Date:06/11/2009 URL: http://www.thehindubusinessline.com/2009/11/06/stories/2009110652091700.htm

Back Kerala Tourism woos Scandinavian visitors

Road shows being held across the region.

Our Bureau

Kochi, Nov. 5 A travel delegation from Kerala is currently on tour in Scandinavia to promote the State as a preferred holiday destination.

Led by Mr M. Sivasankar, Director, Kerala Tourism, the delegation comprises 17 Kerala trade representatives, including hoteliers and tour operators. The delegation also carried out road shows in various Scandinavian countries that have been showing a high growth rate in arrivals to the State over the last few years but still remain largely untapped.

In 2008, Sweden showed a 103 per cent growth in tourist arrivals while Denmark showed a 46.3 per cent increase in arrivals over the previous year. Finland and Norway also show potential for growth for the State.

The first roadshow was kicked off in Oslo, Norway, earlier this week, followed by Copenhagen, Denmark and Helsinki, Finland.

A total of 59 major tour operators participated in the Helsinki roadshow, 56 in the Copenhagen roadshow and 49 in Oslo. All three cities are inaugural visits for Kerala Tourism and the trade.

Food festival

The last leg of the Scandinavian roadshow was held in Stockholm, Sweden. After the Stockholm roadshow, Kerala Tourism will be participating in two consumer activities in the city, including a 10-day ‘Delicious Kerala’ food festival and three days at the ‘Allt For Halsan’ (Health and Wellness) exhibition, where Kerala’s ayurveda will be showcased.

According to Mr Sivasankar, Scandinavia is a growing market for Kerala and the State is very keen to develop it.

The other markets are also showing a growing potential and the objective is to showcase Kerala and its trade to tour operators who have not yet migrated to selling Kerala, he said.

Kerala will be marketed as ‘The Home of Ayurveda’ at Allt for Halsan which is Sweden’s largest health event. More than 25,000 health-conscious people of all ages are expected to attend the exhibition from November 6 to 8.

The ‘Delicious Kerala’ food festival will be held till November 15 at four city restaurants in Stockholm.

Swedish diners will also get a chance to win free holidays to Kerala provided by Qatar Airways and Getaway, a Swedish tour operator, who are partnering Kerala Tourism in the food festival.