“Discover the Magic of Kerala Tourism: The London Buses Campaign That’s Breaking the Internet!”

Experience Kerala’s Serenity Amidst London’s Hustle

For Malayalis residing in London, glimpses of the serene backwaters of Alappuzha are now a delightful part of their daily commute. This unique experience is courtesy of the Kerala Tourism Department, which has launched an ambitious global advertising campaign. Iconic double-decker buses and tube stations across London are now adorned with images of Kerala’s tranquil backwaters, proudly featuring the official Kerala Tourism logo.

A Viral Sensation Thanks to a Young Malayali

The campaign gained widespread attention when a 13-year-old Malayali boy, Ryan Ambattu, who lives in London, shared a video on his Instagram account, @ryan.ambattu.manathoor. Ryan captured the ad on a London city bus while singing a Malayalam song during a stroll through the city. The video went viral, racking up an impressive 4.6 million views on Instagram alone. Ryan expressed his pride in promoting Kerala tourism, stating, “I’m proud to be a Malayali, and I’m proud to promote Kerala tourism,” in a subsequent social media post.

Minister’s Endorsement and Call for Ideas

Tourism Minister P A Mohamed Riyas amplified the campaign’s reach by sharing Ryan’s video across his social media platforms. He praised the innovative approach to promoting Kerala tourism and invited the public to suggest new campaign ideas for international markets. “A new way of promoting Kerala tourism… our Alappuzha and Houseboat in London buses. Suggest new campaign ideas in the comment box that can be implemented in foreign countries,” read his post.

An Extensive Campaign Across Europe

The minister’s office revealed to TNIE that the Kerala Tourism Department has rolled out an extensive campaign across Europe to boost tourism. Pre-pandemic, Kerala welcomed around 1.2 million foreign tourists annually. However, these numbers dropped significantly due to the Covid-19 pandemic. Since taking office, Minister Riyas has led aggressive promotional efforts across Europe to attract tourists back to Kerala.

Remarkable Increase in Tourist Influx

Besides the advertisements on London buses, static displays have been installed at London tube stations. Launched in October 2023, the six-month-long campaign has received tremendous response. The influx of foreign tourists in late 2023 and early 2024 saw a remarkable increase compared to previous years, signaling the campaign’s success.

Kerala Tourism’s innovative approach has not only captured the hearts of London’s Malayali community but also showcased the beauty of Kerala’s backwaters to a global audience, promising a bright future for tourism in the state.