Kerala Tourism’s aggressive campaign to increase the footfalls from Europe, which holds the top slot in the list of high-potential markets, has commenced with the showcasing of unique tourism products and destination.
Under the ₹ 7.5 crore ongoing campaign in Europe for 2017-18, Kerala Tourism is using all forms of promotional tools to woo the holidayers to Gods Own Country. Television campaign (₹.3.5 crore), Out of Home (OOH) campaign (₹ 2.5 crore), Consumer Travel Mart (₹ 1 crore) and Kerala Blog Express (₹ 50 lakh) form part of the campaign.
Highlighting the significance, Tourism Minister Kadakampally Surendran said Europe holds the top slot in the list of high-potential markets for growth of the tourism sector.
The promotional and marketing campaign is part of Kerala Tourism’s aims to double the foreign tourist arrivals and increase domestic tourist arrivals by 50 % by 2021.
Under this campaign, Director of Tourism P. Bala Kiran said the focus is on promoting unexplored and pristine destinations of North Kerala such as Bekal, Kannur, Malabar, Wayanad.
Kerala Tourism has chalked out a string of B2B meets & trade fairs in order to attract the European holidayers to the State.
The second phase of the campaign had commenced with the participation of Kerala Tourism in Vakantiebeurs, the tourism-leisure fair of The Netherlands, followed by FITUR, the international tourism trade fair of Spain.
The German cities of Dusseldorf (January 23) and Hamburg (January 25) would be the venues for the first road shows in Phase II.
Further, Kerala Tourism would participate in BIT, the international travel expo and road show at Milan in Italy (February 11 to 13).
ITB Berlin
Besides, the Tourism Board would take part in ITB Berlin (March 7-11) followed by a road show in France at Marseille on March 13.
