Special Correspondent

THIRUVANANTHAPURAM: The Tourism Department is targeting a 20 per cent growth in domestic tourism by marketing the monsoon season, Minister for Tourism Kodiyeri Balakrishnan has said.

The Tourism Department launched campaigns focussing on ‘monsoon as the dream season’ in various cities in March. Business meetings will continue to be organised in various cities with the participation of tour operators from the State till July.

The Minister noted that the monsoon is usually considered unfit for travel. But the department was presenting monsoon as an experience. As the season was good for Ayurvedic treatment, many establishments had announced special treatment packages.

Since high air fares were a disincentive to tourists, the department had prepared a package in collaboration with Jet Airways and registered tour operators. As per this (Jet2Kerala package), the airways would provide a 20 per cent discount on fares to Kerala from Chandigarh, Mumbai, Delhi, Ahamedabad, Hyderabad, Bangalore and Chennai. About 60 tour operators had registered for the programme.

Mr. Balakrishnan said the department had placed emphasis on low cost, out-of-home campaigns this year. About 3,000 digital screens were used for the campaign in Amritsar, Kolkata, Ludhiana, Nagpur, Panaji, Pune, Chandigarh and Bangalore.