The government is planning a major tourism promotion campaign ahead of the FIFA under-17 World Cup by leveraging the brand potential of ‘God’s Own Country’ and the head of soccer’s world governing body.
The idea is to showcase the State’s unique tourism destinations before hundreds of players and their fans expected to land in Kochi to watch the matches scheduled here. The tournament is being held in six Indian cities, including Kochi, from October 6 to 28.
“We expect that about 500 players, officials and journalists will fly down to Kochi as part of the event. Even by conservative estimates, thousands of fans of participating countries will also come to the city to watch the matches. The under-17 World Cup is offering a major opportunity for the State to cash in on its tourism and hospitality sectors,” said A.P. M. Mohammed Hanish, the State government’s nodal officer for the event.
Promotion campaign
As per FIFA’s norms, the government could run a promotion campaign on its own in connection with the World Cup event. But it will not permit local sponsors to be part of the campaign as the soccer body has already associated with national and international brands.
The organising committee is expected to meet soon to finalise the promotion campaign ahead of the international event. Mr. Hanish said that separate meetings would be held with representatives of tourism and hospitality sectors.
“The idea is to strengthen tourism linkages and showcase the tourism destinations in the State before the visitors,” he said.
The tourism industry had earlier pointed out that about 2,000 to 3,000 rooms would be booked during the event. The global event is also expected to create spin-off benefits in the long run for the hospitality industry here.
The excitement over the tournament will shift to top gear soon, with FIFA carrying out an inspection here on July 1.
The draw will be held on July 7 after which officials of participating teams would send their delegates to their respective centres.
