Trivandrum: To tap deeper into what is the sixth biggest tourist market for the State, Kerala Tourism conducted high-energy road shows in Australia advertising the best of ‘God’s Own Country’ in the hub cities of Melbourne and Sydney over the past week.
The road shows each saw attendance from around 70 leading wholesalers, tour operators and travel agents from these cities, generating significant interest in both new and established offerings in Kerala. With inbound tourism from Australia on the uptick, accounting for 35,244 foreign tourist arrivals in 2015, the campaign was particularly timely ahead of the official start to the tourist season in November.
Kerala Tourism Director, U V Jose led a strong delegation that included representatives of 12 major players from across the State’s tourism trade industry. The participating trade partners included Abad Hotels & Resorts, CGH Earth, Chalukya Grace Tours, Discover Kerala Holidays, Eastend Hotels & Resorts, Intersight Tours & Travels, Kumarakom Lake Resort, Marvel Tours, Pioneer Personalized Holidays and Spice Routes.
“Kerala is already a well-known brand in Australia. Upon seeing the surge in tourist arrivals from this lucrative emerging market, both the Government and tourism stakeholders were keen to better explore and exploit the potential”, said Minister for Tourism, A C Moideen, who reiterated the government’s commitment of top-down support to the sector.
Besides facilitating business to business meetings to help forge new collaborations, the road shows saw presentations on Kerala’s diverse array of attractions and destinations from Shri Jose. The award-winning promotional film, The Great Backwaters, which showcases life in and around the state’s legendary backwaters through stunning aerial and underwater photography, was screened at both events.
Lending heft to the campaign were Rakesh Malhotra, Consul of India, Melbourne, and Dr Vinod Bahade, Deputy Consul General, Sydney, who were both chief guests at the events in their respective cities.
In addition, the events featured interactive sessions including ‘Go Kerala’ contests with the lucky draw prize of a seven-night, eight-day holiday in Kerala given to one lucky winner in each city. Silk Air, the campaign’s airlines partner, offered the winners a free return ticket from Australia to Kerala in Singapore Airlines/Silk Air flights.
Kerala Biz News