Campaigns helping resumption

Rani George, Principal Secretary – Tourism, Government of Kerala, says that the new tourism campaigns initiated by the state government are helping Kerala resume tourism. The department is also mulling a physical KTM later this year.

Manas Dwivedi

Sharing details on the new domestic campaigns of the state’s tourism department, Rani George has said that the government has already rolled out its new domestic campaign around the theme ‘A Change of Air’ which has evoked good response from the market. The idea behind the campaign, she adds, is to position Kerala as a less-crowded and therefore safer travel destination.

“For the first time, the state has a novel campaign – Keralam Kanam – to inspire Keralites to explore Kerala. Also, with international travel restricted, the department has launched a special marketing campaign for honeymooners called ‘Love is in the Air’,” George shared, speaking at the virtual Kerala Travel Mart 2021.

The Tourism Secretary of the state also believes that Ayurveda, the ancient wellness system of India, can be an added attraction for arriving tourists.

“We are also seeking suggestions from tourism stakeholders in the state on how we can further promote domestic tourism in Kerala,” she added. Listing a set of new heritage products, George specially invited tourists to visit the state’s northern parts that have been given a fresh focus. She said that the Malabar River Cruise project connecting seven rivers of the Kasargod and Kannur districts will unlock the tourism potential of northern Kerala.

Seeking to ensure welfare of tourism sector employees, an initiative called the Kerala Tourism Fraternity Social Welfare Cooperative Society (KTFCS) has also been launched in the state. “Although the government had many programmes to support the tourism sector during the pandemic, KTFCS would be very helpful to those working in the sector,” George said.

KTM & its future

Virtual KTM 2021 attracted 160 international buyers and around 550 domestic buyers. Around 300 KTM members also exhibited their products virtually as sellers. George shared at the valedictory session of the Mart that KTM Society and Kerala Tourism are planning to soon organise a physical KTM event later this year.

“While the virtual mart went off well and created another history for Kerala Tourism, the importance of a physical mart cannot be ignored. The department and the KTM Society will work together to hold a physical mart in August or September this year,” she shared.