With a New Brand Campaign Kerala Tourism Beckons Visitors
Thiruvananthapuram: Riding on the thumping response being received for its new campaign – Human by Nature, Kerala Tourism is all set for a splendid show at ITB Berlin 2019, touted as the world’s leading travel trade fair, to be held from March 6 to 10 at Messe Berlin. P Bala Kiran IAS, Director, Kerala Tourism will lead the Kerala delegation at the event. Trade partners in the delegation include Sreechithra Ayurveda, Dravidian Trails Holidays, Ayurbethaniya Ayurvedic Center, Xandari Resorts, Nikki’s Nest, Raviz Hotels & Resorts, Anandalakshmi Ayurveda Retreat, Sitaram Beach Retreat, Paul Resorts & Hotels, Grand Hyatt Kochi Bolgatty, BCanti Boutique Beach Resort and Poovar Island Resort.
Human by Nature
Replacing the nine-year-old brand campaign – Your Moment is Waiting, Kerala Tourism unveiled its new global brand campaign - Human by Nature – in New Delhi recently. Celebrating both people and nature equally in a seamless fashion, the three-minute-long film encapsulates the way of life of the people, the inclusiveness, peace and harmony. A bunch of snapshots capturing the vivid aspects of life, culture and nature of Kerala were also unveiled. Conceived and scripted by Stark Communications, the film was directed by Vivek Thomas of Miramar Films and the snapshots were shot by renowned Canadian photographer based in New York, Joey Lawrence.
Kadakampally Surendran, State Tourism Minister said: “It is a pioneering move to use ordinary local people like fishermen, boatmen, schoolchildren etc. as heroes when destinations are running after celebrities and brand ambassadors for endorsements. We have always taken the less travelled route, be it products, marketing strategies or promotional tools,” he added. The modern travellers are “experience seekers” and “authenticity” is important for them. Therefore, the new campaign stresses a lot on authentic experiences than mere products.”
Rani George IAS, Secretary, Department of Tourism, said the new campaign connecting human life and nature is a major step forward and will act as a strong and powerful message to provoke new thoughts in the minds of the travelling world.
According to P Bala Kiran IAS, Director, Kerala Tourism, the campaign will run in Kerala Tourism’s key markets such as the USA, the UK, the Gulf countries, Germany, France, Italy, Sweden, the Netherlands, Switzerland and Belgium. “The new campaign theme and the film captures the true spirit of God’s Own Country. Instead of celebrating the numbers of national and international travellers visiting the State, the attempt has been to celebrate the human life, nature, culture and heritage of the State,” he said.
International Mediterranean Tourism Market (IMTM)
For the first time in its history, Kerala Tourism participated in the International Mediterranean Tourism Market (IMTM) in Tel Aviv, strongly foraying into the largely untapped Israeli market in a bid to substantially increase footfalls from the Middle East country and forge durable bonds with its tourism sector. P Bala Kiran led the Kerala delegation at the two-day IMTM 2019, the largest annual professional tourism fair of its kind in the Eastern Mediterranean and the official and only professional exhibition for the tourism trade in Israel.
On the occasion, Kerala Tourism launched a sleek and glossy coffee table book, a first-of-its-kind visual odyssey of the Jews who decided to make Kerala their homeland before many of them returned to Israel, their fatherland.
Again, in a major endorsement of its alluring tourism credentials, Kerala has been featured in the exalted list of 19 places across the globe that CNN Travel has recommended for a visit in 2019, with the travel portal paying glowing tributes to the God’s Own Country, its stunning backwaters, sumptuous cuisines and life moving at a relaxing pace.
“This area of India has it all: sun, sea, sand, good food, houseboats, culture and wildlife. Its spectacular natural landscapes – think palm trees and sprawling backwaters – lend the region the nickname God’s Own Country,” noted CNN Travel, making the State a must-visit destination for international travellers in the ongoing year.
It also said severe floods during the summer of 2018 wreaked havoc across this southwestern State, but many of its top tourist destinations escaped unscathed. Kerala’s backwaters are not only an idyllic place to stay on a houseboat, but it also gives an opportunity to see India at a relaxing pace, it said.
Minister Kadakampally Surendran said, “It is a massive recognition for Kerala Tourism and will surely increase the footfalls in the State from across the globe. What is particularly heartening is the fact that CNN Travel has made it explicitly clear that most of the State’s tourism destinations escaped unscathed in the aftermath of the severe floods of 2018.”
In 2018, the State’s Tourism sector netted a record revenue of Rs. 36,528 crore. Foreign tourists from over 250 countries around the world had visited the State and forex earned from the tourism sector was Rs. 8764.46 crore. The forex earnings increased by Rs. 372.35 crore and the growth rate was 4.44 per cent. About 10.96 lakh foreign tourists had visited Kerala during the year 2018. The number of domestic tourist arrivals stood at 1.56 crore.
ITB BERLIN 2019
In 2018, a total of 10,000 companies and organisations from 186 countries exhibited their products and services to around 1,70,000 visitors, including 1,10,000 trade visitors at ITB Berlin. Parallel to the show is the ITB Berlin Convention, the largest event of its kind, to be held from March 6 to 9. Changing transportation systems and a shift in customer demands will be the key topics at the four-day ITB Berlin Convention 2019 to begin on March 6 besides overtourism conflicts and the impending climate catastrophe.
Mobility: A New Era Has Arrived
The Convention will discuss the major changes taking place in transportation with a view on concepts such as driverless vehicles, ride-sharing business models, mobility platforms, electric powertrains, minibuses, bikes for hire, cable cars and other modes of transport.
Shift in customer demands
A paradigm shift is taking place in the tourism industry as customers in the luxury market are now less interested in material wealth and more in non-material values. Nowadays, space, seclusion and self-expression are important to them, as well as experience instead of adventure. On March 7, on Marketing & Distribution Day at the ITB New Luxury Panel, experts will discuss how changing demands are influencing hotel and tourism services and the shape that luxury products will take in the future.
Sharry Sun, Global Head of Brand, Travelzoo, will present the results of the market survey carried out by Travelzoo and ITB Berlin on the impact of overtourism. The global survey is an important decision-making tool for industry managers in order to confront one of the biggest challenges facing the international tourism industry, now and in the future.