Kerala ‘Look East’ Tourism Campaign for Eight Countries
Why in the news
Kerala Tourism began a ‘Look East’ marketing drive to win back foreign visitors, since arrivals remain at about 62% of pre-pandemic levels.
Key facts
- China, Asia’s biggest outbound travel market, contributes almost no tourists to Kerala.
- Target: eight eastern countries, among them China, Australia and Malaysia, where Kerala’s outreach is thin.
- Airline tie-up: understanding with Malaysia’s airline for better connectivity.
- Familiarisation visit: 40 tour operators and 15 social media influencers invited in April.
- Model: Sri Lanka’s approach of using its national airline as a marketing tool.
Focus areas
- Wellness and health tourism, where Kerala is already a hub.
- A dedicated ‘Kerala itinerary’ showing cultural, natural and wellness experiences.
Way forward
The strategy combines airline partnerships, targeted marketing and experiential tourism, aiming for post-pandemic recovery and a stronger global brand.
Exam angle
- Campaign name: Look East; nodal body: Kerala Tourism.
- Arrivals vs pre-pandemic: 62%.