Kerala Tourism has invited Europeans looking to escape the winter chill to God’s Own Country to bask in its sunny weather, travel through scenic tropical landscapes and enjoy a visitor experience.

The campaign targeting visitors from Europe kicked off with a series of roadshows that travelled the cities of Brussels in Belgium and Lyon in France before concluding in the Italian capital Rome on Thursday.

Minister for Tourism A.P. Anil Kumar, who led the delegation, said the tremendous response from buyers to the roadshows showed that the State continued to be a prime destination for European tourists.

“We will certainly plan more activities for this market in the future. Our efforts to promote environmentally sustainable projects and responsible tourism will attract more travellers from Europe,” he added.

In Brussels, Indian Ambassador to Belgium Dinkar Khullar was the chief guest at the programme in which 90 buyers took part. They interacted with representatives of Kerala Tourism trade to explore business opportunities.

The turnout was similar at the roadshow in the historic French city of Lyon, where India’s Ambassador to France Rakesh Sood was the chief guest.

As many as 86 buyers participated in the event in Rome where tourism products and services, including the latest offerings in Ayurveda, heritage, wildlife, and adventure tourism were showcased. A ‘Go Kerala’ prize draw was held in association with Qatar Airways.

Director, Kerala Tourism, Rani George said travellers from Europe were also likely to be interested in new products designed to promote historically and culturally significant destinations. “Our history and heritage are opening up new avenues. For visitors from Europe and from elsewhere, these will offer new ways to discover and explore Kerala,” she added.