Reaffirming the success of its strategy to connect with travellers through digital media, Kerala Tourism today won the coveted PATA Gold Award 2025 for the ‘Most Engaging Social Media Campaign’.

Minister for Tourism and Public Works Shri P.A. Mohamed Riyas received the prestigious honour at a glittering Pacific Asia Travel Association (PATA) award ceremony in Bangkok this evening, marked by the convergence of top tourism sector stakeholders from around the world.

The Minister received the award from Peter Semone, PATA Chair; Noor Ahmad Hamid, PATA CEO; and Macao Government Tourism Office representative Maria Helena de Senna Fernandes.

The PATA Gold Awards 2025 ceremony and gala dinner were hosted by the Pacific Asia Travel Association at the Queen Sirikit National Convention Centre in Bangkok, alongside the PATA Travel Mart.

PATA awards honour exceptional achievements in the travel and tourism industry in the Asia Pacific region. A distinguished panel of 25 independent experts evaluated the awards.

“Kerala Tourism ‘s efforts to engage domestic and international tourists on the diversity of Kerala’s tourist destinations through innovative and trending online content have yielded a massive response, and this award is a shining recognition of our efforts in that direction”, said Shri Riyas after receiving the award.

Kerala has previously been honoured with the PATA Gold Award. Which celebrates the success stories in sustainable and inclusive tourism development, the Minister added.

Smt. Sreedhanya Suresh IAS, Additional Director (General), Kerala Tourism, was also present on the occasion.

Shri Nagesh Singh, the Ambassador of India to Thailand, formally inaugurated the Kerala Pavilion.

Trade partners Kairali Ayurvedic Health Resort and Trip N Stay Holidays were part of the Kerala pavilion.

The Meme-based digital makeover of Kerala Tourism, blending humour, cultural relevance, and storytelling, has received widespread online engagement.

With a cross-platform rollout across Instagram, Facebook, X, and LinkedIn, the campaign generated a reach of over 1.2 million and more than 89,700 engagements, while also driving user-generated content, influencer collaborations, and viral success through relatable, Kerala-rooted humour.

By transforming traditional promotion into a two-way conversation, it effectively showcased Kerala’s natural beauty and rich traditions. Also, it set a new benchmark for interactive tourism marketing in the Asia-Pacific region.

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