Sunday, March 23, 2025 Kerala Tourism is launching a unique marketing initiative called ‘Look East,’ targeting eight countries in the eastern region, such as China and Australia, to boost tourism to the state. Kerala is turning to the eastern region to revive its declining foreign tourist numbers, which currently stand at only 62% of the pre-pandemic levels. Kerala Tourism is launching a targeted marketing campaign called ‘Look East’ across eight countries, from China to Australia, with the aim of drawing more tourists to the state.
Despite China holding a significant share of the Asian tourism market, Kerala has seen minimal visitors from there. Kerala has introduced a dedicated ‘Kerala itinerary’ for international travelers, with Arab nations, particularly Dubai and Doha, serving as key transit hubs to the state. The region has also become a popular wellness tourism destination for foreigners.
Senior officials from the Tourism Department suggest that collaborating with airlines in select regions will help attract more visitors to Kerala. The U.K.
and U.S. remain the top two markets, making up nearly 28% of the state’s total tourist arrivals.
According to 2024 statistics, Australia and Malaysia have made it to the top 10 list of countries from the eastern region. However, Kerala continues to face challenges in regaining its pre-pandemic foreign tourist arrival numbers. The latest data reveals 7.
38 lakh foreign tourist arrivals in 2024, down from 11.89 lakh in 2.
