Abstract

The case provides a detailed description of how Kerala, a small state situated in south India built a global reputation as a ‘brand’over the years, as a tourist destination. The state’s humble beginnings and its gradual attainment of the position of the world’s top 10 paradises is explored in this case. The different marketing initiatives and media mix used by the state for tourism promotion have been examined. The case also touches on the difference between the attempt to brand India as a tourist destination and Kerala’s initiatives to brand itself and attract tourists.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of branding for a tourist destination.

Keywords

Kerala, small state, south India, global reputation, brand, tourist destination, humble beginnings, gradual attainment, 10 paradises, marketing initiatives, media mix, tourism promotion, brand India, tourist destination