South India’s Kerala eyes to attract more MICE travellers after liquor ban

Published on : Friday, October 20, 2017

Kerala tourismKerala, the South Indian state, which captivates the minds of every travellers in the world, is now eyes on the promotion of the state as the most favoured MICE destination in India.




There is a massive breakdown in the MICE business in the last couple of years because of the liquor restriction, which was implemented in August 2014. To bring back the MICE business, Kerala Tourism is now looking to setup a taskforce to attract the business travellers.




Dr. Venu V., Principal Secretary, Kerala Tourism said that they have lost 30 per cent of the MICE business in the last couple of years.  Now the tourism board is trying to setup a taskforce and the conservative plan to make Kerala as the best destination for MICE travellers.




Kerala Tourism is now re-strategizing and is positioning themselves as an activity and adventure destination. As of now close to 2000 inbound visitors to Kerala travel exclusively for adventure.




Dr. Venu V., Principal Secretary also added that they see the convention not as a one of event; this is part and parcel of a complete strategy.




They have secured budgets for promoting Kerala as an activity and adventure destination. He has a taskforce to promote adventure tourism.




Over the next two years they have a target of at least getting 5000 inbound visitors who come here for pure adventure.



Also they are looking at incorporating adventure activity in at least 25 per cent of the itineraries.



As of now under 2000 people come to Kerala from oversees seeking an exclusive adventure holiday.



They are looking at the travellers from UK, Germany and other Scandinavian countries for adventure inbound in business.



As of now, Northern Kerala has been recognized as the hub for adventure activities. Also, the destination is looking to promote water-based adventure as it has a vast network of backwater canals.



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