To woo more tourists from the UK, Kerala will showcase its unique products, including its culture, cuisine, backwaters and Ayurveda, at the Mayor of London Event, a cultural extravaganza on October 11.
The event is being organised by Kerala Tourism, in association with the Indian High Commission in Britain, a press release said.
Kerala Tourism Minister A P Anil Kumar said the participation would be part of Visit Kerala - a joint initiative by the Kerala Tourism and the state's tourism industry.
"We consider this opportunity as an ideal platform to market our state by exhibiting our unique products, including performing arts and culture, cuisine, natural splendour, Ayurveda and backwaters", he said.
"Visit Kerala 2015" was launched in April this year during "Vishu", a festival marking the start of the Malayalam New Year. Having gone on to showcase Kerala's unique tourism products, it has now taken Kerala to a different league in the global tourist map by offering exciting deals, offers and new travel experiences to travellers.
"Another initiative as part of the Visit Kerala is to establish communication on a regular basis with various foreign Ambassadors in India and Indian Ambassadors in major countries," the minister said.
The delegates form Kerala for the event will be led by Kerala Chief Secretary Jiji Thomson.
A Diwali festival is being organised in conjunction with a "Diwali in London" Committee, with media partner Zee TV at Trafalgar square-the most iconic venue in London.
The event, which includes the finest in contemporary music and dance from community groups and professional artists, attracts in the region of 50,000 visitors, British Asians, festival goers and tourists alike.
The Mayor of London Event includes live music stage, delicious food stalls, children's area and animated foot procession, adult's parade of lights, saree zone and fashion show showcasing exquisite sarees.
The UK is Kerala's key market with 1,51,497 tourists having arrived in the state in 2014.
"We have been conducting road shows in Britain and has been participating in the World trade Mart (WTM) for the last two decades," Thomson said.
This year's WTM is scheduled from November 2 to 5. Kerala Tourism's Responsible Tourism was acclaimed in last year's WTM and three movies on the innovate concept were premiered at the Mart.
