By Suman Bajpai
Poised to soar to new heights in 2024, Kerala Tourism unveiled in the national capital, a raft of groundbreaking products including Heli-Tourism, connecting the state’s top destinations, as part of its aggressive campaign to increase the domestic tourist footfalls.
The revamped strategy of Kerala Tourism hinges on introducing new destinations, creating innovative tourism circuits, investing in infrastructure development and capacity-building projects, broadening the award-winning Responsible Tourism (RT) initiative, which allows tourists to experience village life, and ensuring better connectivity.
“Branded as ‘Sky Escapes’, the heli-tourism project has been planned as a game-changer in the manner houseboats did for the state, three decades ago, and thus continue to lure visitors from both India and abroad,” said Tourism Director Shri P B Nooh IAS at the B2B Trade Meet.
Kerala registered a record number of 159.69 lakh visitors from within the country during January-September 2023, clocking an impressive growth of 19.34 percent. “It is a testament to our innovative tourism initiatives that make the state not only a safe and hospitable destination but also an all-weather holiday paradise.
How Kerala looks from the air, to showcase its natural beauty through the helicopter,
Kerala has become the first state in the country to come out with a comprehensive heli-tourism policy. A micro-site has been created giving details of travel packages offered by the helicopter service providers. This initiative will be of enormous help to tourists planning to visit various destinations in a single trip, making the state an inter-connected tourism hotspot.
“In the new year, we have drawn up an aggressive marketing strategy to bolster the presence of domestic tourists in the state,” the Shri Nooh said, adding, “Kerala Tourism’s campaign – Make up for lost time, pack up for Kerala—received the prestigious PATA Gold Award in a rousing endorsement of its innovative promotional initiative.”
To put Kerala on the global adventure tourism map, the government has decided to host four international adventure sporting events this year, and offer new products and packages, said Tourism Director Shri P B Nooh IAS.
Big-ticket adventure tourism events are also on the cards since the State’s geography features a challenging mix of mountains, rivers, beaches, and canals, offering immense potential for this segment, the Tourism Director pointed out.
Adventure tourism was expected to grow by 20% by 2032 worldwide. It also played a huge role in the growth of domestic tourism.
“We are also making efforts to promote adventure tourism in the state to attract young vacationers seeking thrill and experiential activities. Eco-adventure tour packages focused around Kerala’s natural treasures are being designed as part of a wider strategy to make the stay of new-age travelers a thrilling experience,” said the Tourism Director.
There will be International Paragliding Festival at Vagamon in Idukki from March 14 to 17, International Surfing Festival at Varkala from March 29 to 31, mega mountain biking event, MTB Kerala 2024, will be held at Priyadarshini tea plantation in Mananthavady, Wayanad, from April 26 to 28 and The Malabar River Festival 2024 will be held at Kodencherry in Kozhikode from July 25 to 28.
Kerala Tourism is also making concerted efforts to promote the state as an ideal wedding destination by leveraging its astonishing natural beauty, picturesque destinations, excellent accommodation & banquet facilities, and connectivity. The recent trend shows that a considerable number of destination weddings are now happening across the state.
Kerala’s serene backwaters fringed by swaying palm trees, pristine beaches, the mystic hill stations with sprawling tea & spice plantations – all make the state an enchanting place for couples tying the knot as well as for honeymooners.
“The government is committed to creating a conducive environment for destination weddings, attracting couples from around the world and boosting tourism and local economies,” said Shri Nooh.
Kerala Tourism will organize a string of travel trade networking activities in January-March in prominent Indian cities, by participating in trade fairs and also organizing B2B Partnership Meets (roadshows) to introduce the new products to a wider audience.
Noting that October to March is the best time to visit Kerala, Shri P B Nooh IAS said the state is unique in having a variety of experiences for tourists like houseboats, caravan stays, plantation visits, jungle lodges, homestays, Ayurveda-based wellness solutions, adventure activities, and country-side walks, including trekking to verdant hills.
“Alongside the new projects, the state’s core assets like beaches, hill stations, houseboats, and backwater segment will heighten the totality of the visitors’ experience,” he said, adding, “Adventure, Wellness, and Responsible Tourism will be taken forward with a greater sense of purpose and vigor”.
