Kerala Tourism launches new summer campaign targeting urban families – ET TravelWorld

Kerala Tourism has unveiled a diverse range of products and initiatives to attract an expected surge in domestic tourists during the upcoming summer holidays. The state is focusing on enhancing its appeal as a premier travel destination by offering memorable experiences for vacationers. At a press conference in New Delhi, Kerala Tourism Director, Sikha Surendran, assured attendees that the state’s tourist appeal continues to evolve with innovative products, ensuring its place as an exciting destination for all seasons.

As domestic tourists represent a significant portion of Kerala’s tourism sector, the state has launched an all new promotional campaign for the summer travel season to showcase its offerings and strengthen partnerships with stakeholders across major cities, particularly ahead of the summer vacation period.

Kerala Tourism is poised for an increase in domestic visitors this summer, rolling out a variety of enticing travel experiences with the new national promotional campaign called ‘Come Together in Kerala’ highlighting popular destinations and new offerings. Over 1 crore visitors from within India travelled to Kerala in the first half of 2024.

Surendran emphasised the importance of domestic visitors in maintaining Kerala’s tourism momentum, noting that the state’s pan-India promotional efforts aim to reinforce its position as a year-round destination catering to a variety of traveller needs.

In recent years, Kerala has seen a remarkable increase in domestic tourist arrivals, surpassing pre-pandemic levels in 2022 and recording record numbers in 2023. The trend has continued into 2024, with over 1 crore visitors from within India in the first half of the year. To further boost this momentum, Kerala Tourism is conducting B2B meets in cities such as Bengaluru, Ahmedabad, and Chennai to promote the state’s attractions and tourism infrastructure to industry stakeholders.

In addition to promoting well-known destinations, Kerala is also spotlighting North Kerala, with an emphasis on Bekal, Wayanad, and Kozhikode, and highlighting lesser-known destinations with improved infrastructure. These areas, along with Kerala’s renowned beaches, hill stations, houseboats, and backwaters, offer a unique blend of cultural, adventure, and wellness experiences, from the Nishagandhi Dance Festival to international surfing, paragliding, and mountain cycling events.

Further cementing its appeal, Kerala has become a hub for destination weddings and MICE events, attracting both domestic and international visitors seeking luxury, tradition, and modernity in a unique setting.