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Kerala Tourism bags three PATA Gold Awards 2019
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Kerala Tourism bags three PATA Gold Awards 2019

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An ethnic restaurant at Kumarakom, launched as a women empowerment initiative under the Responsible Tourism Mission, has fetched a prestigious 2019 Pacific Asia Travel Association (PATA) Gold Award for Kerala Tourism. The state tourism board has also won two more gold for its innovative marketing campaign and the website.

The award for the ethnic restaurant was in the category of Women Empowerment Initiative. The two other gold gongs for Marketing Media were for Kerala Tourism’s ‘Come Out and Play Campaign’ (in Travel Advertisement Broadcast Media category) and for its website, www.keralatouirsm.org (in Website category), respectively.

The highly-contested awards, selected by an eminent international jury, will be presented at a glittering function in Nur-Sultan (Astana), Kazakhstan on September 19 during the PATA Travel Mart 2019. This year’s awards attracted 197 entries from 78 organisations and individuals worldwide.

“By bagging the three prestigious PATA gold awards this year, Kerala has sent out a strong message to the world about its burgeoning touristy appeal. The awards are particularly satisfying as these come in the wake of widespread but largely unfounded apprehensions about the state’s preparedness to receive guests due to last year’s devastating floods,” said Kadakampally Surendran, Kerala Tourism Minister. “It will bolster our efforts for successful branding of the state in a highly competitive global marketplace.”

Rani George, Kerala Tourism Secretary said the rich haul of PATA Gold awards for yet another year is a robust validation of Kerala’s image as an enchanting tourist destination. “It will go a long way in showcasing the charms of the state to a wider international audience. It is also a validation of our cutting edge marketing techniques to position Kerala as a tourist-friendly destination,” she added.

P Bala Kiran, Kerala Tourism Director said that over the years PATA awards have emerged as a prestigious recognition of achievements in the travel and tourism sector. “The three gold awards are yet another acknowledgement of our attempts and commendable success. It will give more traction to the destination pull of Kerala and elevate the state into a coveted destination for the inbound tourism market,” he noted.

In a bid to attract more footfalls in the state during the monsoon season, Kerala Tourism has launched the ‘Come out and Play’ campaign, offering tourists a wide array of options to rediscover nature by activities. These include trekking, Ayurvedic massage, river rafting, yoga lessons, sleeping in a beachside shack, visiting a spice plantation, learning the basics of Kerala cuisine, surfing the waves on a multi-coloured surfboard, climbing a coconut tree, and sailing on a houseboat.

The innovative campaign also encourages tourists to engage in some activity with their friends/family. It can be a parking lot cricket match, hopping on one leg, slow cycling, or crossing a log bridge without falling off. They can photograph or film their challenge, and share it on social media and tag those whom they would like to challenge to come out and play.

As for the gold award-winning website, www.keralatourism.org has been constantly evolving to leverage the state’s unique destination pull and brand appeal to woo visitors in the digital space. Several international search engines have ranked it as the first site for information on Kerala since 2003. The portal got an all-time high traffic in 2018-19, receiving 10,252,887 visits/sessions from 71,32,491 users. It now competes with the tourism websites of countries like Hong Kong, New Zealand, South Korea, and Australia for higher ranking.

PATA Gold Award 2019
Women Empowerment Initiative
Ethnic Restaurant at Kumarakom
Kerala Tourism, India

PATA Gold Award 2019
Marketing Media – Travel Advertisement Broadcast Media
Come Out and Play Campaign
Kerala Tourism, India

PATA Gold Award 2019
Marketing Media – Web Site
www.keralatouirsm.org
Kerala Tourism, India