The Hindu Business Line : Tourism roadshow to sell Kerala

CULTURAL PLUG: Kathakali artistes performing at the preview of `Life in God's Own Country' to promote Kerala tourism in Hyderabad on Thursday. - H. Satish

Hyderabad , May 12

CONSOLIDATING its leadership in the domestic market and expanding its reach globally, Kerala Tourism has launched a major promotional campaign with a focus on `Look East, Win West' and `Woo women and elders'.

"After making a mark in traditional markets such as the UK, Germany and France, we are now focusing newer markets such as China and Japan in East Asia and Australia, Spain and Italy," Mr E.K. Bharat Bhushan, Principal Secretary (Tourism and Culture, Govt of Kerala), said.

Addressing a press conference here on Thursday, he said Kerala Tourism was developing infrastructure, while expanding the product profile to make Kerala an ideal tourist destination through out the year.

Mr Bharat Bhushan was here in connection with a weeklong roadshow to promote the Kerala brand.

The newer product profile included MICE (Meetings, Incentives, Conferences and Exhibitions) offerings, monsoon rejuvenation and temple festivals. "The idea is to make more people come into the State and make them stay longer," he said.

He said there was a dramatic growth in tourism industry in Kerala. "There were only 70,000 foreign tourists in 1991. The number grew to 3.5 lakh in 2004. On the domestic front, the number grew to 6 million in 2004 from less than a million in 1991," he said.

The foreign exchange earnings increased to Rs 1,000 crore from Rs 28.28 crore during the period. The total revenues stood at Rs 5,987 crore.

The State lined up investments to the tune of Rs 1,000 crore every year.

With a view to supporting the aggressive marketing initiatives, Kerala was planning to launch a publicity blitz across the world. This included a series of six short duration films, titled `Life in God's Own Country', directed by Mr Santosh Sivan, a leading cinematographer.

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