In a significant achievement for Indian tourism, Kerala Tourism has once again put India on the global tourism map by winning the prestigious Pacific Asia Travel Association (PATA) Gold Award 2024. This accolade recognizes the state’s innovative online contest, ‘Holiday Heist’, in the Digital Marketing Campaign category, further cementing Kerala’s position as a leader in creative tourism promotion.
The award was presented at a grand function in Bangkok on Wednesday, coinciding with the PATA Travel Mart 2024. The ceremony took place at the Queen Sirikit National Convention Centre (QSNCC) in the Thai capital, bringing together tourism industry leaders from across the Asia-Pacific region.
The award ceremony saw the participation of several notable figures:
Kerala Tourism stood out as the only destination from India to secure a PATA Gold Award this year. This achievement underscores the state’s commitment to innovative tourism promotion and its ability to compete on a global stage.
The ‘Holiday Heist’ campaign was a month-long, ground-breaking initiative launched by Kerala Tourism in July 2023. Its primary objective was to attract tourists through an engaging and thrilling bidding game.
The campaign was uniquely hosted on the Tourism department’s WhatsApp chatbot, Maya. This choice of platform demonstrates Kerala Tourism’s embrace of modern, accessible technology to reach potential visitors.
The ‘Holiday Heist’ campaign achieved remarkable engagement metrics:
These numbers highlight the campaign’s widespread appeal and effectiveness in capturing public attention.
The Pacific Asia Travel Association (PATA) is a renowned organization in the travel industry, known for recognizing excellence and innovation in tourism.
Winning the PATA Gold Award places Kerala Tourism in the international spotlight, validating its innovative approach to destination marketing.
The success of the ‘Holiday Heist’ campaign and its subsequent recognition encourage further investment in digital and interactive marketing strategies.
Such high-profile awards and innovative campaigns are likely to pique the interest of international travelers, potentially leading to increased tourist footfall in Kerala.
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