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Wednesday, 30 January, 2019, 15 : 45 PM [IST]
Kerala Tourism to strengthen marketing initiatives to double international tourist arrivals by 2020
TBM Staff | New Delhi

Having registered marginal growth in both international and domestic tourist arrivals last year, notwithstanding the adverse conditions like massive floods, Kerala Tourism is going ahead with its marketing and promotional initiatives both in the domestic and international markets to lure more tourists into God’s Own Country.  The State Tourism has set a target to double the foreign tourist visits to the state from the current 10 lac a year to 20 lac by 2020, as well as grow the domestic tourist visits by at least 50% in the next two years. 

The tourism department feels that the destination was able to maintain the growth momentum in 2018 on both domestic and international arrivals despite having suffered the brunt of devastating floods and landslides in August last year.   “There was a sharp fall in tourist arrivals between August and October.  However, from November tourism bounced back, and the tourism arrivals in the month of November 2018 exceeded the numbers of the same month in 2017,” said BS Biju, Tourist Information Officer on the sidelines of a Kerala Tourism road show in Delhi. Between January and November 2018, Kerala received 9 lac foreign tourists, he mentioned. 

He said that the strategy is to target source markets by segmenting them into Core markets and Promising markets and formalise marketing and promotion strategies based on the requirements of the markets.  Traditionally, the core markets, he said, are UK, USA, France, countries in the Middle East.  The promising markets identified are Malaysia, China, Japan, and Australia.   “The strategy is to organise partnership meets, participate in travel fairs, etc. aggressively in these markets,” he said.

He said that the biggest advantage of Kerala is four international airports.  The newly opened Kannur International Airport will definitely give a fillip to the untapped tourism potential of Northern Kerala, he added.

Around 32 companies from the tourism sector in the state participated in the business partnership meet organised by Kerala Tourism in Delhi.