Chennai - The 2010 UK Roadshow by Kerala Tourism concluded last week, taking in London and for the first time other major cities including Birmingham, Manchester and Glasgow. Feedback from British wholesalers indicated that despite the current economic climate a healthy level of consumer interest and enquiries for long-haul destinations, including Kerala was still there.
The roadshows which were conducted from March 15-18, provided 22 trade partners from Kerala with a platform to motivate and educate 270 wholesale industry partners, retail travel trade and independent travel counselors from the four cities. Director of Kerala Tourism, Mr M Sivasankar, who headed the delegation, said the roadshows were organised so as to sustain and boost the growing interest among British tourists. He added that appointments and functions during the roadshows will facilitate networking with industry decision makers and allow participants to solidify their relationships with key distribution partners.
"Faced with price wars on mass-market package-tour many tour operators in the UK outbound market have been refocusing their strategies on niche sectors. There is a growing trend where tour operators are moving steadily away from the congested short-haul market towards long-haul destinations and specialist holidays, such wellness, which is an excellent window for Kerala" Mr Sivasankar further iterated.
Mr Shilendran, Vice President Sales at CGH Earth, said that he was very impressed with the quality and the number of new contacts that he was able to make at the latest roadshows.
"Glasgow, Birmingham and Manchester are major cities in their own right, but we don't normally get the opportunity to interact with agents from these cities as the major travel forums are usually held in London. So this new direction to open up secondary cities to the Kerala trade is very useful," he added.
Mr.Riyaz Ahmed, MD Abad Group Hotels who is also the President of the Kerala Travel Mart Society said that the UK trade were also invited to be part of the next Kerala Tourism Mart which will take place later this year, to get a first hand feel for the destination and its products.
To further highlight Kerala in the cities where the roadshows took place, Kerala Tourism also used UK cabs in a high impact campaign where the cabs were wrapped in colourful visuals of Kerala, including the famous backwaters, houseboats, wildlife and art forms. With 120 Kerala branded cabs hitting the streets of Birmingham, Manchester and Glasgow, the campaign offers a new way to convey the State's attractions while directly connecting with potential visitors from key source cities in the UK.
Also for the first time in the UK, a consumer event was held in London targeting commuters at Victoria Station, the second busiest railway terminus in London. Live Kathakali and Mohiniyattam performances and the screening of a film on Kerala at the station drew large crowds who were mesmerized by the stunning dances. Commuters who were happily clicking their cameras away were treated to traditional Kerala snacks. Information kits, spices, brochures, t-shirts were distributed and a "Go Kerala" contest was also held with the winner getting free Kerala holiday packages. Jet Airways who partnered with Kerala Tourism in this event sponsored the free air tickets.
Trade partners who participated in the roadshows included Abad Group Of Hotels, CGH Earth, Fragrant Nature Retreat & Resort, Indian Tour Planners, Intersight Tours & Travels, Jayasree Travels, Kairali Ayurvedic Resort, Kumarakom Lake Resort, Marvel Tours, MIR Tours, Pioneer Personalized Holidays, Poomulli Aramthampuran's Ayurveda Mana, Ramada Resort, SITA World Travels, Somatheeram Ayurveda Resort, Spiceland Holidays, The Great India Tour Company, Thomas Hotels & Resorts, The Travancore Heritage, Uday Samudra Leisure Beach Hotel, Vythiri Resort and Kingfisher.
The United Kingdom, is Kerala's key source market. Arrival figures from the UK have been showing a steady growth, with 141,147 tourists visiting in 2008.
