Kerala

State beckons American tourists

Aggressive campaign to begin with New Jersey roadshow on February 19

Kerala Tourism plans to lure American tourists with its niche products and wellness programmes as the United States figures second among the 10 top source countries of foreign arrivals to God’s Own Country in 2018.

The footfall of over one lakh from the U.S. last year is behind the two lakh-odd visitors who arrived from the United Kingdom, the biggest source market for the State.

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

The aggressive campaign, as part of the Phase II International B2B meets and Trade Fairs for 2018-19 to increase the visitors from the U.S, will commence with the roadshow at New Jersey on February 19 followed by the one at Chicago (February 21), Houston (February 26) and Los Angeles (February 28).

Four road shows

Kerala Tourism is holding four roadshows for the first time since it has started to focus on the U.S. market to promote the destination and products.

Tourism Secretary, Rani George, would lead the delegation to roadshows in the U.S. that has participation of 10 industry stakeholders, official sources told The Hindu.

In 2017, the State had witnessed increase in travellers from the U.S. by 5.83% with 92,051 visitors reaching here.

The tourists from the U.S. crossed the one-lakh mark in 2018 despite the adverse conditions and travel advisories following the nipah virus infection in Kozhikode and the mid-August deluge.

The increase in the tourist arrivals is testimony to the success of the marketing initiative, three road shows held last year and the emergence of Kerala as a favourite destination for the U.S. nationals.

“The State should use the opportunity and ensure that the message reaches the end consumer through aggressive campaign,” says State Tourism Advisory Board Member P.K. Anish Kumar.

CNN’s endorsement

The State also would capitalise on the recent endorsement of Kerala as a never-miss destination by CNN Travel. Kerala has been featured in the list of 19 places across the globe that CNN Travel has recommended for a visit in 2019.

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Printable version | Feb 18, 2020 12:16:34 PM | https://www.thehindu.com/news/national/kerala/kerala-beckons-american-tourists/article26239669.ece

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