Kerala is a state located on the southwestern coast of India. It is one of the most popular tourist destinations in the country, and is known for its beautiful beaches, backwaters, and wildlife sanctuaries.

In recent years, Kerala has been aggressively marketing itself as a tourist destination, and its efforts have been successful. In 2017, the state welcomed over 10 million tourists, an increase of nearly 30% from the previous year.

Kerala’s marketing strategy has changed Indian tourism forever. By focusing on its unique selling points and using modern marketing techniques, Kerala has been able to position itself as a must-visit destination for both domestic and international travelers. Thanks to Kerala’s success, other states in India are now following suit and adopting similar marketing strategies.

 How Kerala’s Marketing Strategy Changed Indian Tourism Forever

The Indian state of Kerala is often referred to as God’s Own Country. And it’s not hard to see why – Kerala is a land of incredible natural beauty, with palm-fringed beaches, lush green mountains and tranquil backwaters.

What’s more, Kerala is also home to a rich culture and heritage, with a fascinating history and some of the best food in India. So it’s little wonder that Kerala is one of the most popular tourist destinations in India.

However, it wasn’t always like this. In fact, until fairly recently, Kerala was a relatively unknown destination, both within India and internationally. So how did Kerala manage to put itself on the map?

The credit goes to Kerala’s innovative marketing strategy, which has helped to transform Indian tourism forever.

Kerala’s marketing strategy can be traced back to the late 1990s when the state government decided to promote Kerala as a tourist destination. This was a bold move at a time when other states in India were still trying to recover from the aftermath of the terrorist attacks in Mumbai in 1993.

The state government started by setting up the Kerala Tourism Development Corporation (KTDC), which was tasked with promoting Kerala as a tourist destination both within India and internationally.

One of the first things that KTDC did was develop a new logo and slogan for Kerala – ‘God’s Own Country’. This simple but effective branding helped to raise awareness of Kerala as a tourist destination and establish it as a unique brand in the minds of potential visitors.

Next, KTDC set about promoting Kerala through various forms of advertising and marketing. This included everything from print ads and TV commercials to sponsorship deals and PR campaigns.

One of the most significant aspects of KTDC’s marketing strategy was its focus on digital marketing. In an era before social media, KTDC was one of the

 The History of Kerala’s Marketing Strategy 
Kerala, often referred to as God’s Own Country, is a state located on the southwestern Malabar Coast of India. Kerala is known for its tropical climate, its beautiful beaches and its backwaters. Kerala was one of the first states in India to develop a tourism policy and also one of the first to start actively promoting itself as a tourist destination.

Kerala’s first steps in this direction were taken in 1927 when the state established the Travancore State Manual Labour Corporation Limited (TSMLC) with the aim of providing employment to the unemployed and underemployed in the state. The TSMLC built roads, dams and canals, which improved infrastructure and made Kerala more accessible to tourists. In 1934, the TSMLC launched a publicity campaign to promote Kerala as a tourist destination. This campaign included distributing pamphlets and exhibiting films about Kerala in major cities in India and abroad.

The establishment of the first public sector undertaking in Kerala – the Kerala State Electricity Board – in 1957 also contributed to the development of tourism in the state by improving electricity supply, which was essential for running hotels and other tourism-related businesses.

The next major step taken by the Kerala government to promote tourism was the setting up of the Department of Tourism in 1967. The department was tasked with developing tourism infrastructure and launching promotional campaigns. It also started training programmes for tour guides and hotel staff. In 1969, Kerala became the first state in India to form a dedicated tourism promotion council – the Kerala Tourism Development Corporation (KTDC).

The KTDC built hotels, resorts and other tourism infrastructure, as well as launching promotional campaigns to attract visitors from all over India and abroad. One of their most successful campaigns was ‘Come To Kerala – God’s Own Country’, which helped put Kerala on the map as a must-visit tourist destination. The tagline was so popular that it is still used today.


How Kerala’s Marketing Strategy has Impacted Indian Tourism 

The above question has been doing rounds on social media and the internet for a while now. It all started with a post by a popular travel blogger, who was praising Kerala for its amazing marketing strategy that has resulted in a huge influx of tourists from all over the world. Kerala, popularly known as God’s Own Country, is a beautiful coastal state in India that is renowned for its stunning beaches, picturesque backwaters and serene hill stations.

Kerala’s marketing strategy is indeed commendable and has had a significant impact on tourism in India. The state government’s decision to appoint actor Mohanlal as the brand ambassador of Kerala tourism was a masterstroke. Mohanlal is a hugely popular actor in India and his popularity transcends age and regions. His endorsement of Kerala as a tourist destination helped the state gain immense visibility and reach out to a wider audience.

Another key aspect of Kerala’s marketing strategy is its use of social media platforms to reach out to potential tourists. The state tourism department has been very active on Twitter and Facebook, sharing beautiful photos and videos of Kerala that have tempted many people to visit the state. Besides social media, the state government has also released some very creative and catchy commercials that have further boosted the popularity of Kerala as a tourist destination.

All these initiatives taken by the Kerala government have resulted in a sharp increase in the inflow of tourists to the state. In 2017, Kerala welcomed more than 10 million tourists, which is a record number for any Indian state. This growth can be attributed to the well-executed marketing strategy of Kerala that has put the state on the global map.

 How Other States are Now Emulating Kerala’s Marketing Strategy

Travel and tourism are important contributors to Kerala’s economy. The state earned a total of INR 1,82,340 crore (US$ 27.61 billion) from domestic and foreign tourist arrivals in 2018. 

Kerala’s Tourism Vision Statement 2025 sets an ambitious target of making the state the top travel destination in India and among the top 50 must-visit places in the world. 

To achieve this, the state is implementing a number of initiatives, including a new marketing strategy that is being copied by other states.

Kerala’s new marketing strategy was launched in 2017 and focuses on promoting the state as a ‘responsible tourist destination’. The tagline ‘Your actions today will decide our tomorrow’ encapsulates the philosophy behind the campaign. 

The objective is to encourage sustainable and eco-friendly tourism practices that will not only benefit Kerala but also serve as a model for other destinations. 

The campaign has been very successful in raising awareness about responsible tourism and has resulted in a significant decrease in single-use plastic consumption in the state. 

Other states are now emulate Kerala’s marketing strategy in an attempt to boost their own tourism industries. Maharashtra, Karnataka, Tamil Nadu, and Andhra Pradesh have all launched similar campaigns with the goal of becoming more responsible tourist destinations. 

It is heartening to see that states are recognising the importance of sustainable tourism practices and working towards making their destinations more environmentally friendly. This bodes well for the future of tourism in India.