Novel campaign to woo tourists during monsoon

Kerala Tourism has rolled out ‘Come Out and Play’ campaign to attract holidayers to the State during the monsoon.

Through #COMEOUTANDPLAY challenge, the State will offer the holidayers a chance to rediscover nature, rekindle relationships, and reconnect with life by indulging in various activities such as trekking, Ayurveda massage, river rafting and numerous more.

The campaign idea mainly focuses on ‘PLAY’ in the context of families and, in-turn, reconnects the families, says Director of Tourism P. Balakiran. To promote the campaign and woo travellers during summer holidays, Kerala Tourism has been utilising various promotional tools. Besides television and print in the national markets, the campaign has been running in cinemas halls along with radio and digital campaign.

Kerala Tourism is targeting tourists from the potential domestic markets, including Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra, Delhi & NCR, Madhya Pradesh, Uttar Pradesh, Gujarat, Punjab, Rajasthan and West Bengal, says the Tourism Director.

Willing participants can engage in any outdoor activity such as hopping on one leg, slow cycling and crossing a log bridge and post the same on social media with #ComeOutandPlay. ​Lucky winners would be rewarded Come Out and Play merchandise.

Over the past few years, Kerala has received around 70,000 tourists from Saudi Arabia during the monsoon season that begins in June. High-spending tourists from Arab countries arrive here to experience the rains, undergo Ayurveda therapy, medical treatment and spend their vacations in the various destinations.

The state had hosted a total of 6,142,190 tourist arrivals during monsoon season of June-October in 2017 with an increase of 506,623 travellers compared to 5,635,567 tourist arrivals during monsoon season in 2016.