Kerala Tourism partners with Malaysia Airlines for ‘Look East’ campaign

In a major push to attract visitors from East Asia, Kerala Tourism has partnered with Malaysia Airlines to roll out the ambitious ‘Look East’ campaign. The initiative was officially launched with a B2B meet and a specially organised familiarisation (FAM) trip involving tour operators and social media influencers from eight countries.

Tourism Minister P A Mohamed Riyas inaugurated the event, describing it as a strategic move to boost tourist arrivals from nations such as China, Japan, Malaysia, Australia, Indonesia, New Zealand, Vietnam, and Laos. “This collaboration with Malaysia Airlines marks a significant step forward in realising Kerala Tourism’s global expansion strategy,” said the minister. He emphasised that the partnership opens up new possibilities for reaching emerging markets in the East.

Tourism Secretary Biju K said, The ‘Look East’ campaign is designed as a mutually beneficial partnership. This is not just a promotional effort—it’s a collaborative venture involving airlines, the hospitality sector, tour operators, and local service providers.” He added that the campaign’s first phase includes hosting a 75-member delegation comprising influencers and 40 outbound tour operators from the target countries. The visitors will engage with local stakeholders, artisans, and cultural communities to gain a deeper understanding of Kerala’s tourism offerings.

Malaysia Airlines’ CCO, Dersenish Aresandiran, noted Thiruvananthapuram’s growing importance as a strategic outbound hub. He announced the airline’s plan to gradually increase flight frequency to the city, aiming for daily services in the near future. “This is more than just launching a route—it’s a long-term commitment to Kerala’s tourism growth. By connecting Kerala with East Asia, Australia, and beyond, we aim to highlight both Malaysian hospitality and Kerala’s unique charm, Dersenish said. He also mentioned that the airline has flown in its top global trade partners to experience Kerala firsthand, reinforcing its commitment to promoting inbound tourism via Kuala Lumpur. Malaysia Airlines continues to upgrade its services with advanced aircraft, diverse in-flight cuisine, seamless connectivity, and free Wi-Fi.

The event was attended by key dignitaries, including Thiruvananthapuram Mayor Smt Arya Rajendran, District Panchayat President P Suresh Kumar, Tourism Secretary Biju K, Malaysia Aviation Group’s Chief Commercial Officer Mr Dersenish Aresandiran, and Tourism Director Sikha Surendran.

Highlighting the enhanced regional access, Riyas said the initiative would strengthen connectivity with countries like Malaysia, Indonesia, Taiwan, Singapore, Thailand, Japan, Vietnam, Australia, and New Zealand. He called on industry stakeholders to make full use of the opportunity to attract more tourists from these markets. The minister also noted that Kerala’s Legislative Assembly had unanimously supported the initiative, cutting across political lines—a testament to its strategic importance.

Tourism Director Sikha Surendran presented an in-depth overview of Kerala Tourism, showcasing its wide range of attractions to the visiting delegation.

The ‘Look East’ campaign signals Kerala’s intent to explore new and emerging tourism markets in East Asia, moving beyond its traditional visitor base.