Mr U V Jose
Kerala Tourism recently organised a Road show in Gurgaon (NCR) to promote various new initiatives by the tourism department. It was a successful event which had plentiful visitors and participants. Mr U V Jose, Director Kerala Tourism and Mr Nandakumar, Deputy Director Kerala Tourism with key trade representatives attended the event to boost Kerala Tourism in Delhi NCR market. Take a glance at exclusive chat between Mr U V Jose, Director, Kerala Tourism with special correspondent of www.travelmail.in and Travel Mail Magazine.
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Q1. What is the main objective of organizing this Road Show?
Our main objective is to promote newly started initiatives by us. As we all know, Kerala is popularly known as God’s Own Country and it is the perfect holiday destination in India. From picturesque landscapes and exciting getaways to rich culture and heritage, the State has a lot to showcase. As part of its periodic outreach, Kerala Tourism brings you a 360 degree preview of India’s favourite destination – the very essence of the State, captured in one single event. The objective is to witness the rich culture, extravagant heritage, magnificent landscapes, delectable cuisine, music and art… all in one show.
Q2. What is the current situation of International and Domestic tourists’ arrival at present?
Kerala is the most preferred destination for Domestic and Internationals Tourists. Foreign tourist arrivals in Kerala during the year 2015 was 9, 77,479 –an increase of 5.86% over the previous year’s figure of 9,23,366. Domestic tourist footfalls during the same period were 1,24,65,571 recording an increase of 6.59 % over the previous year’s figure 1,16, 95,411.
Foreign exchange earnings for the year 2015 were Rs. 6,949.88 Crores, registering an increase of 8.61% over the previous year. Total tourism revenue (direct and indirect) during 2015 was Rs. 26,689.63 Crores, showing an increase of 7.25% over the previous year’s figure.
Q3. Apart from Spas, Ayurveda and Backwaters is there any new initiative by government to promote Kerala?
Yes we are coming up with various new initiatives to attract tourists in Kerala. We want to bring something fresh and new, something which tourists don’t know about Kerala. The Government of Kerala has rolled out several initiatives with the aim to further boost the State’s tourism equity. Below are some of the recent (and planned) initiatives-
Project Muziris
This was rolled out last year in order to enhance the travel experience and add to Kerala’s array of attractions. The project is intentioned to reinstate the historical and cultural significance of the legendary port of Muziris, situated in central Kerala.Project Muzirisconstitutes a series of 27 museums spread across the heritage region, between them showcasing maritime trade, lifestyle, barter system and handicrafts. Some of these museums are interactive in nature. The Muziris Heritage Project, the first of its kind in the country, is expected to turn into a major destination for cultural tourism in Kerala.
On the trail of the Spice Route
Another amazing initiative in the offing is the Spice Route Revival Project. The historic Spice Route linked the south western coast of India with Europe. Kerala’s initiative to revive and promote the two-millennia-old spice route through tourism has received a boost with the United Nations World Tourism Organisation (UNWTO) pledging support to the venture.
Kochi Muziris Biennale
Kochi-Muziris Biennale is an international exhibition of contemporary art held in Kochi. Indian and international artists exhibit their work across a variety of mediums including film, installation, painting, sculpture, new media and performance art. Through the celebration of contemporary art from around the world, The Kochi-Muziris Biennale seeks to invoke the historic cosmopolitan legacy of the modern metropolis of Kochi and its glorious predecessor, the ancient port of Muziris. This year’s exhibition begins on December 12, 2016 and continues until March 29, 2017.
ECO-Adventure
Kerala Tourism will be launching a unique nature-based adventure holidays program – ECO-Adventure. The objective is to use key tourism genres – Wildlife, Hill Stations, Beaches, Backwaters, etc. – and leverage the adventure activity possibilities they offer. The ‘activities’ canvas would extend to Trekking, Camping, Rock Climbing, Jungle/ Wildlife Safaris, Bird Watching, Cycling, Kayaking, Canoeing and Paragliding.
Of course, none of this would be allowed to compromise the environment, nor the State’s flora and fauna and the rest of its rich natural legacy. The core forest areas would thus be opened to tourists without affecting the ecology in any way. Responsible Tourism all the way!
The marketing initiatives for the year 2016-17 are aimed at promoting value-for-money, off-season packages, targeting key cities such as Gurgaon, Ludhiana, Jaipur, Lucknow, Indore, Raipur, Nagpur, Nashik, Vadodara and Ahmedabad. The state aims at being part of International trade fairs and Road shows in Japan, Madrid, Berlin, Moscow, London & Pan Asia.
Back in time, through an extensively thought out and consistent communications strategy, Kerala had gained immense equity. The historic ‘God’s Own Country’ positioning made the state a global brand.
Nevertheless, a brand has to keep evolving. With tourists always looking for something new, a sound strategy going forward is to promote the State’s lesser-explored and virgin destinations. Accordingly, a new brand campaign has been developed and will soon be launched under the aegis of Kerala Tourism. Promoting the unseen experience of God’s Own Country, the trans-media campaign primarily targets high-potential markets such as Europe, Asia, Middle East, North and North East of India.
Dovetailing this brand push is the possibility of developing transport options including charter flights, charter trains and tourists bogies in trains from major markets in India. The brand value of Kerala Tourism is on the threshold of another major boost.
