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Kerala has pioneered place promotion in India through branding attractions like backwaters and developing infrastructure like resorts from the 1990s. It marketed itself as "God's Own Country" and saw tourist numbers rise from 69,000 in 1991 to over 0.2 million in 2009. Kerala focuses on ecotourism and developing its natural assets while preserving cultural heritage. It has diversified its tourism products and sees opportunities in areas like heritage, hotels, and pilgrimage.

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28 views

IMLP

Kerala has pioneered place promotion in India through branding attractions like backwaters and developing infrastructure like resorts from the 1990s. It marketed itself as "God's Own Country" and saw tourist numbers rise from 69,000 in 1991 to over 0.2 million in 2009. Kerala focuses on ecotourism and developing its natural assets while preserving cultural heritage. It has diversified its tourism products and sees opportunities in areas like heritage, hotels, and pilgrimage.

Uploaded by

chris09121987
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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TOURS AND TRAVELS

KERALA TOURISM
BRANDING A TOURIST DESTINATION
INDIAN TOURISM INDUSTRY – PROBLEM A PLENTY

 1982- National Policy on Tourism


 1988- National Committee on Tourism
 2000- Travel and Tourism Industry accounted 5.6% of
India’s GDP, 5.8% of total employment and 10.8% of
total exports. By the year end 2.4 million international
arrivals but 0.4% of world travel, ranked 43rd in the
world.
 Budgetary allocation only 1% of total public spending but
global average 6.8%. Recommended to spend 4.9% at
least of GDP.
 Lack of infrastructure, aviation, accommodation and high
taxation (world highest- WTTC)

December 9, 2021 KERALA TOURISM 3


MARKETING INDIA

 Advertisement campaign in 1997 - New York based


Oasis advertisement agency made “Eternally Yours”
 “One billion people. One thousand languages.”
 “Many travelers to India claim to experience
reincarnation. They come back as human beings.”
 “Only one country can change the way you see the
whole world.”
 Looking for Spirituality

December 9, 2021 KERALA TOURISM 4


KERALA-THE ‘PLACE PROMOTION’ PIONEER IN
INDIA

 Marketing attraction like Lagoons, Lake, Backwaters,


Bathhouses and 600km coastline, Hill Stations,
Waterfalls, Western Ghats, Kathakali, Boat Races and
Ayurveda.
 1995-Bekal Resort Development Corporation (BRDC)
 2000-Kerala Travel Mart Society (KTMS) organized
Kerala Travel Mart-2000 (KTM-2000), promotional
campaign at International Convention Center, Kochi
and adapted tag line “GODS OWN COUNTRY”
 KTM-2002, state participation in ITB-Berlin and
WTM-London

December 9, 2021 KERALA TOURISM 5


 Kerala first state - Tourism Conservation,
Preservation and Trade Bill to regulate tourism
activity in state.
 Increase in tourist from 69,000 in 1991 to 0.21
million in 2009, domestic 9 million
 Santosh Shivan for advertisement campaign, M.F.
Hussain and Yusuf Arakkal as brand ambassadors
 MOU with Indian Airlines and Indian Railway and
association with United India Insurance Ltd.

12/09/21 KERALA TOURISM 6


KERALA EXPERIENCES

December 9, 2021 KERALA TOURISM 7


TRAVELLING TOWARDS THE FUTURE

 2002 - cross promotional deal with Maharastra, agreement with


IBP
 Tourism Vision 2025
 Global Investor Meet (GIM) at Kochi in 2003for huge foreign
investment
 MOU with SFC group, Abu Dhabi and Leela group, Mumbai.

December 9, 2021 KERALA TOURISM 8


7 P’s
 Product :- commoditization of service
 Price :- tax, sensory experience
 Place :- geographic location,
 Promotion :- media elements, customer service, publicity/PR
 Physical Evidence: all tangibles in Kerala
 Process :- Contact personnel, value chain components
 People : Guide, Management, culture

December 9, 2021 KERALA TOURISM 9


Strengths

 Eco-tourism initiative
 Natural environment
 Smooth law and order
 Innovative branding and positioning
 Varieties of products and services
 Advanced society and full literacy
 Bagged so many international awards

December 9, 2021 KERALA TOURISM 10


Opportunities

 Lots of unused prospective on heritage tourism, hotel


tourism and pilgrims tourism

 Employability in tourism and related areas

December 9, 2021 KERALA TOURISM 11


TOURIST BEHAVIOR

 High experience and credence quality, so evaluation by


consumers are difficult to make.
 Hierarchy of need

December 9, 2021 KERALA TOURISM 12


MENTAL MAP

Ayurveda
cuisines Heritage

Mental map Environ


festivals ment

Back
Wild life waters
boating

December 9, 2021 KERALA TOURISM 13


CORE BRAND VALUE

 Ayurveda
 Environment
 Heritage
 Festivals/Culture
 Image
 Serenity

December 9, 2021 KERALA TOURISM 14


BRAND VISION

“To make Kerala God’s own country, an upmarket


high quality tourist destination through rational
utilization of resources with focus on integrated
development of infrastructure sector conserving and
preserving the heritage and environment and
enhancing productivity, income, creating employment
opportunities, alleviating poverty thereby making
tourism the most important sector for socioeconomic
development and environmental protection of the
state”.

December 9, 2021 KERALA TOURISM 15


PACK YOUR LUGGAGE AND SET A TRIP TO
GOD’S OWN COUNTRY

December 9, 2021 KERALA TOURISM 16


References

 www.keralatourism.org
 www.kerala360.net
 www.thehindubusinessline.com

12/09/21 KERALA TOURISM 17

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