Kerala Tourism’s internationally-acclaimed ‘Human by Nature’ campaign won the prestigious PATA (Pacific- Asia Travel Association) Grand Award 2020 for Marketing. This gives a huge stimulus to tourism industry in the state which has been severely affected due to COVID-19 pandemic.
- Awards were announced during a virtual presentation ceremony in Beijing.
- Kerala has bagged one of the three PATA Grand Awards.
- This year’s PATA Gold Awards was supported and sponsored by the Macao Government Tourism Office (MGTO) for the first time.
Human By Nature Campaign
The idea of a new campaign was put forth by Kerala Tourism. It was then conceptualized and scripted by Stark Communications. The campaign showcases the culture and daily life of the people of Kerala. The campaign has helped in achieving Kerala’s record growth rate of 17.2 per cent in 2019 which stands to be the highest growth rate in tourism arrivals in 24 years. The campaign also helped in reviving the tourism sector after the Flood in 2018 and outbreak of Nipah virus there.
The PATA Grand Award
The PATA Gold Awards was incepted in 1984. It recognizes exceptional achievement in a variety of endeavors. It acknowledge and reward the very best of Asia Pacific’s travel industry. PATA Grand and Gold Awards winning projects has set industry standards for excellence and innovation, serving as examples for others to follow.
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