Kerala encourages families to travel together

Kerala Tourism invites urban families to 'Come Together in Kerala' with a new series of films that link tourism with togetherness.

The first video explores how travel brings two siblings together, while the second focuses on the family's realization that living in an apartment together does not necessarily encourage periods of togetherness. The print ad depicts numerous moments of pure joy as families interact in Kerala's green landscape. This is consistent with previous studies showing that people travel to spend more time with their loved ones.

"In the aftermath of the pandemic, travelers crave connection to the people and places around them." The second most popular motivation for traveling was to make memories with family and friends."

For domestic travelers, 2023 marked the first proper holiday season free of the pandemic in many years. Work-from-home alternatives vanished, and daily commutes, school buses, rush hours, and all the typical stressors of city life returned with a vengeance. With life returning to normal, family members have began to spend less time together, engrossed in their worlds of work and school. This insight—of urban families living physically close together in an apartment yet being lost in their own worlds—is at the heart of the new Kerala tourist campaign. It is aimed at urban families with children, reminding them of the need of interacting with one another and spending time together in a natural setting away from their usual surroundings.

You may watch the new campaign videos at https://youtu.be/5EEKaGjeOfg  and https://youtu.be/KXww1tVhA0Q.

Kerala has long used relevant and topical insights culled from people's lives to engage with its traveller audience. Kerala had been regularly connecting with its viewers throughout the various stages of the pandemic—even when leisure travel hit a big snag.