Context:
Kerala’s foreign tourist arrivals stand at only 62% of pre-pandemic levels. Despite being Asia’s largest outbound travel market, China contributes almost no visitors to Kerala.
‘Look East’ Tourism Strategy
- Kerala Tourism has launched a dedicated ‘Look East’ marketing campaign to attract tourists from eight eastern countries, including:
- China, Australia, Malaysia, and other key eastern markets.
- The campaign aims to strengthen Kerala’s presence in these countries, where current outreach is minimal.
Key Initiatives Under the Campaign
- Airline Partnership:
- Kerala has formed a strategic understanding with Malaysia’s airways to facilitate better connectivity.
- Inbound Promotion:
- In April, Kerala will host 40 tour operators and 15 social media influencers from these eight target countries to promote Kerala’s tourism offerings.
- Inspiration from Sri Lanka:
- Kerala aims to replicate Sri Lanka’s successful tourism promotion model, which leveraged Sri Lankan Airways as a marketing tool.
Focus Areas for Kerala Tourism
- Wellness Tourism:
- Kerala has emerged as a major hub for wellness and health tourism for international visitors.
- Dedicated Kerala Itinerary:
- A special ‘Kerala itinerary’ is being promoted to foreign tourists, highlighting unique cultural, natural, and wellness experiences.
Way Forward
- Kerala’s ‘Look East’ campaign represents a strategic shift to revive foreign tourist arrivals, with a focus on:
- Airline partnerships,
- Targeted marketing efforts,
- Wellness and experiential tourism.
- Strengthening links with eastern countries could significantly contribute to Kerala’s post-pandemic tourism recovery and international brand presence.
