Tourism News

Kerala Tourism Wins PATA Gold for Social Media Innovation, Minister Riyas Accepts Award in Bangkok

Published in Newsletter Issue No. 385 - September 2025

Kerala Tourism has been honoured with the Pacific Asia Travel Association’s (PATA) Gold Award 2025 in the category of ‘Most Engaging Social Media Campaign,’ recognising its inventive approach to digital outreach. The award was presented at a glittering ceremony in Bangkok on August 27, where Shri P. A. Mohamed Riyas, Minister, Kerala Tourism, accepted the distinction on behalf of the state.

The award ceremony, held as part of the PATA Travel Mart at the Queen Sirikit National Convention Center, gathered tourism leaders and stakeholders from across the Asia-Pacific region. Kerala’s recognition came from a panel of 25 international experts who evaluated standout achievements in the travel sector.

In his remarks, Shri Riyas described the award as validation of Kerala Tourism’s effort to reinvent destination marketing for the digital age. He noted that by combining humour, cultural storytelling, and interactive content, the campaign succeeded in drawing global attention to Kerala’s diverse attractions. He also recalled that Kerala has received PATA honours in the past, underscoring the state’s long-standing commitment to sustainable and inclusive tourism growth.

The award-winning initiative gave Kerala Tourism a vibrant online identity, using memes and Kerala-rooted humour to spark conversation and engagement. Rolled out across Instagram, Facebook, X, and LinkedIn, the campaign reached more than 1.2 million users and generated close to 90,000 direct interactions. Beyond numbers, it inspired user-created content, viral sharing, and collaborations with influencers, firmly positioning Kerala as a trendsetter in digital tourism marketing.

Supporting Kerala’s presence at the Travel Mart, the state’s pavilion was inaugurated by Shri Nagesh Singh, India’s Ambassador to Thailand. Trade partners such as Kairali Ayurvedic Health Resort and Trip N Stay Holidays also participated, showcasing Kerala’s wellness and travel offerings. Additional Director (General) Smt. Sreedhanya Suresh IAS represented Kerala Tourism at the award ceremony.

The award once again places Kerala Tourism on the global map, showing how the state has combined cultural identity with modern outreach. It also underlines Kerala’s steady shift towards using digital tools to connect with travellers in more direct and effective ways.