The Kerala Tourism Department, the putative goldmine of the god’s own country, will make it big by launching various campaigns to boost the sector during the offseason period.
Attempting to reach out to a wider customer base, the state would run a televised campaign on Sony Pix, TLC, Zee Cinema, Star Movies, NDTV and Discovery Channels. The government has allocated `1.64 crore for the ad campaign that is expected to rev up tourism activity in April and September.
Plans are also afoot to leverage the sector through different advertisements which will be played in movie theatres across the country.
Further, the Tourism Department has launched a social media marketing campaign targeting the domestic audience two weeks ago. Travel enthusiasts are now able to post their plans on the Facebook page created by the Kerala Tourism Department.
The system works in such a way that five tour operators from the state would contact the facebook user immediately, with a detailed package. “The offseason campaign will bear fruits,” said Suman Billa, secretary of Kerala Tourism.
“Normally, April-September period is a bleak season for the tourism sector. However, the summer vacation often kicks off some activity during April and May. From June to September, the number of people who visits the state is relatively low. With the new offseason campaigns, we are hopeful of garnering more revenue, and have plans to promote the sector throughout the year. The target for this period is domestic tourists,” he said.
Kerala’s foreign tourists visit rate has grown at a fast pace, giving a 11-12 per cent rise to touch 7.93 lakh in 2012.
The total revenue from the sector was pegged at `21,125 crore in 2012. Though the official figures for 2013 are not published, the total revenue has reportedly crossed `22,000 crore. “The revenue generated through tourism is likely to touch `25,000 crore mark by 2014,” Suman Billa said.
The promotion of tourism could become a success even in the offseason with a slight short in the arm, said Riaz Ahmed, Managing Director, Abad Hotels and Resorts.
“Kerala is an ideal destination for weddings, honeymoon and MICE tourism. The potential should be tapped. As the rates in Kerala will be cheaper during April and September. This also throws up a vista of opportunity,” he said.
With an Eye on Rs 25,000 crore Revenue, Kerala Tourism Readies Offseason Plan
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