The Hindu Business Line : Kerala Tourism's new `monsoon campaign'

TRADITIONALLY, the advent of the monsoon has meant a sharp fall in the number of tourists visiting Kerala. However, Kerala Tourism is now working on a new `monsoon campaign' to attract visitors to the State during the rainy season.

Over the past two-three years, Kerala Tourism has quietly worked to attract tourists to the State during the `off season', especially the monsoon. But the new campaign is a full-fledged effort to promote monsoon tourism in Kerala, said Mr B. Suman, Director, Department of Tourism, Government of Kerala. In fact, the Confederation of Indian Industry in a paper released last year had stated that Kerala has the potential to promote monsoon tourism.

In the past, off-season promotional schemes were designed to highlight the traditional belief that ayurveda treatments are most effective when done during the monsoon. But the new campaign "goes beyond rejuvenation" he said.

Targeted at tourists in West Asia and North India, the campaign will use a mix of advertising and events to attract visitors, he explained. The advertising campaign, with three print ads, is likely to be launched by mid March and will emphasise the charm and romance of the monsoon.

At the same time, Kerala Tourism is also working out a schedule of events to be conducted across the State during the monsoon months, Mr Suman added. A `monsoon food festival', a music festival and a theatre festival are some of the events being planned. Kerala Tourism is also looking at organising a folklore festival, as many of Kerala folk traditions and arts are strongly associated with the monsoon, he said.

Kerala Tourism is also working on creating niche `monsoon tourism' products. According to Mr Suman special `monsoon treks' and other activities will be developed as part of this process. The tourism department is also working with hotels and other members of the hospitality industry to create special monsoon packages, he added.