Kerala Tourism Embarks on Multi-State Roadshow Campaign to Attract Domestic Tourists
In a strategic move to boost domestic tourism, Kerala Tourism has launched a series of multi-state roadshows and partnership meets, targeting urban families and travelers for the upcoming summer holidays and the subsequent months of this year. The initiative aims to showcase the state's diverse offerings beyond its traditional attractions, with a focus on experiential travel and new destinations.
Roadshow Itinerary and Key Cities
The roadshow campaign kicked off in Chennai and will expand to other major metropolitan areas over the coming two months. The scheduled stops include Bengaluru, Hyderabad, Kolkata, and Indore, allowing Kerala Tourism to reach a wider audience across different regions of India. These events are designed to highlight the state's enhanced infrastructure and unique travel experiences, encouraging more domestic tourists to explore Kerala.
Focus on Experiential Tourism and New Offerings
Tourism Minister P A Mohamed Riyas emphasized the success of experiential tourism initiatives, noting that after Coimbatore, Kerala witnessed a significant increase in tourist arrivals. He stated, "As part of experiential tourism, after Coimbatore, Kerala saw significant growth in the number of tourists visiting. Besides its main attractions, new offerings were also well received by both local and international travellers. The upcoming tourist season is expected to continue this trend." The roadshows will promote activities such as adventure surfing, cycling, paragliding, mountain biking, wellness retreats, luxury stays, and culture destination weddings, moving beyond the typical backwaters and beaches.
Highlighting North Kerala and Heritage Trails
A key aspect of the campaign is the promotion of lesser-known destinations in north Kerala, including Kozhikode, Wayanad, and Bekal. The state has improved infrastructure in these areas to make them more accessible to tourists. Additionally, Kerala Tourism is ramping up its heritage tourism efforts, having recently rolled out 33 heritage trails as part of the Muziris heritage project. These trails stretch from Kasaragod in the north to Kollam in the south, offering a rich cultural experience for visitors.
Targeting Urban Families and MICE Tourism
The roadshows specifically target urban families, with themes centered around adventure, wellness, and luxury. The state is also focusing on attracting Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism to diversify its visitor base. With an upswing in international bookings anticipated for the holiday season, Kerala aims to position itself as a premier destination for both domestic and international travelers.
This comprehensive approach is expected to increase domestic tourist footfalls and sustain the positive growth trend in Kerala's tourism sector throughout the year.
