Kerala Tourism organises a Partnership Meet in Bhubaneswar
Bhubaneswar: 10th July 2018 (By Prasant Kumar Bhuyan) Breaking its longstanding identity as a slow-paced destination, Kerala Tourism repackages God’s own country, as the perfect playground to acquire new and composite experiences. Tagged ‘Come Outand Play’, the campaign is aimed at domestic travellers who have been seeing Kerala as an antidote to urban experiences and as the antithesis of routine. The new campaign sheds light on activity-based tourism and invites India to come out of the isolation that gadgets induce and to connect with each other and nature. From high mountains and deep-cut valleys to sunny tropical beaches and placid backwaters, Kerala’s 38, 863 sq. km holds within itself a variety of landscapes that differ in settings and flavour; each one of them offering an opportunity to relish the outdoors. Several eco-friendly sustainable initiatives would constitute the high spot of this year’s domestic campaign. The revamped fare with an array of new tourism products was showcased at Bhubaneswar “Modern, especially young travellers come to Kerala in search of true-to-life experiences and this was kept in mind while formulating the new tourism policy and also while shaping this year’s domestic campaign titled Come Outand Play. As a part of refreshing the brand and making it more appealing, several new products have been introduced this year. Be it the Kerala Boat Race League or the Jatayu Earth Centre, all the products are environment-friendly and promote responsible tourism,” said Shri. Kadakampally Surendran, Hon’ble Minister for Tourism, Govt. of Kerala.For history buffs looking to transport themselves to another era, there is the Muziris Heritage Project. The remains of a once thriving port frequented by Arabs, Romans, Egyptians as early as the first century BC is today preserved across 25 museums as the largest heritage conservation project in India. Another offering in the historical space is the Spice Route Project that rekindled the 2000-year old ancient sea links and shared cultural and culinary legacies with 30 countries.”It is exciting to see how God’s Own country is growing up to become the cultural capital. Our focus has always been to bridge the gap between artists and the traveller and to facilitate hands-on interaction between the two.” said Smt. Rani George, IAS, Secretary (Tourism), Govt of Kerala. “Travellers come in search of an enriching experience and it is via festivals, museums, exhibitions and such that we can help them gain a complete Kerala experience. This year, we have the Kochi Muziris Biennale, lined up for the second half of the year, which will once again turn the spotlight of the international art world onto Kerala. In July this year, we are experimenting with a music festival that celebrates rain called the Nishagandhi Monsoon Music Festival. Innovative steps like these would be taken to create similar platforms that gain international attention. We are also in the midst of planning a host of global literary festivals and music festivals which will be organised with the association of public organizations” she added.2017 was a landmark year for Kerala Tourism, in terms of domestic footfalls, which increased to 14673520, translating into an 11.39% Year on year growth. Apart from repeatedly being lauded by magazines like Conde Nast Traveller (Best Leisure Destination), NatGeotraveller, and winning 6 National Tourism Awards last year, Kerala was recently chosen by Lonely Planet Magazine India as the Best Destination for Families (India) 2018.To reach out to the domestic market, a string of Partnership Meets are being organized in Bhubaneswar, Vijayawada, Ahmedabad, Vadodara, Surat, Lucknow, Indore, Nagpur, Pune, & Mumbai in the next few months.A combination of a cultural feast of Kerala’s traditional art forms and its attractive tourism products, these Partnership Meets provide opportunities for the tourism Trade in the respective cities to interact with over 40 tourism industry players from Kerala. The Partnership Meet also showcases the presentation of a short 30 minute cultural program, a visual storytelling that showcases the various art forms of Kerala, to unveil the village life and folklore of God’s Own Country.