Kerala targets Europe for inbound tourism growth

The southern state of Kerala, touted as ‘God’s own country’, has budgeted Rs.75 million to focus on Europe, its prime source market. The destination will use television campaigns, attendance at travel marts, both B2B as well as B2C, and promotion through the popular Kerala Blog Express.

Kadakampally Surendran, minister of tourism for 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.”

Rani George, secretary tourism and culture for the Government of Kerala elaborated: “Through this promotional and marketing campaign, Kerala Tourism aims to double the foreign tourist arrivals and increase domestic tourist arrivals by 50 per cent by 2021. This will require a year-on-year growth of 8.4 per cent for domestic tourists and 14.8 per cent for International tourists.”

The latest tourist arrival statistics have indicated good probability of attaining this target. Despite major changes in the tourism industry, including enhanced GST rates, the international tourist arrivals have increased by four per cent during the same time period.