Kerala - Thiruvananthapuram   

Novel initiative to market a lean season launched

S. Anil Radhakrishnan

AFTER A DOWNPOUR: A scene from the Sanghumugham beach in the capital after a heavy spell of rain recently. Photo: C. Ratheesh Kumar

THIRUVANANTHAPURAM: Monsoon rejuvenates the environment, nourishes the land and replenishes the waterways of God's Own Country. Kerala Tourism has come up with campaigns to sell the lean April-September period and convert the State into a `land for all seasons'.

Kerala is the first State to get drenched in the southwest monsoon and efforts of the stake-holders to attract tourists during the monsoon months has succeeded to an extent.

Two annual monsoons, the southwest monsoon and the northeast monsoon or retreating monsoon, -- hit Kerala. The southwest monsoon that commences in June and goes on till August is stronger in intensity.

It is during the June-August period that Malayalis go in for their annual rejuvenation therapy. Known as `Oushadha masam', ancient texts recommend the cool season as the best time for undertaking ayurvedic treatments to rejuvenate body, mind and soul. Over the years, the number of tourists who visit the State to undertake the rejuvenation therapies are on the increase. Domestic tourists from the north and tourists from West Asia also flock to Kerala to escape from the summer heat.

The tourism authorities have now come up with a first-of its-kind initiative called `Dream Season' to convert the traditional off-season into a season of opportunity for the holidaymaker.

This is the latest project under Synergy, Kerala Tourism's highly acclaimed and successful public-private partnership programme. The campaign stemmed from the concern that despite the impressive growth rates, Kerala was still a seasonal destination.

"This innovative marketing initiative will go a long way in sustaining the growth rates and transforming Kerala into a land for all seasons," says Secretary, Kerala Tourism, V.Venu.

An exclusive microsite, www.keralatourism.org/dreamseason has been launched to feature the packages offered by hoteliers and tour operators and to enable travellers to browse and take their pick.

A new SMS-based response system had also been introduced and information can be gathered from Kerala Tourism's Toll free Infoline 1-800-425-4747.

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