Table of Contents

1. What was Kerala Tourism’s 2024 campaign about?
2. When did this destination branding campaign take place?
3. What were the key challenges for Kerala Tourism?
4. What was the PR strategy for destination branding?
5. What was the core message of this campaign?
6. How was the campaign executed across channels?
7. What impact did the destination branding campaign have?
8. What can PR students learn from this campaign?
9. Why was Kerala Tourism’s branding campaign so successful?
10. What makes this destination branding effort stand out globally?

Destination Branding Case Study

What was Kerala Tourism’s 2024 campaign about?

In 2024, Kerala Tourism unveiled a refreshed destination branding campaign titled “God’s Own Country 2.0”. The initiative responded to the changing preferences of post-pandemic travellers. With wellness, eco-tourism, and slow travel gaining prominence, the campaign repositioned Kerala as India’s ultimate wellness and sustainability destination.

By using influencer travel stories, immersive content, and global media partnerships, the campaign reinvigorated Kerala’s international appeal. It attracted conscious travellers looking for health, culture, and authentic nature experiences. This destination branding effort was not only timely but also showcased Kerala as a leader in progressive and eco-conscious tourism.

When did this destination branding campaign take place?

The campaign rolled out in phases throughout 2024:

• January–February 2024: Research into global travel trends like sustainability, wellness, and remote work.
• March 2024: Teaser visuals highlighting Kerala’s backwaters, Ayurveda retreats, and hill stations on social platforms.
• April–August 2024: Full-scale campaign launch featuring influencer collaborations, digital films, and international media partnerships.
• September 2024 onwards: Seasonal pushes for monsoon Ayurveda packages, eco-stay promotions, and wildlife sanctuary tours.

This phased approach allowed Kerala Tourism to build anticipation and sustain audience engagement across markets.

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What were the key challenges for Kerala Tourism?

Kerala Tourism had to overcome several hurdles:

• Declining foreign tourist arrivals due to global restrictions and cautious spending.
• Intense competition from Indian states like Goa and Uttarakhand, as well as neighbouring countries like Sri Lanka.
• Perception shift: Moving beyond the stereotypical image of houseboats and backwaters towards a wellness and eco-tourism identity.

Hence, the challenge was not just to revive interest but to reframe Kerala as a rejuvenating and premium travel choice for modern tourists.

What was the PR strategy for destination branding?

The “God’s Own Country 2.0” campaign adopted a storytelling-first strategy. Kerala Tourism focused on three core pillars:

1. Wellness Tourism Focus: Positioned Kerala as India’s wellness sanctuary with Ayurveda retreats and yoga resorts.
2. Sustainable Tourism Narrative: Highlighted eco-friendly stays, village circuits, and ethical wildlife tours.
3. Influencer-Led Storytelling: Collaborated with global and Indian travel influencers to create authentic travel diaries.

Additionally, international press partnerships with BBC Travel, Conde Nast Traveller, and Lonely Planet brought Kerala into global conversations on wellness and eco-tourism.

What was the core message of this campaign?

The intended message was clear: “Kerala heals your body, mind, and spirit—experience nature’s luxury in its purest form.”

This destination branding approach positioned Kerala as India’s flagship wellness destination. It resonated strongly with millennials, Gen Z, and international audiences looking for conscious travel experiences.

How was the campaign executed across channels?

The campaign’s execution strategy was multi-dimensional:

• Digital Films: Short films on YouTube and Instagram showcasing Ayurveda healing retreats, eco-stays, and culinary trails.
• Influencer Collaborations: Partnerships with influencers like Bruised Passports and Eva Zu Beck reached millions of followers.
• Press Outreach: Features in Conde Nast Traveller’s “Top 10 Wellness Destinations for 2024” and BBC Travel’s coverage of monsoon Ayurveda packages.
• Events and Tie-ups: Showcased Kerala at FITUR Madrid and ITB Berlin 2024 with wellness-themed pavilions.
• Social Media Challenges: #GodsOwnCountry2.0 campaign invited user-generated content, which organically amplified Kerala’s brand visibility.

This seamless blend of online and offline channels ensured a holistic audience reach.

What impact did the destination branding campaign have?

The results were remarkable:

• Tourism Growth: International arrivals increased by 18% in Q2 2024, with domestic bookings for wellness retreats rising by 27%.
• Digital Engagement: Over 50 million video views across platforms. The hashtag #GodsOwnCountry2.0 generated over 100,000 posts within six months.
• Brand Perception: Surveys showed a 25% increase in Kerala’s appeal among Indian Gen Z travellers.

Kerala Tourism also won “Best Destination Branding Campaign” at PR Awards Asia and SABRE South Asia 2024.

Read More: Scent of a Brand: Is Smell-Based PR Possible in a Digital-First India?

What can PR students learn from this campaign?

This campaign provides critical insights into destination branding:

• Reinvent legacy branding to suit changing consumer behaviours.
• Focus on wellness and sustainability as enduring themes.
• Authentic influencer collaborations drive greater trust than traditional advertising.
• Balance localised messaging with global aspirations.
• Invest in experiential PR to create living, shareable content.

Tourism branding consultant Viraj Patel rightly observed: “Kerala didn’t just promote backwaters—they sold balance, restoration, and purpose. It was a cultural reset.”

Why was Kerala Tourism’s branding campaign so successful?

Kerala Tourism’s success lies in its ability to combine strategic foresight with flawless execution:

• Focused on relevant trends like wellness and eco-tourism.
• Delivered authentic storytelling through influencers and user-generated content.
• Used a balanced channel strategy for both Indian and global audiences.
• Backed up marketing messages with real improvements in eco-tourism infrastructure.
• Showcased Kerala’s beauty in a way that felt premium yet accessible.

This holistic approach made the campaign a benchmark for tourism boards worldwide.

What makes this destination branding effort stand out globally?

Kerala Tourism managed to revitalise a legacy slogan for a new generation of travellers. By blending influencer marketing, global press outreach, and government-backed initiatives, it successfully transformed Kerala into a premium wellness and eco-tourism hub.

This case study is now a model for rebranding destinations in emerging markets, particularly in a post-pandemic travel context.

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