Kerala Tourism Wins PATA Gold Award 2025 for Innovative Tourism Campaigns

Published: 18 Jul, 2025By Arun Joshi

India has solidified its position as a global tourism powerhouse by clinching two prestigious awards at the 2025 PATA Gold Awards, organized by the Pacific Asia Travel Association (PATA). Recognized for its innovative contributions to tourism marketing, India continues to captivate travelers worldwide with its rich cultural heritage, diverse landscapes, and creative promotional strategies. The winners, announced in July 2025, will be celebrated at the PATA Gold Awards 2025 Gala Dinner on August 27, during the PATA Travel Mart in Bangkok, Thailand.

The 2025 PATA Gold Awards will recognize India’s dual wins in the Marketing category. While Thailand and China will receive awards for their pioneering efforts, Thailand for its sustainability initiatives and China for its digital marketing campaigns.

Kerala Tourism’s Meme-led Makeover Campaign

In the “Most Engaging Social Media Campaign” category, Kerala Tourism stole the spotlight with its ingenious “Meme-led Makeover Campaign.” The campaign originated from an unexpected event in June 2025, when a British F-35 fighter jet made an emergency landing at Thiruvananthapuram International Airport due to technical issues. Stranded for weeks, the jet became an unlikely star in Kerala’s tourism narrative. The Kerala Tourism Department seized this opportunity, launching a series of humorous social media posts, including an AI-generated image of the jet surrounded by Kerala’s iconic coconut palms and lush greenery. The post, styled as a mock review from the jet itself, read, “Kerala is such an amazing place, I don’t want to leave. Definitely recommend.” This witty campaign went viral, generating significant global buzz and showcasing Kerala’s ability to transform an unforeseen circumstance into a marketing triumph.

The campaign’s success lies in its clever use of humor and relatability, resonating with audiences worldwide. By highlighting Kerala’s serene backwaters, vibrant culture, and warm hospitality, the campaign reinforced the state’s reputation as “God’s Own Country.” The viral nature of the posts, amplified by memes and user engagement, significantly boosted Kerala’s visibility, making it a standout winner at the PATA Gold Awards 2025. This achievement underscores Kerala’s innovative approach to social media marketing, setting a benchmark for creative tourism promotion.

India’s Growing Influence in Global Tourism

The PATA Gold Awards, evaluated from over 100 entries by 45 organizations and individuals, celebrate campaigns that drive tourism growth while promoting responsible practices. India’s success reflects its commitment to showcasing its cultural and natural treasures in ways that captivate global audiences. The awards also signal India’s growing influence in the Asia Pacific tourism sector, positioning it as a leader in innovative marketing and sustainable tourism.

As India tourism continues to shine on the global stage, these awards inspire confidence in its tourism industry. With such dynamic campaigns, India is poised to welcome millions of visitors, offering them unforgettable journeys through its cultural and natural wonders.