THE Department of Tourism, Government of Kerala is planning to formulate a new tourism policy for the state in 2012. Currently, a draft of the policy has been formulated but the duration of the policy will be decided later by Kerala Tourism. This information was provided by a source from the Department of Tourism, Government of Kerala.
The main objective of the policy is to boost all segments of the travel and tourism industry in Kerala, especially to develop various tourism infrastructures to promote tourism in the state. Kerala Tourism earned Rs 19,000 crore ($3.6 billion) in revenues in 2011, which is an 11.5 per cent increase over the corresponding period in 2010. The tourism board is expecting a further 15 per cent hike in revenue for 2012.
Kerala Tourism was also the winner of the Golden Gate Silver Award at ITB Berlin held in March for its ‘Your Moment is Waiting’ print ad campaign. The authority is to roll out an aggressive international promotion that targets Germany, Middle East and Russia this year.
The Ayurveda campaign will be promoted via media and outdoor hoardings as well as road shows during the summer months from June to September.