As part of its strategy to promote Brand Kerala, Kerala Tourism is now targeting the domestic IT professionals, which have a decent disposable income in hand and the desire for weekend retreat. To attract this specific segment, it has initiated a series of roadshows that put its first feet at Bangalore followed by Chennai and other chosen destinations.
“We want to introduce the Brand Kerala to the cosmopolitan population of Bangalore who are always in the lookout of weekend away from the strenuous lifestyle which they carry,” said B Suman, Director, Kerala Tourism.
“Kerala is a destination that has attained success through carefully planned development of its inherent strengths. Roadshows and the trade meet are a part of our marketing strategy to ensure visibility and to showcase the best of the state to outside world,” said K C Venugopal, the Minister for Tourism, at the unveiling of weeklong roadshow in Bangalore.
The show premiered a new set of Kerala Tourism’s promotional films. These films will be subsequently released across the world and will be one of the integral marketing tools of the state tourism department.
Brand Kerala has, however, taken a big leap in reinforcing itself as India’s No. 1 tourist’s destination for both national and international vacationers. Kerala Tourism’s success lies in the fact that they had initiated and maintained a consistent and unified marketing strategy that has been able to establish the present positioning of it as God’s own country.
In 2004, domestic tourist arrivals shot up by more than one lakh in comparison to numbers in 2003. International figures also recorded the growth of 16.69 per cent. The stupendous performance has made Kerala to don the crown of Super Brand – the only Asian destination to win the honour.
The Tourism has also been involved in the frequent participation in various international tourism fairs to woo the new markets like Italy and Spain besides upholding the existing ones like UK, France and Germany.