Tourism Sector

Kerala Tourism bags coveted awards


Mains Paper 2: IR | Important International institutions, agencies and fora- their structure, mandate.

From UPSC perspective, the following things are important:

Prelims level: PATA

Mains level: Enhancing Tourism Potential in Kerala



  1. Kerala Tourism’s efforts got an impetus after its innovative marketing campaigns won the entity two prestigious gold awards of the Pacific Asia Travel Association (PATA).
  2. Kerala Tourism got the first gold for its ‘Yalla Kerala’ print media campaign in the Gulf countries.

Yalla Kerala

  1. With the punch line, ‘Yalla Kerala,’ the campaign triggered a lot of interest for God’s Own Country as a tourism destination in the Gulf countries.
  2. It showcased the State’s greenery and backwaters, a different world from the Gulf, just four hours away.

Kochi-Muziris Biennale (KMB)

  1. The second gold award came for an innovative poster for the third edition of the Kochi-Muziris Biennale (KMB), the biggest contemporary art show in south Asia.
  2. The post titled ‘live-inspired’ featured a colourful boat and fishermen, and could be put up straight as well as upside down.


Pacific Asia Travel Association

  1. The Pacific Asia Travel Association (PATA) is a membership association working to promote the responsible development of travel and tourism in the Asia Pacific region.
  2. Founded in 1951, the PATA is a not-for profit association that is internationally acclaimed for acting as a catalyst for the responsible development of travel and tourism in Asia Pacific region.
  3. The PATA Awards are presented to outstanding entries in the principal categories of Marketing; Education and Training; Environment, and Heritage and Culture.
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