Kerala Tourism - Branding a Tourist Destination

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Case Details:

Case Code : MKTG047
Case Length : 15 Pages
Period : 1990 - 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Kerala Tourism Ministry
Industry : Tourism
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Marketing India

India's initiatives to market itself to international tourists from countries such as the US, UK, Germany and France began in a structured manner only in the late-1990s. One of its first attempts was in the form of an advertisement campaign created by the New York based Oasis advertising agency...

Kerala - The ‘Place Promotion'Pioneer in India

Accepting the decline in the manufacturing and agricultural industries in the state (due to a large number of people going in for expatriate employment in the Gulf countries), the Kerala government realized the potential of tourism as a major revenue source. During the early and mid 1990s, Kerala's government concentrated on marketing attractions such as lagoons, lakes, canals, backwaters, boathouses and its 600-km coastline. (Refer Exhibit III for a tourist map of Kerala)...

Other States Join The ‘Brandwagon'

In the late 1990s, inspired by the ‘Kerala experience,'other Indian states such as Goa, Rajasthan, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu began taking steps towards branding and marketing themselves as tourist destinations. Goa, famous for its beaches and Portuguese architecture attracted tourists in large numbers during the winter season (November to March), as this was the best time of the year for enjoying the place...

Travelling Towards the Future

The Kerala government saw an opportunity in the marketing initiatives of other states as well. In 2002, it entered into a cross-promotional deal with Maharashtra to jointly attract domestic and foreign tourists and to apprise tourists of the tourism attractions and specialties of the other state.

Kerala's Tourism Minister, K V Thomas, and the Deputy Chief Minister of Maharashtra, Chagan Bhujbal, visited various Gulf countries to promote tourism for both the states...

Exhibits

Exhibit I: World's Top Tourist Destinations (1998)
Exhibit II: The Indian Tourism Industry - Problems Aplenty
Exhibit III: Tourist Map of Kerala
Exhibit IV: A Few Glimpses of Kerala's Tourist Attractions
Exhibit V: Kerala - Facts & Figures