Kerala Tourism road shows a hit in Australia

The Kerala Tourism road shows a hit in Australia, as Kerala Tourism plans a slew of initiatives to attract tourists from untapped markets across the globe, laying special thrust on emerging countries. A big delegation from Kerala Tourism held a business to business (B2B) meeting in Australia and Scandinavia showcasing the latest initiatives by the Kerala Government, to attract more visitors to the God’s Own Country.

The roadshows, described as a virtual tapestry of God’s Own Country through presentations, documentaries, trade interactions and visual display. Kerala Tourism Department has kicked off an aggressive marketing drive targeting the emerging global markets, starting with road shows at Sydney and Melbourne in Australia recently, which proved to be a success. Presentations by the Tourism officials on what made Kerala a super brand across the globe, screening of much-acclaimed ad film Your Moment is Waiting and business-to-business meets to forge new collaborations were some of the highlights of the marketing drive

This is part of a new drive by the state to approach the emerging markets with concrete short and long-term strategies and tap the potentials to the maximum,’ said Kerala Tourism Director Rani George. Kerala is already a known brand even in Australia, but after seeing the progress made by the state in the recent times, the industry appears keen on promoting Kerala further.

Australia is an emerging market for Kerala with 36,854 arrivals in 2010, making it the fifth biggest market.

The current strategy of the state tourism department, especially in the face of economic crisis in Europe and US, is to focus on the emerging markets like Australia and Scandinavia by pitching its unique tourism products.

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