The state now has redrawn its strategies and has begun promoting the rainy season as 'Dream season'.

In an innovative way to promote the state as all season destination, the 'Dream season' campaign was drawn up, says Tourism secretary, Dr V Venu. The state is targetting a 10 per cent increase in tourist arrivals this season compared to last year.

The unique programme, kicked off last year was well received. "We are evolving as we go," Dr Venu told PTI. This is a tactical campaign during offseason combining monsoon and the lean period which begins in May and lasts till September, he said.

The main thrust of the campaign is to position the state as a value for money destination. "During this time there will be intense competition from other destinations. We want the industry to offer better deals to the tourists and sweaten the proposal with many offers." Dr Venu said the main aim of the campaign was to dispel the notion that Kerala was an expensive destination. The industry has offered great deals, he said.

Great value packages ranging from Backwater houseboat cruises to Hill station holidays, Ayurvedic Rejuvenation packages to monsoon Honeymoon trips are being offered by the hotels, resorts and tour operators in the state. PTI