Kerala is will be focussing on the domestic market for the upcoming season. In 2009, the state observed a lull in the number of foreign tourists and as a precautionary measure this time, the focus is on domestic tourism.
In a marked shift in strategy, Kerala tourism this year seems to have come over its obsession towards foreigner-centric advertisement and moved on to campaigns attracting the domestic tourists. "The earlier divide between international marketing and domestic marketing would have been 70% and 30% respectively. Today, our marketing budgets would be roughly 50:50.
This is significant as we believe we have to expand our footprint within the country," said Dr V Venu the Tourism Secretary of government of Kerala.
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