Kerala launches "Look East" campaign to boost tourism

Kerala is launching a new campaign called "Look East" to boost foreign tourism. The state aims to attract visitors from eight eastern countries, including China and Australia. Currently, foreign tourist arrivals are only 62% of what they were before the pandemic. Tourism Minister P.A. Mohamed Riyas mentioned that Kerala has partnered with Malaysia's airlines to support this initiative. In April, 40 tour operators and 15 social media influencers from these countries will visit Kerala to promote its attractions. Kerala has traditionally not received many tourists from China, despite it being a major outbound travel market. Experts believe that better air connections could help increase visits. Previously, many foreign tourists visited Kerala as part of broader travel packages in India. A new "Kerala itinerary" is now available for foreign visitors. Arab countries, particularly Dubai and Doha, have become key transit points to Kerala. The state is also known for wellness tourism, which is attracting more foreign visitors. In 2024, Kerala recorded 738,000 foreign tourist arrivals, a decline from 1.18 million in 2019. The U.K. and the U.S. remain the top sources of tourists, making up 28% of arrivals. Australia and Malaysia are also gaining importance in the state's tourism landscape.