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Thiruvananthapuram, Jan 27, 2015: 
Aimed at promoting tourism in the state, the tourism department will launch ‘Visit Kerala 2015’ from April 1, according to Tourism Minister A P Anil Kumar.

“The main focus of Visit Kerala 2015 will be to strengthen promotion of tourism products including Ayurveda, Responsible Tourism, Spice Route and Muziris heritage,” he told reporters here on Monday. The department will host a tourism industrial meet to promote responsible tourism and encourage the participation of local communities in the tourism sector, he said.

“The meet will provide guidance to people on setting up home stays and villas with small scale investments,” he said. In the wake of the fresh initiative, Kerala Tourism will explore new markets in China and Sri Lanka. Aggressive campaigns targeting potential travellers in big traditional markets will be conducted in the UK, France and Germany through trade fairs and road shows, the Minister said. Consumer fairs and familiarisation trips will also be introduced in upcoming markets such as the US, he added.

Leveraging the increased air connectivity, a focused Ayurveda and monsoon campaign will be conducted in West Asia where 90 per cent of the diaspora are from Kerala.

Noting that Kerala’s unique product - Ayurveda - is marketed effectively in other countries like Sri Lanka, he said that more focus would be given to promotion of Ayurveda in other countries. “Kerala - Home of Ayurveda campaign will be launched in selected national and international markets like Germany,’’ Anil Kumar said. The department will promote Spice Route and Muziris heritage through an international campaign.

He also mentioned that adventure and cycling holidays would be promoted to attract youth and students.

“Visit Kerala Contest will be held for tourists holidaying in Kerala in 2015, with attractive gifts and complimentary holidays. Also, there will be social media and online campaigns to promote 2015 as the best time to visit the state, highlighting the festivals and events, along with the contests,” Anil Kumar said.

The Minister also noted the increase in the total number of hotel rooms in the state from 40,000 in 2010 to the present 75,000. “This is a good sign for the tourism sector in the state,” he said.

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