Kerala Tourism plans to focus on domestic visitors

Published on : Tuesday, November 21, 2017

Kerala tourismP. Bala Kiran, Director of Tourism, said. Kerala Tourism plans to focus on domestic tourism by tapping ‘young at heart tourists’ who depend on online tourism opinion making search engines to plan their holiday among other things.

“Tourism is not confined to destination and it is about journey. We want to leverage on domestic tourism and opinion-making community to increase footfalls. This has been spelled out in the tourism policy. Kerala is a family destination and the State wants families to flydown, ” he said.

Interacting with the five selected couples who participated in the 10-day ‘#GoKerala’ campaign organised by Kerala Tourism in association with HolidayIQ to promote State tourism here, Mr. Bala Kiran said the State valued the crowdsourced content and wanted to create a niche product based on that.

Despite 92% of the tourists coming to the State falling under the domestic category, Kerala Tourism has not been giving adequate emphasis to that sector. In the last three years, domestic tourists are coming from Uttar Pradesh, Madhya Pradesh, Mumbai and Delhi to the State. The Director said Kerala Tourism had decided to reorient the strategy based on such travel trends and statistics.

After the European market plateaued, the State had already started looking towards Middle East, which showed a marked 200% increase in arrivals into the State during the last two years.

Mr. Bala Kiran said marketing of the destination and tourism products had started moving from tour operators and travel agents to direct or online travel aggregators.

Foreigners still resorted to traditional methods due to security reasons but domestic tourists did not have such fears, the Director said. “We may lag behind if we avoid digital technology. Domestic tourism is the bread and butter for Kerala.”


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