Kerala Tourism has launched a new campaign called ‘Look East’ to attract more foreign tourists. The campaign focuses on eight countries, including China and Australia. The goal is to increase tourism to the state, which is still struggling to recover from the pandemic.
Currently, foreign tourist numbers in Kerala are only 62% of pre-pandemic levels. In 2024, the state welcomed 7.38 lakh foreign tourists, down from 11.89 lakh in 2019.
The ‘Look East’ campaign aims to tap into the growing tourism markets in Asia. Despite China’s large share of the Asian tourism market, Kerala has seen very few visitors from there. The campaign also highlights Kerala as a wellness tourism destination.
To make travel easier, Kerala has created special travel itineraries for international tourists. Key transit hubs like Dubai and Doha are being promoted to connect travelers to the state. Tourism officials believe partnering with airlines in these regions will help attract more visitors.
The U.K. and U.S. remain Kerala’s top markets, contributing nearly 28% of total foreign tourist arrivals. However, Australia and Malaysia have recently entered the top 10 list, showing potential for growth in the eastern region.
Kerala’s efforts to revive tourism face challenges, but the ‘Look East’ campaign is a step toward rebuilding its international appeal.
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