State lone entry from Asia in List prepared by U.K. travel association

Kerala Tourism has done it again. The Association of British Travel Agents (ABTA), the United Kingdom’s largest travel association and a trusted travel brand for more than 65 years, has listed Kerala as one of the “12 destinations to watch” for 2017.

God’s Own Country is the lone entry from Asia and is placed 8th in the Travel Trends Report 2017 of the ABTA, represented by 1,200 travel agents and tour operators, that sells £33 billion of holidays and other travel arrangements annually.

A houseboat on the backwaters has been featured on the cover of the 13-page report of the London-based ABTA. The U.K is the biggest source market for Kerala with 20% of tourist arrivals.

Andalucia is the first of the 12 destinations shortlisted and is followed by The Azores, Bermuda, Chile, County Kerry, Croatia, Denmark, Sardinia, South Africa, USA-The Southern States and Vietnam.

“We have identified a mix of destinations that are expected to capture the public’s imagination for a variety of reasons. Our choices are based on the best insider knowledge and are designed to inspire holidaymakers to try out new experiences and destinations or see old favourites through new eyes’, says ABTA Chief Executive Mark Tanzer in the report.

Pointing out the rich bounty of natural attractions, it says Kerala offers a multitude of experiences for holidaymakers. The ABTA has highlighted the unique geographic features and “extensive network of backwater lagoons, lakes, estuaries and canals which snake through the heart of this South Indian State.”

The info section has asked holidayers to seek advice from local travel agent/hotel or the authorities about alcohol prohibition. Principal Secretary V. Venu says it is a platform to build on for Kerala Tourism. President, Association of Tourism Trade Organisations India (ATTOI), Anish Kumar P. K. says it is a golden opportunity for the State to launch an aggressive marketing drive to take advantage of the ABTA listing.