In a bold move to strengthen its presence in East Asia, Kerala Tourism has joined hands with Malaysia Airlines to launch the ‘Look East’ campaign—a strategic initiative aimed at forging new alliances and attracting tourists from key Asian markets including China, Japan, Vietnam, and Malaysia.
The campaign marks a significant milestone in Kerala’s efforts to diversify its tourism base by reaching beyond traditional visitor demographics. By leveraging Malaysia Airlines’ extensive network and influence in East Asia, the collaboration seeks to put Kerala on the map for travelers seeking rich culture, wellness experiences, and natural beauty.
At the heart of the initiative is a customised familiarisation (FAM) trip designed for influential tour operators and travel content creators from eight countries across Asia and Oceania. The trip is being supported by a B2B networking event, connecting Kerala’s tourism stakeholders with international partners to build meaningful commercial ties.
During the launch of the initiative, Kerala Tourism Minister P A Mohamed Riyas highlighted the unified political support the campaign has received, noting that members of the state’s legislative assembly—regardless of party affiliation—applauded the forward-thinking strategy.
“This is a major step forward in strengthening Kerala’s tourism visibility across East Asia,” Riyas said. “We’re opening new doors with markets that hold great potential for sustainable growth.”
The campaign aligns closely with the Government of Kerala’s broader ‘Look East’ policy, which seeks to build diplomatic, trade, and tourism bridges with eastern and southeastern nations. An informative presentation led by Sikha Surendran highlighted Kerala’s diverse tourism portfolio, from Ayurveda and ecotourism to backwater cruises and heritage travel.
Additional insights were shared by Swaminathan S, Secretary of the Kerala Travel Mart Society, and Prasad Manjali, Secretary General of the South Kerala Hoteliers Forum, both emphasizing the long-term impact of the initiative on the hospitality industry.
With industry leaders, hotel representatives, and tour operators in attendance, the campaign’s launch marks the beginning of a new chapter in Kerala’s international tourism strategy—one that looks decisively East.
