PPT covers the strategies used by Kerala Tourism to promote itself as a dream destination worldwide.

2. Capital- Thiruvananthapuram
Main Language- Malayalam
Area- 38864 sq. km
Weather- Tropical
Number of Districts- 14
Population- 33.3 million(2011 census)
Density of population- 860 people per sq. km
Literacy Rate- 94%
Major Seaport- Kochi
Airports- Kannur, Calicut, Kochi, Thiruvananthapuram

3. ABSTRACT
• The case provides a detailed description of how Kerala, a small state situated
in south India built a global reputation as a 'brand’ over the years, as a tourist
destination.
The state's humble beginnings and its gradual attainment of the position of the
world's top 10 paradises is explored in this case.
The different marketing initiatives and media mix used by the state for tourism
promotion have been examined. The case also touches on the difference
between the attempt to brand India as a tourist destination and Kerala's
initiatives to brand itself and attract tourists.

4. KERALA TOURISM PRE 1990s
• Until the early 1980s, Kerala was a relatively unknown destination, with most
tourism circuits concentrated around the north of the country
• Aggressive marketing campaigns launched by the Kerala Tourism Development
Corporation laid the foundation for the growth of the tourism industry. Kerala
Tourism was able to transform itself into one of the niche holiday destinations in
India.
• The tag line Kerala – God's Own Country was adopted in its tourism promotions
and became a global super brand. Kerala is regarded as one of the destinations
with the highest brand recall.

5. DESTINATION BRANDING STRATEGIES ADOPTED
BY KERALA GOVT.
• The aspects of Kerala such as towns, cities, beaches,
backwaters, cultural heritage, food, wildlife and
Ayurveda were packaged professionally by KTDC
• Initially KTDC concentrated on the attractions like
lagoons, lakes, backwaters, boat houses and the vast
600km coastline.

6. • The concentration was shifted to cultural
traditions like Kathakali, Koodiyattam, Temple
festivals, Kalarippayattu, boat races and
Ayurveda in the late 90s
• Kerala Travel Mart 2000 made the tagline
“God’s Own Country” popular world wide
• KTDC entered into MoU with Indian Airlines &
Indian Railways to attract high spending
tourists
• Insurance packages for tourists were provided

7. GROWTH OF KERALA TOURISM
• The total revenue generated from tourism during the year 2015 comes to 26,689.63 crores showing an
increase of 7.25 per cent over 2014
• Domestic earnings from tourism during the year 2005 was 4281.42 crores which rose to 13836.78
crores by 2015. The foreign exchange earnings from tourism increased from 1552.31 crores in 2005 to
6949.88 crores by 2015
• According to Ministry of Tourism, Government of India, the tourism sector has generated over 14 lakh
jobs in Kerala.
• Kerala planned 15 mega tourism and leisure complex with the help of foreign investment for the
construction of multiplex, amusement parks and virtual reality games & also to develop Eco tourism
projects at hill stations of Munnar &Thekkady

8. THANK YOU