TravelBiz Monitor


Wednesday, 24 January, 2018, 13 : 00 PM [IST]
Kerala sets aside budget of INR 7.5 crore for promotions in Europe
By TBM Staff | Mumbai

Following the phase-II of the Promotional Campaign, the Department of Tourism, Government of Kerala has planned to target Europe with a budget of INR 7.5 crore. In order to entice the European travellers, Kerala Tourism has planned to showcase diversified products across the European terrain. Highlighting the significance of the campaign, Kadakampally Surendran, Minister of Tourism, Cooperation and Devaswoms, Government of Kerala said, “Considering Europe holds the top slot in the list of high-potential markets for overall tourism growth, Kerala Tourism has activated a rigorous promotional campaign involving diverse products that have the capability to attract travellers from the European countries to Kerala.”
Highlighting the growth of state tourism, Rani George, IAS, Secretary - Tourism & Culture, Government of Kerala stated, “Through this promotional and marketing campaign, Kerala Tourism aims to double the foreign tourist arrivals and increase domestic tourist arrivals by 50%, by 2021. This would require a year-on-year growth of 8.45% for domestic tourists and 14.87% for International tourists.”
She further added, “The latest tourist arrival statistics have shown very positive signs of attaining this goal. As many as 10,18,986 new domestic tourists were added during the time period of January to September 2017 as compared to the same period of previous year. As a result, the domestic tourist arrivals have achieved more than the target set out by the State Tourism Policy. Despite major changes in the tourism industry, including enhanced GST rates, the foreign tourist arrivals have also increased by 4.23% during the same time period.”
Under the Promotional Campaign in Europe 2017-18, Kerala Tourism has planned to utilise all forms of promotional tools under various categories, including television campaigns (INR 3.5 crore), Out of Home (OOH) campaign (INR 2.5 crore), Consumer Travel Mart (INR 1 crore) and Kerala Blog Express (INR 50 Lakhs).