Tourism News

Kerala Tourism Wins Gold at PATA Awards 2025 for Viral Meme-Led Social Media Campaign

Published in Newsletter Issue No. 384 - August 2025

Kerala Tourism’s bold embrace of digital trends has been recognised on the global stage, with the department winning the prestigious Gold Award for ‘Most Engaging Social Media Campaign’ at the PATA Gold Awards 2025. The campaign, celebrated for its meme-led makeover, leveraged humour and cultural storytelling to create a dynamic online presence, reaching 1.2 million users and generating nearly 90,000 direct engagements across Instagram, Facebook, X, and LinkedIn.

The Pacific Asia Travel Association (PATA), which hosts the annual awards to honour excellence in the Asia-Pacific travel industry, praised Kerala Tourism for transforming traditional destination marketing into a vibrant, two-way conversation. Shri P. A. Mohamed Riyas, Minister, Kerala Tourism, highlighted the campaign’s ability to blend Kerala’s natural beauty and heritage with relatable, internet-savvy content, making the state appealing to everyone from Gen Z explorers to seasoned travellers.

By tapping into internet culture, Kerala Tourism’s team converted passive social media scrolling into meaningful interaction, driving a surge in user-generated content, influencer collaborations, and viral sharing. The campaign’s Kerala-rooted humour, coupled with its engaging storytelling, helped the brand connect with diverse audiences in a language that resonates with today’s digital natives.

Tourism Secretary K Biju noted that the campaign’s meme-led approach had not only enhanced engagement but also showcased Kerala as a creative, forward-thinking destination. Smt. Sikha Surendran, Director, Kerala Tourism, added that the global recognition affirms Kerala Tourism’s commitment to innovative digital outreach and positions the state as a leader in culturally rich, interactive travel marketing.

Founded in 1951, PATA stands as a key organisation promoting responsible tourism growth within and beyond the Asia Pacific, making Kerala’s recognition all the more significant on the world tourism map. The Gold Award will be formally presented at the PATA Gold Awards Gala Dinner, scheduled for August 27 during the PATA Travel Mart at the Queen Sirikit National Convention Center in Bangkok, Thailand.