Kerala will ‘look east’ to salvage its sagging fortunes in foreign tourist arrivals, which is just 62% of the arrivals during the pre-pandemic period.
Titled ‘Look East’, Kerala Tourism will hold a special marketing campaign in eight eastern countries from China to Australia to attract more tourists to the State. Though the Chinese account for the biggest share of Asian tourism market, Kerala hardly receives any visitors from China.
According to Tourism Minister P.A. Mohamed Riyas, the State has reached an understanding with Malaysia’s airways in association with the the Look East Policy. As part of the campaign, 40 tour operators and 15 social media influencers from the eight countries, including China and Australia, would be brought to Kerala in April. Like how Sri Lanka shaped its tourism prospects with the help of the Sri Lankan Airways, Kerala is now looking to tap the potential of the countries in the east, said the Minister in the Assembly recently.
According to industry experts,“We hardly have a presence in the Chinese market, despite China being the world’s largest outbound travel market. A dedicated campaign in the eastern countries can reap dividends if there is direct or indirect air connectivity with Kerala. For instance, earlier, a good number of foreign tourists who visited Kerala were part of the group visiting the country as part of the Golden Triangle tour package, a popular tourist circuit connecting Delhi, Agra, and Jaipur, offering a blend of historical, cultural, and architectural marvels in the circuit.”
Kerala itinerary
Now, there is a dedicated ‘Kerala itinerary’ for foreigners, with Arab countries, especially Dubai and Doha, emerging as the main transit points for them to the State. The State has also become a major wellness tourist destination for foreigners. So partnering with airlines in selected countries or regions will bring more visitors to Kerala, said senior Tourism department officials. The U.K. and the U.S. are Kerala’s top two markets, accounting for close to 28% of the total tourist arrivals in the State. According to the Tourism department statistics in 2024, Australia and Malaysia are the two country that figured in the top 10 list of countries from the eastern region.
On the other hand, the State has been struggling to reach the pre-pandemic level figures of foreign tourist arrivals. In the latest figures released by Kerala, the State has witnessed foreign tourist arrivals of 7.38 lakh in 2024, compared to 11.89 lakh in 2019.
Published – March 22, 2025 08:28 pm IST