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Updated: October 8, 2013 11:20 IST

Kerala Tourism tapping U.S. market

S. Anil Radhakrishnan
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Tourism Minister to lead State delegation

Kerala Tourism’s quest to tap new markets to increase tourist arrivals and take advantage of rupee depreciation has made planners plan strategies for the American market.

With more tourists from the United States coming to the State without any marketing of the destination and tourism products, Kerala Tourism has decided to organise road shows in New York, Chicago, and Los Angeles next month.

The move to aggressively market Kerala in the United States comes close on the initiative to tap the Japanese market by attending the JATA Tabihaku Travel Showcase 2013 at Tokyo Big Sight early this month.

Kerala Tourism is also trying to take advantage of the interest shown by high-spending U.S. citizens despite the State being a long haul destination.

Minister for Tourism A.P. Anil Kumar and Secretary Suman Billa will lead the delegation to the United States, official sources told The Hindu.

Thirteen leading tour operators will also participate in the road shows in New York on October 21, Chicago - October 22, and Los Angeles - October 24.

The delegation, besides showcasing the destination and the tourism products, will meet tour operators based in these cities and interact with the media to promote the destination.

‘Right time’

Honorary Secretary of the Kerala Travel Mart Anish Kumar P.K., who is part of the delegation, said it was the right time to tap the United States market.

“Already, Incredible India is eyeing the United States market. Intervention in the U.S. market was long overdue. The initiative with the assistance of Non Resident Keralites and better connectivity via Dubai and Delhi will benefit Kerala,” he said.

The increase in tourist arrivals shows that Kerala is emerging as a favourite destination for the U.S. nationals. In 2011, 55,741 tourists from America arrived in the State, which went up to 57,807 in 2012.

The United States comes fourth after the United Kingdom, France and Germany in tourist arrivals.


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