- Targeting families/ family holiday makers during upcoming School Summer Holidays
Kolkata, Mar 25: “As the summer holiday season is fast approaching, we will be unfolding new products before the domestic visitors by targeting school holidays and family audience,” said Tourism Minister Shri PA Mohamed Riyas.
This time round, the campaign will be particularly focusing on North Kerala, especially Wayanad, Bekal, Kannur and Kozhikode, besides lesser-known destinations with vastly improved infrastructure, the Minister said.
“Tourists from inside the country have always played a paramount role in making Kerala’s tourism a throbbing enterprise. This has been the thrust of our pan-India promotional campaigns focusing on reinforcing the state’s position as an all-season experiential tourism destination for a diverse range of visitors”, Shri Riyas pointed out.
Among the new products that would attract the tourists are heli-tourism and the sea plane initiative, which will make destinations in the state closely connected and easily accessible, said Shri Biju K, Secretary – Tourism, Government of Kerala.
Alongside the new projects, the state’s core assets like beaches, hill stations, houseboats and backwater segment will heighten the totality of the visitors’ experience, Shri Biju added.
“I want to firmly assure that Kerala’s touristy appeal not only retains its enduring charm but also keeps evolving with innovative products and initiatives, strengthening the state’s reputation as a welcoming and exciting place for all seasons,” said Kerala Tourism Director Smt. Sikha Surendran.
As domestic visitors account for a formidable chunk of Kerala’s tourism sector, the state has launched an all-India campaign to firm up partnerships with stakeholders across the country to meet the surge, especially during the summer vacation for schools.
Combining luxury and leisure, Kerala is fast emerging as a preferred hub for Destination Weddings and MICE (Meetings, Incentives, Conferences and Exhibitions) events. Records show that more and more Indians and foreign nationals are visiting Kerala to walk on the altar. With its spectacular landscapes, world-class facilities and seamless blend of tradition and modernity, the state is also attracting event planners, couples and corporate clients looking for a distinctive experience, said Smt. Sikha Surendran, Director, Department of Tourism, Government of Kerala.
During the post-pandemic phase, Kerala Tourism was accorded coveted international and national honours as a never-miss place. The latest such accolade is from leading digital travel company Booking.com, which ranked Kerala as the second in the list of the ‘Most Welcoming Regions’ in its 13th Annual Travellers Review Awards.
Scaling up Kerala’s standing as an adventure tourism destination, the state is all set to host international Surfing, Paragliding and Mountain Cycling championships in February-March this year.
The International Paragliding Festival will be held at Vagamon in Idukki from March 19 to 23, and Mountain Terrain Biking Championship (MTB Kerala 2025) on March 28 to 30 at Mananthavadi in Wayanad.
The state is unique in having a variety of experiences for travel enthusiasts like houseboats, caravan stays, plantation visits, jungle resorts, homestays, Ayurveda-based wellness solutions, adventure activities and countryside walks, including trekking to verdant hills.
Kerala has witnessed a sharp uptick in domestic tourist arrivals, surpassing pre-pandemic levels in 2022 while their footfalls increased to a record number in 2023. The increase in footfalls continued in 2024 with a total of 1,08,57,181 tourist arrivals from within the country in the first semester (January-June). International tourist arrivals are also expected to reach pre-COVID levels this year as is evident from an upswing in bookings during the ongoing winter holiday season.
Anticipating a surge in domestic footfalls during the summer holiday season, Kerala Tourism has planned an array of travel trade networking events by organizing B2B roadshows pan India to roll out new products before a wider audience, besides active participation in major trade fairs.