Kerala Tourism’s marketing campaign ‘Make up for lost time’ wins PATA Gold Award

The prestigious award would be presented at the International Exhibition Convention Centre (IECC), Pragati Maidan, New Delhi, on 5 October during the PATA Travel Mart 2023.

Tourism Minister PA Mohamed Riyas said the award was in recognition of Kerala Tourism’s aggressive promotional campaign to woo back tourists who were confined to their homes for a long period following the pandemic outbreak.

“Our campaign idea, ‘Make up for lost time, pack up for Kerala’, was simple and direct, and yet quite innovative, eloquently conveying the sentiments of the people during the transition to normalcy,” he said.

“The line also exhorted everyone to regain their fun and freedom in one of India’s best-known destinations,” Riyas added.

Kerala Tourism’s ‘Pack Up for Kerala’ campaign won the 2023 Pacific Asia Travel Association (PATA) Gold Award. Aimed at an audience transitioning to normalcy post-COVID, it exhorted everyone to regain their fun and freedom in one of India’s best-known destinations.#Kerala tourism

— PA Mohamed Riyas (@riyasdyfi) August 26, 2023

Also Read: Kerala’s Maravanthuruthu won big at World Travel Mart in London

Targeting the transition

Kannur beach. (Kerala Tourism/ Facebook)

The campaign signalled a major shift by targeting the young crowd, exhorting them to savour the beauty of Kerala in a natural setting, be it adventure or leisure.

Tourism Secretary K Biju said the campaign played a key role in ensuring a massive uptick in the number of domestic tourists, and there were clear indications that the ongoing year would create a new record in the footfalls of visitors from within the country.

Tourism Director PB Nooh said that the international honour came at a time when the state has clocked a record in domestic tourist arrivals and there was a steady increase in the arrival of holiday-makers from all key markets around the world.

Past accolades

In November 2022, Kerala won a tourism award at the World Travel Mart in London.

Waters of Maravanthuruthu. (Kerala Tourism/ Facebook)

The “Water STREET” project undertaken by Kerala Tourism’s Responsible Tourism Mission at Maravanthuruthu grama panchayat in Kerala’s Kottayam district, won the award.

The award was for “conserving water and improving water security and supply for neighbours”. As part of the project, 18 canals, three rivers, and a backwater stretch flowing through Maravanthuruthu were rejuvenated.

Minister Riyas then said the Water STREET project showed the world that tourism could be a tool for water conservation if connected with local economic development.

STREET, or Sustainable Tangible Responsible Experiential Ethnic Tourism Hubs, is a “participatory tourism development project” and one of the major initiatives of the responsible Tourism Mission of Kerala Tourism.

As per the plan, STREET would be implemented in 10 specially selected places of the state based on the World Tourism Organisation’s (UNWTO) new tourism motto, “Tourism for Inclusive Growth”.

Also Read: Kerala in NY’s ’52 Places to Go in 2023’ list

On NYT list

In January 2023, another feather was added to Kerala’s tourism cap.

A New York Times (NYT) article included, “God’s Own Country” in its ‘52 Places to Go in 2023’ list.

The NYT listicle, which ranked Kerala 13, also lauded the state as a “Responsible Tourism Destination”.

Speaking to South First, Riyas said, “New York Times and other international recognitions are a big boost for our morale. In the last year, the number of domestic tourists coming to Kerala is at an all-time record.”

“In 2023, we will our push caravan, responsible and experiential tourism initiatives. This will be done with the active participation of the people of the state as we want them to feel that they are the hosts,” he added.

(With inputs from PTI)