Kerala Tourism to launch ‘Visit Kerala 2015’ to boost arrivals

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Trivandrum: Visit Kerala 2015, a new initiative of Kerala Tourism to promote the State’s destinations and to boost tourist arrivals, will be launched this year from April 1, with a series of events ranging from the arts to sports and will run till April 1, 2016.

This was announced by Tourism Minister, Shri A P Anil Kumar at a press conference in Thiruvananthapuram.

“The main focus of Visit Kerala 2015 will be to strengthen the promotion of tourism products including Ayurveda, Responsible Tourism, and Spice Route – Muziris”, said the Minister. “The tourism department will also host a small scale investment meet to promote responsible tourism and encourage the participation of local communities in tourism sector.”

In the wake of the fresh initiative, Kerala Tourism will explore more new markets in China and Sri Lanka. Aggressive campaigns that target potential travellers in big traditional markets for Kerala will also be conducted in the United Kingdom, France and Germany.

Visit Kerala 2015 will also promote Kerala Tourism products like cultural festivals, weddings, Meetings, Incentives, Conferences and Exhibitions (MICE) and adventure tourism, besides cycling.

“Offers like gift vouchers or complimentary accommodation will be served during the off-season period. The government is in talks with private hotels to offer the same. Food festivals will be conducted in major cities like Delhi and Mumbai to market Kerala’s authentic cuisine, one of the tourist attractions in the State”, the Minister added.

Highlighting the importance of responsible tourism, a ‘God’s Own Country, People’s Own Tourism’ campaign will be conducted across the state to sensitise local communities to tourism and its opportunities.

The minister also noted the increase in the total number of hotel rooms in the State from about 40,000 in 2010 to about 75,000 in 2014.

A comprehensive festivals and events calendar will be prepared and promoted through multiple channels, including India Tourism Offices and Indian embassies abroad. Kerala will be promoted as a major ‘Wedding and MICE destination’ through online campaigns. The tourism department will also prepare wedding venue databases.

Kerala Tourism Secretary, G Kamala Vardhana Rao; Kerala Tourism Director, P I Sheik Pareeth and Additional Director (General), Anupama T V, were also present.

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