Dream Season: Kerala Tourism en-cashing on the monsoons

In 2005, Kerala Tourism first started talking about the glory of ‘when the heavens touch the earth’. This was the state’s first initiative towards promoting itself as a monsoon destination. Promoting Kerala in the rains was also an effort targeted at making the state a year round destination. Kerala pursued the concept of Monsoon Tourism put forth in the Confederation of Indian Industry’s (CII) report release at the same time.

The report highlighted the potential of states like Kerala and Goa to promote themselves as monsoon destinations as means to attracting tourists during the lean season. June to September is the lean season in the Indian market and also the rainy season in large parts of the country. Kerala initiated dedicated efforts to market the state as an attractive monsoon destination by creating special campaigns, packages and also giving a new spin to existing products.