Kerala Tourism pavilion biggest among Indian state tourism boards at ITB Berlin 2015

The Kerala Tourism pavilion is the biggest among all state tourism boards of India that are exhibiting at the ongoing ITB Berlin (March 4‐8). The stall, 128 sq mtr in area, has the backwaters of Kerala as theme.

Last year at ITB Berlin, Kerala Tourism had won the Golden City Gate award for its print campaign on backwaters. Kerala will reap maximum benefits from the event in terms of business, with as many as 19 trade partners, which include few Ayurveda resorts like Carnoustie Ayurveda & Wellness Resort; Krishnatheeram Ayurveda Beach Resort; The Nattika Beach Ayurveda Resort.

Kerala is looking at increasing the number of tourist arrivals in the state to over 1.37 crore in 2015 as it plans an array of activities to promote the state as perfect holiday destination. The tourism department of Kerala government is planning to launch a campaign focused on Ayurveda to promote tourism and position the state of Kerala as home of Ayurveda.

The board is also looking at a year‐long campaign – ‘Visit Kerala Year’ to celebrate tourism in the state and it would commence from mid‐April 2015, coinciding with the New Year in the Malayalam calendar. Kerala Tourism spent around Rs 45 crore on the marketing and campaigns to promote tourism activities in the state in the current fiscal that id 2014‐15. For the next fiscal, that is 2015‐16, the budget would be in the same line if not more, as the state is betting on tourism growth.

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