In a significant push to draw visitors from East Asia, Kerala Tourism has established a partnership with Malaysia Airlines to launch the ambitious ‘Look East’ campaign. The initiative was officially introduced during a B2B meeting, which included a familiarisation (FAM) trip for tour operators and social media influencers from eight countries.
Tourism Minister P A Mohamed Riyas inaugurated the event, calling it a pivotal strategy to enhance tourist influx from countries including China, Japan, Malaysia, Australia, Indonesia, New Zealand, Vietnam, and Laos. He remarked, “This collaboration with Malaysia Airlines is a major leap in executing Kerala Tourism’s global expansion plan,” highlighting the partnership’s potential to tap into emerging markets in the East.
Tourism Secretary Biju K stated, “The ‘Look East’ campaign is not merely a promotional effort but a synergistic venture between airlines, hospitality, tour operators, and local service providers.” The campaign’s first phase aims to welcome a 75-member delegation of influencers and 40 tour operators, who will collaborate with local stakeholders, artisans, and cultural groups to thoroughly understand Kerala’s tourism offerings.
Dersenish Aresandiran, CCO of Malaysia Airlines, acknowledged Thiruvananthapuram’s growing significance as an outbound hub. The airline intends to gradually enhance flight frequency to the city, with aspirations for daily services soon. “This is not just about launching a route—it’s a long-term commitment to Kerala’s tourism development. By linking Kerala with East Asia, Australia, and beyond, we aim to showcase both Malaysian hospitality and Kerala’s unique appeal,” Dersenish mentioned. He also noted that the airline has invited its top global trade partners to experience Kerala directly, reaffirming its dedication to enhancing inbound tourism via Kuala Lumpur.
The event also saw the presence of key dignitaries, among them Thiruvananthapuram Mayor Smt Arya Rajendran, District Panchayat President P Suresh Kumar, Tourism Secretary Biju K, Malaysia Aviation Group’s CCO Mr Dersenish Aresandiran, and Tourism Director Sikha Surendran.
Minister Riyas pointed out that this initiative will improve connectivity with nations like Malaysia, Indonesia, Taiwan, Singapore, Thailand, Japan, Vietnam, Australia, and New Zealand. He encouraged industry stakeholders to leverage this opportunity to attract more tourists from these regions. The minister also highlighted that Kerala’s Legislative Assembly had unanimously supported this initiative, transcending political divides, underscoring its strategic importance.
Tourism Director Sikha Surendran provided a detailed overview of Kerala Tourism, showcasing its extensive array of attractions to the visiting delegation.
The ‘Look East’ campaign marks Kerala’s intent to explore new tourism markets in East Asia, moving beyond its conventional visitor base.
