Kerala Tourism has declared the period from April 2015 to March 2016 as “Visit Kerala Year” and an array of activities have been planned for the year long programme. In the wake of the fresh initiative, Kerala Tourism will explore more new markets like China, Sri Lanka etc. 
Aggressive campaigns that target potential travellers in big traditional markets for Kerala will also be conducted in the United Kingdom, France and Germany through trade fairs and road shows. Leveraging the increased air connectivity, a focused Ayurveda and monsoon campaign will be conducted in the Middle East where 90% of the diaspora are from Kerala.
A comprehensive festivals and events calendar will be prepared and promoted through multiple channels, including India Tourism Offices and Indian embassies abroad. Kerala will be promoted as a major “Wedding and MICE destination” through online campaigns.
Kerala Tourism will also launch a new theme campaign to showcase Kerala and its unique attractions, to strengthen Kerala’s position as ‘God’s Own Country’ and to create a destination pull. Food festivals will be conducted in cities like Delhi and Mumbai to market Kerala’s authentic cuisine, one of the tourist attractions of the state.
Kerala Tourism Development Corporation (KTDC) will also come up with special discounted packages during the period. In the recent past, Kerala tourism has shown modest growth in tourist arrivals – the volume of foreign tourists to the state grew by 7.60 percent last year to 9,23,366 as against 8,58,143 in 2013.Domestic Tourist arrival to Kerala during the year 2014 stood at 116, 95,411 which was nearly eight percent improvement over the previous year figure.
