Reinventing God's own country: Kerala Tourism reaches out to millennials

Kerala Tourism looks to brand the state as the ayurveda and adventure destination of the world

One of the earliest to jump into the destination branding game in India, Kerala Tourism is spicing up its offering. Keen to attract the local millennial traveller and expand the tourist circuit within the state, it is promoting the state as a hotspot for unique experiences. To get more international tourists in, it is developing the backwaters as the focal point for adventure and leisure tourism.
 

P Bala Kiran, director, Kerala Tourism Department says that the state wants to reinvent itself for the millennial. He says that while Kerala is a familiar brand for tourists across the world, it is