Kerala asks families to travel for togetherness

Kerala Tourism invites urban families to 'Come Together in Kerala' through its recent set of films that connect travel and togetherness.

The first film discovers how travel brings together two siblings, while the second one centres around the realisation of the family that living in an apartment together doesn't necessarily facilitate times of togetherness. The print campaign captures various moments of sheer joy as families do things together in Kerala’s green world. This is very much in line with recent studies that show that people travel nowadays to spend more time with their loved ones.

"Post pandemic, travellers are craving connection to the people and places around them. Making memories with family and friends was the second most popular reason for traveling."

For the domestic traveller, 2023 has been the first proper holiday season—after quite some years—unfettered by the pandemic. Work from home options disappeared, daily commutes, school buses, rush hours and all the familiar pressure points of urban life returned with a bang. With everything back to the grind, family members as usual have begun to spend less time with each other, lost in their worlds of work and school. It is this insight—of urban families living close together physically in an apartment while being lost in their own worlds—that is behind the new Kerala tourism campaign. It targets urban families with kids, reminding them of the importance of connecting to each other and spending time together in a natural setting far away from their familiar worlds of studies and work.

The new campaign films can be seen at https://youtu.be/5EEKaGjeOfg and https://youtu.be/KXww1tVhA0Q

Kerala as a destination brand has always leveraged relevant and topical insights drawn from the lives to connect with its traveller audience. Right through the different phases of the pandemic—even when leisure travel hit a massive roadblock, Kerala had been consistently communicating with its audiences.