Malaysia, India, China, Japan, Indonesia, Vietnam, Laos, Australia, and New Zealand Unite for Kerala Tourism’s ‘Look East’ Campaign in Thiruvananthapuram - Travel And Tour World (2025)

Sunday, April 13, 2025

In a major tourism development that signals Kerala’s pivot toward non-traditional markets, Kerala Tourism, in partnership with Malaysia Airlines, launched the ‘Look East’ campaign aimed at boosting tourist arrivals from East Asia and the Pacific. The collaborative campaign officially kicked off in Thiruvananthapuram with a B2B meet and FAM trip (familiarisation tour) for leading tour operators and social media influencers from eight countries.

Unveiling the initiative, P. A. Mohamed Riyas, Kerala’s Minister for Tourism, called the campaign a “strategic step” to expand Kerala’s global outreach. He emphasized that the partnership will enable Kerala to establish deeper travel and trade ties with countries like China, Japan, Malaysia, Australia, Indonesia, New Zealand, Vietnam, and Laos.

FAM Trip and B2B Meet to Anchor New Market Engagement

At the heart of the ‘Look East’ campaign is a specially designed FAM trip, featuring a delegation of nearly 75 travel professionals and influencers. This group includes 40 outbound tour operators from the eight targeted countries. According to officials, the itinerary includes immersion in Kerala’s cultural, natural, and community-driven tourism offerings, with planned interactions between delegates and local artisans, heritage workers, and tourism stakeholders.

The accompanying B2B meet was designed to foster strategic tourism collaborations, offering Kerala-based hoteliers, DMCs, and service providers direct access to potential international partners.

Wider Connectivity to Asia-Pacific Gains Momentum

The event also highlighted Thiruvananthapuram’s emergence as a Southeast Asian aviation hub, thanks to enhanced connectivity through Malaysia Airlines. The airline, already the first premium Southeast Asian carrier operating wide-body aircraft to the Kerala capital, announced plans to increase flight frequencies to four or five services per week, with an eventual shift to daily operations.

Dersenish Aresandiran, Chief Commercial Officer at Malaysia Aviation Group, underscored the airline’s commitment to Kerala, stating that the partnership is “more than just route development” — it represents a long-term investment in the state’s tourism potential. The goal, he said, is to connect Kerala with Malaysia, Indonesia, Taiwan, Singapore, Thailand, Japan, Vietnam, Australia, and New Zealand, showcasing Malaysian hospitality and Kerala’s experiential tourism side by side.

Tourism Industry Welcomes Shift Toward Emerging Asian Markets

The campaign drew praise from state tourism leaders. Biju K, Secretary of Kerala Tourism, stressed that the ‘Look East’ initiative is conceived as a “win-win partnership” rather than a one-sided promotional exercise. He noted that the collaboration includes not just government and airline cooperation but also active roles for hotels, tour operators, and service providers on both sides.

“This campaign aims to increase awareness about Kerala’s tourism potential in East Asia and the Pacific,” Biju explained. “By welcoming this delegation and creating B2B channels, we are building lasting relationships and expanding market access.”

Kerala Tourism’s Directional Shift Receives Political Backing

Minister Riyas noted that Kerala’s Legislative Assembly unanimously praised the campaign, recognizing its significance in shifting the tourism narrative beyond traditional source markets like the Middle East and Europe. He emphasized the need for industry stakeholders to seize the moment and make Kerala a top choice for travelers across Asia-Pacific.

Also attending the event were Arya Rajendran, Mayor of Thiruvananthapuram Corporation; P. Suresh Kumar, President of the District Panchayat; Sikha Surendran, Director of Kerala Tourism; and representatives from local tourism bodies including the Kerala Travel Mart Society and the South Kerala Hoteliers Forum.

Kerala’s ‘Look East’ Strategy to Define Future Travel Engagement

The ‘Look East’ campaign is a clear indicator that Kerala Tourism is shifting gears, choosing to focus on emerging markets that align with current aviation trends and traveler interests. This shift is also in line with India’s broader diplomatic and economic engagement with East Asia, giving Kerala a distinct edge in regional tourism development.

As Malaysia Airlines positions Thiruvananthapuram as a strategic outbound and inbound hub, Kerala is poised to leverage this connectivity to boost arrivals from countries with rising outbound travel trends, such as Vietnam, Indonesia, and Laos, as well as long-haul markets like Australia and New Zealand.

Key Outcomes and Tourism Impact

• Strategic partnership between Kerala Tourism and Malaysia Airlines under ‘Look East’ campaign
• FAM trip includes 75 delegates from eight Asia-Pacific countries
• B2B meet connects Kerala stakeholders with East Asian travel buyers
• Flight frequency upgrades planned by Malaysia Airlines to Thiruvananthapuram
• Enhanced market access to Malaysia, Indonesia, Taiwan, Singapore, Thailand, Vietnam, Australia, and New Zealand