in five years THIRUVANANTHAPURAM: Adopting an aggressive marketing strategy like never before, Kerala Tourism will be presenting its varied products in major cities across the country in a total of 50 trade fairs and road shows in 2017-18, with focus on the 'strong southern markets' and the 'surging Hindi speaking belt'.Already buoyed up by an increased budget allocation for marketing and promotions, the state tourism department has also listed out 14 trade fairs and 25 road shows in the international market, for which around Rs 11.5 crore has been sanctioned. "Unlike during the previous years, we have chosen countries and Indian states after analysing the tourist arrivals over the last five years for a proportional spending on marketing," said Tourism director P Bala Kiran.Accordingly, the domestic markets have been categorised into four groups, and the main group comprises Tamil Nadu, Karnataka, Andhra Pradesh and Maharashtra, from where the arrivals stood at more than 2 lakh consistently over the last five years. "Though we have not witnessed any significant growth in these markets, the southern region remains our major market," the tourism director said.However, the industry is more excited about the group B, comprising Gujarat, Uttar Pradesh, Madhya Pradesh, Delhi, Rajasthan and West Bengal (with more than 1 lakh arrivals), which has witnessed more than 100 percent growth. Targeting the north-Indian states, the plan is to carry out big promotional activities in Hindi.Similarly, the international source markets have been categorised into five sections, and the top group comprises UK, France, Germany and USA, the traditional and 'steady' foreign markets. "Here also we have witnessed over 100 percent growth in arrivals from Saudi Arabia, UAE, Malaysia, Russia and Maldives, which forms the group B," Bala Kiran said citing direct and speedy air connectivity from West Asia and Southeast Asia as the major reason.Though, the tour operators and property owners in the sector are a bit unsure how the 'fever outbreak' is going to impact the arrivals during the Monsoon season, they see the trade fairs and road shows as a great opportunity to create more visibility for Kerala Tourism. "We are glad to get more fairs and road shows this year, the best way to generate more business. As Kerala is now in the wrong news because of dengue, we need to clean up Kerala quick and send out a positive message," said E M Najeeb, the president of the Confederation of Kerala Tourism Industry.Welcoming the 'more studied and prepared' approach taken by the tourism department in the selection of trade fairs and conduct of road shows, Abraham George, the president of Kerala Travel Mart , said the industry was looking ahead to capitalise on every positive aspect of Kerala as a tourism destination. "Our ratings, both nationally and globally, have been high during the recent past. Compared to other states, we have a greater advantage in our secular credentials, scenic destinations and cultural attractions," he added.

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