SUBJECT :Kerala Tourism’s visibility in domestic source markets is witnessing a qualitative change thanks to its aggressive campaign across the country, covering metros and two-tier cities, through trade fairs and partnership meets. 

Thiruvananthapuram, June 26, 2018: Kerala Tourism’s visibility in domestic source markets is witnessing a qualitative change thanks to its aggressive campaign across the country, covering metros and two-tier cities, through trade fairs and partnership meets.

The ‘fruitful’ road shows (partnership meets), held especially in the two-tier cities during the first phase of campaign in 2017-18, are now being cited as a major reason for the tremendous 18.57% growth the state achieved in domestic tourist arrivals in the first quarter of 2018. Now, starting from July, Kerala Tourism will be taking part in five domestic trade fairs and organize 10 partnership meets during the period till November this year.

The scheduled trade fairs will begin with TTF (travel and tourism fair)-Kolkata to be held from July 6 to 8, while the road shows will begin with the one to be held in Bhubaneswar on July 10 followed by another in Vijayawada on July 12. Participants will be tour operators, serviced villas/homestays, ayurveda centres, houseboat service providers and hotels/resorts. Kerala Tourism will be represented by around 40 companies in partnership meets, while the number will be 10 to 25 in trade fairs.

Last financial year, the first phase of domestic campaign had covered 11cities and majority of them were smaller markets for Kerala. They included Coimbatore, Mysuru, Lucknow, Nagpur and several other cities in Gujarat and Madhya Pradesh, while the metro cities were covered during the second phase. The focus, according to tourism officials, had been on ‘strong southern markets’ and the ‘surging Hindi speaking belt’.

“These partnership meets at the start of 2017-18 in smaller cities definitely had a big impact on tourist arrivals during the first quarter of 2018. There has been a specific increase of more than six lakh domestic tourist footfall (18.57%) when compared to the first quarter of 2017,” said a tourism official.

The latest figures showed that the state received around 14.22 lakh domestic travellers in January, 12.26 lakh in February and 12.28 lakh in March —a total of 38.77 lakh visitors compared to 32.70 lakh in January-March 2017.

The increased budget allocation for marketing and more number of trade fairs and roads shows over the last couple of years have also raised the spirits of tour operators, property owners and other service providers, the tourism official added.


Source: Times of India