Kerala, situated on the tropical Malabar Coast of southwestern India, is one of the most popular tourist destinations in the country. It has been labeled as one of the ten paradises of the world by National Geographic Traveler. Kerala has achieved the status it enjoys today through its ecotourism initiatives. Growing at a pace of 13.31%, the state’s tourism industry is a major contributor to its economy. Most favored destinations of both Indians and non-Indians, Kerala is popular for its beaches, mountain ranges, backwaters and wildlife sanctuaries. Out of all the cities, Kochi is the most visited place in Kerala. What sets Kerala apart from the rest of the states in India is its focus on local culture, ecology, wilderness adventures, and personal growth. A lot of care is taken to make sure that the growing tourism does not affect the natural environment and doesn’t disrupt the cultural integrity of the local people. Throughout its tourism campaigns, Kerala tourist departments have focused on the natural beauty, the cultural heritage, the Ayurvedic treatments and spices.
The recently launches campaign called Kerala Tourism’s international Campaign with the tagline “Your moment is awaiting” focuses on capturing the soul of Kerala and is less on the commercial side. Travelers have claimed that something happens to them when they enter Kerala – it alters their mind space. There is a clear shift from the earlier focus on visiting the state to visiting yourself. The message of the ads revolves around coming to Kerala to find the peace in mind and to find you. In this fast moving world where people have no time to breathe, this positioning helps the state tourism a great deal. The campaign won 3 PETA Awards in 2011 for Marketing-Secondary Government Destination, Marketing Media-Travel Advertisement Broadcast Media and Marketing Media-Public Relations. International tourists visiting the state have increases by 11.18% and domestic tourists visiting the state have increased by 9.15%.