Kerala Tourism stages a successful road show at Milan
The road show held by Kerala Tourism on the 5th of February at La Posteria, Milan witnessed an impressive turnout of tourism service providers. Attended by 143 delegates including tour operators and travel media from Milan, the event proved to be a winner, especially in terms of the enthusiasm and response it generated.
In the last few years, Kerala has come out as one of the top destinations in Asia, and this is reflected in the new surge of tourist arrivals from Italy. The Italians are increasingly becoming fascinated with God’s Own Country – its awe-inspiring greenery, its rich culture and vibrant tradition of Ayurveda. It was this growing tourist arrival that inspired the Department of Tourism to organize a road show at Milan. Representing Kerala were Dr. Venu V., Secretary, Kerala Tourism and 14 trade partners.
At the event, a bouquet of refreshing products triggered much interest among the trade in Milan. Comprising 51 tour operators and travel organizers, 8 business travel and service providers, 28 publishers/ travel magazine representatives and 15 incentive houses, the show was termed a huge success by the delegates from Kerala. In the business session that was part of the show, major Italian tour operators like Adesso Viaggi and Carlson Wagon Lit Travel, Incentive house operator Playmondo Incentive, Media house Gente Viaggi and Ed. Conde Nast, Business Travel Dataware Group Italia etc. held discussions with Kerala Tourism representatives.
“Italy is presently ranked among the top five markets for Kerala Tourism and we are taking a lot of effort to consolidate, sustain and build on this,” said Dr. Venu. The road show at Milan was preceded by the FITUR trade meet held at Madrid, Spain from January 30th to the 3rd of February. Spain is also yet another lucrative market for Kerala, having recorded a 100% growth in the last five years.
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