Roadshow in Warsaw on November 13

Kerala will display before Poland its rich tourism potential in a roadshow to be held at Warsaw on November 13.

This is part of the State’s new tourism policy, which was recently unveiled, to tap new and emerging markets. There would also be similar roadshows in Germany after the Warsaw one.

The decision to aggressively market Kerala follows the steady flow of inquiries about the tourist destinations in the State, move to operate chartered flights and reports that Poland’s economic performance in the past five years has been ‘nothing short of amazing’.

The decision is also because the industry stakeholders were seeking for long to explore new markets such as the U.S., Scandinavian countries, Australia, Russia, China, South Africa and Malaysia.

To put Kerala on the tourist map of such countries, road shows were held in Brisbane, Melbourne and Perth Road after a gap of six years. The November 13-Poland road show comes within weeks of the ones held in Australia. Director of Tourism, Rani George is to lead the 24-member delegation of the tourism industry for the event.

The focus on Poland is considering its ‘amazing growth rate’. While the rest of Europe went through a painful recession, followed by a weak and unstable recovery, Poland enjoyed continuous growth, ranging from 1.6 per cent at the epicentre of the crisis in 2009, to 4 per cent in 2010-11.

Other reasons behind the decision to aggressively market Kerala were the increasing popularity of Kerala, air connectivity from the Middle East destinations to Warsaw and the close proximity of Poland with Germany, Czech Republic, Slovakia, Ukraine, Belarus, Lithuania and Russia, official sources told The Hindu.

After the marketing drive in Poland, the Kerala delegation will move to Germany for the road shows in Frankfurt on November 14 and Stuttgart on November 15.

The road shows at Poland and Germany will include interactive sessions with the travel trade industry and travel writers, screening of the film “Your Moment is Waiting”, and a presentation on Kerala Tourism to showcase the destination and its unique tourism products.

Foreign tourist arrival to Kerala during 2011 was 7,32,985, an increase of 11.18 per cent over the previous year’s figure of 6,59,265. As many as 67,536 tourists from Germany, a current source market, and 3,518 tourists from Poland visited the State during the last year.

  • Part of strategy to tap emerging markets

  • Roadshow to be held in Germany too