Pallavi Sharma
Key Initiatives to promote Kerala
In recent years, Kerala has adopted a multi-pronged strategy to position itself as an all-season experiential destination. This approach has significantly boosted tourist arrivals, especially in the post-pandemic phase. At the heart of our strategy is a consolidation of the core assets that have long made Kerala a global attraction—our hill stations, backwaters, Ayurveda, and houseboats—while introducing new experiences such as caravan tourism, heli-tourism, eco and adventure activities, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Our on-ground marketing efforts, participation in international events, and organizing B2B roadshows have further strengthened Kerala’s global presence.
Following Sustainability and Responsible Tourism
Sustainability has always been a guiding principle for Kerala Tourism. Our Responsible Tourism (RT) initiative, now a global model, focuses on community inclusion, preservation of natural assets, and restoration. Through projects like STREET (Sustainable, Tangible, Responsible, Experiential, Ethnic, Tourism), we highlight hidden gems across the state while promoting environmentally responsible travel. These efforts have won national recognition, with awards for projects in Kadalundi, Kumarakom, and Kanthalloor. What’s more, RT has empowered women across the state, with many leading tourism units under this initiative.
Marketing Strategy
Kerala has maintained a robust presence at international tourism expos and business meets, continually promoting the state as a must-visit destination. We’ve also organized Partnership Meets to network with the travel trade in key source markets. Our innovative marketing campaigns and public-private collaborations, such as the Kerala Tourism Mart (KTM), have been key to our success. The most recent KTM saw record participation, with 808 foreign delegates and buyers from 76 countries. Our focus on high-quality, experiential tourism products will continue to attract travelers worldwide.
Safety and Security
Our destinations are safe, with active participation from local communities to maintain cleanliness and security. Kerala was the first state in India to offer exclusive tourism packages for women, including solo travelers and groups. The Responsible Tourism Mission has trained women as tour operators and guides, further enhancing the safety and comfort of female tourists. We’ve also embraced digital solutions like the Maya WhatsApp chatbot, which has improved the overall tourist experience and enhanced safety measures across the state.
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