Trivandrum: Further capitalising on its initial forays into China, Kerala Tourism showcased the very best of ‘God’s Own Country’ at the Beijing International Tourism Expo (BITE) 2016, one of the world’s most prestigious travel and trade fairs.
It was for the second time Kerala was featured at the annual forum in the Chinese capital – this time held during May 20-22 – which brings together major players in the hugely lucrative Chinese outbound tourism market, widely considered the world’s largest by volume.
A whopping 120 million of Chinese tourists travelled worldwide in 2015, an increase of 12 per cent in comparison with the year-ago period. With most of these tourists preferring to holiday in Asian destinations, Kerala is well positioned to experience a surge in Chinese visitors. In 2014, nearly 2 lakh Chinese tourists visited India.
This fact was highlighted again by the presence of a high-level Kerala delegation at BITE 2016. Lead by Kerala Tourism Director, U V Jose, the team saw judicious representation from the State’s leading hoteliers, Ayurvedic resorts and tour operators.
According to Jose, “The State aspires to augment the strong destination pull it already enjoys. The objective of such tourism facilitation initiatives and participation in such high-profile industry events is to highlight the wondrous possibilities on offer in Kerala. In this respect, China is a top priority for us because its citizens are worldly and, more to the point, especially well-versed in Kerala and its offerings.”
To this end, the expansive Kerala pavilion sought to renew the focus on the state’s rich legacy of martial arts, holistic medical traditions, the beauty of its backwaters and its snakeboat races. Driving home the point were attractions from the private partners – Eastend Hotels and Resorts, Kairali Ayuredic Health Resort, Poovar Island Resort, Somatheeram Ayurvedic Resort and Spiceland Holidays.
As was the case last year, the display was an instant hit with the hosts, resonating deeply with Chinese visitors who enjoy a similarly bountiful heritage. The stand saw an impressive number of footfalls as also inquiries – particularly about Ayurveda, underscoring the great potential of its products, therapies and wellness packages in a market welcoming to alternative medicine.
Kerala Biz News