe the recently launched products will woo back the travellers from both inside the country and outside. Tourists from inside the country have always played a major role in making Kerala’s tourism a throbbing enterprise. In the post-COVID world also, their role will be paramount. It is this belief that forms the essence of our pan-India promotional campaigns.”