Kerala Bags Gold for Innovative Meme-led Social Media Campaign; Sri Lanka and India Capture Global Spotlight
At the highly anticipated PATA Gold Awards 2025, held annually by the Pacific Asia Travel Association (PATA) to celebrate excellence in the Asia-Pacific travel and tourism industry, Kerala Tourism, SriLankan Airlines, SOTC Travel Limited, and Cinnamon Hotels & Resorts emerged as distinguished Gold Award winners. Their victories firmly placed India and Sri Lanka in the global spotlight within the competitive Marketing and Sustainable Tourism category.
Kerala Tourism, the undisputed “God’s Own Country,” clinched the coveted Gold Award for “Most Engaging Social Media Campaign” for its groundbreaking “Meme-led Makeover Campaign.” This digitally creative initiative masterfully blended humour, profound cultural insights, and captivating destination storytelling, generating viral engagement across a multitude of platforms.
From India, SOTC Travel Limited also secured a prestigious Gold Award in the “Best Integrated Digital Marketing Campaign (Industry)” category for its patriotic campaign, “Saare Jahan Se Achha India Humara.” This initiative was a vibrant celebration of India’s diverse offerings in domestic tourism, inspiring travel within the nation’s own breathtaking landscapes.
Meanwhile, SriLankan Airlines flew high, winning Gold in the “Marketing Campaign – Carrier” category for its impactful campaign, “The Ramayana Trail.” This innovative campaign strategically promoted spiritual and cultural tourism, deeply rooted in shared Indian-Sri Lankan mythology. By tapping into religious tourism, the initiative aimed to revive post-pandemic travel and significantly strengthen bilateral tourism relations between the two nations.
Further enhancing Sri Lanka’s achievements, Cinnamon Hotels & Resorts also took home the Gold Award for “Best Ecosystem & Wildlife Conservation Initiative” for its “Rainforest Restoration Project,” adding another significant feather to Sri Lanka’s sustainability cap.
“This recognition is a testament to Kerala Tourism’s innovative digital approach that blends humour, cultural relevance, and storytelling to spark meaningful engagement in today’s fast-paced online environment,” stated Mr. P.A. Mohamed Riyas, Minister for Tourism, Government of Kerala. “We are proud to see Kerala’s brand of storytelling resonating with global audiences.”
The award-winning campaign achieved remarkable reach, connecting with over 1.2 million users and logging nearly 90,000 engagements across Instagram, Facebook, X, and LinkedIn. Kerala Tourism redefined destination marketing by leveraging memes as a powerful, relatable language, effectively connecting with both Gen Z explorers and seasoned travelers alike.
“Recognising the growing influence of internet culture, Kerala Tourism embraced memes as a dynamic communication tool to connect with a broad spectrum of travelers,” commented Tourism Secretary Mr. K. Biju IAS. “We are delighted that this fresh approach is now being recognised globally.”
“This award highlights Kerala’s evolution as a culturally rich yet contemporary destination,” added Tourism Director Ms. Sikha Surendran IAS. “It reinforces our commitment to speaking the language of today’s traveller through interactive, innovative campaigns.”
The event also featured the highly anticipated announcement of Grand Title Winners:
- Macao Government Tourism Office (MGTO) won the Grand Title in Marketing for its immersive digital campaign “Experience Macao Limited Edition.”
- DASTA (Designated Areas for Sustainable Tourism Administration) from Thailand took the Grand Title in Sustainability and Social Responsibility for its cultural preservation initiative at Ban Na Ton Chan Homestay.
Commenting on this year’s awards, PATA CEO Noor Ahmad Hamid said, “The PATA Gold Awards remain a prestigious benchmark in the travel and tourism industry – honouring those who lead with purpose, innovate with impact, and contribute meaningfully to the sector. We warmly congratulate Kerala Tourism, SriLankan Airlines, and all the other recipients for pushing the boundaries of creativity, inclusion, and excellence in tourism.”
He further added, “This year’s entries reflected a strong sense of purpose-driven marketing and resilience. We’re particularly encouraged by the diversity and depth of submissions across both marketing and sustainability.”
All 20 winners across 26 categories will be formally honoured at the PATA Gold Awards 2025 Gala Dinner on August 27, during the PATA Travel Mart at the Queen Sirikit National Convention Center in Bangkok, Thailand. The award-winning entries will also be showcased in the 2025 PATA Gold Awards booklet and featured in a special video presentation at the gala.
Founded in 1951, PATA continues to act as a leading catalyst for the responsible development of travel and tourism across the Asia-Pacific region, recognising innovation that not only markets destinations effectively but also fosters inclusion, sustainability, and community-based impact.
PATA Gold Awards 2025 – Grand Title Winners:
1. Marketing
Winner: Macao Government Tourism Office
Submission: Experience Macao Limited Edition
2. Sustainability & Social Responsibility
Winner: Designated Areas for Sustainable Tourism Administration (Public Organization) or DASTA
Submission: Sustainable Cultural Heritage Preservation of the Ban Na Ton Chan Homestay Community Enterprise
PATA Gold Award Winners 2025 – Marketing Category (16 award categories):
1. Best Destination Marketing Campaign (Destination Marketing Organisation – Asia)
Winner: Sarawak Tourism Board
Submission: Sarawak Gateway to Borneo
2. Best Destination Marketing Campaign (Destination Marketing Organisation – Pacific)
Winner: Tahiti Tourisme
Submission: Follow Your Feelings in The Islands of Tahiti
3. Best Marketing Campaign – Carrier (Airline, Cruise, Airport)
Winner: Srilankan Airlines Limited
Submission: The Ramayana Trail Campaign
4. Best Marketing Campaign – Hospitality (Hotel, Resort, or Management Company)
Winner: Melco Resorts & Entertainment
Submission: Studio City – Sanrio Campaign
5. Best Marketing Campaign – Industry (Any other Tourism Business)
Winner: Flymya
Submission: Travel Easy, Travel Smart
6. Best Integrated Digital Marketing Campaign (Destination)
Winner: Tourism Authority of Thailand (TAT)
Submission: The ‘Love Season’ Initiative
7. Best Integrated Digital Marketing Campaign (Industry)
Winner: SOTC Travel Limited
Submission: Saare Jahan Se Achha India Humara
8. Best Printed Marketing Campaign (Destination)
Winner: Tourism and Travel Bureau, Taichung City Government
Submission: FUN! Taichung, Explore Taichung from A to Z
9. Best Printed Marketing Campaign (Industry)
Winner: Sands China Ltd.
Submission: Sands China’s Community Revitalization Programme for Rua das Estalagens
10. Best Sustainable and Inclusive Marketing Campaign
Winner: Macao Government Tourism Office
Submission: A New Standard of Excellence
11. Best Destination Article
Winner: Rachel Lees – Freelance Writer
Submission: The Kimberley’s Shifting Tides
12. Best Industry Article
Winner: TTG Asia Media Pte Ltd
Submission: TTG Asia Luxury September-October 2024, Rise of Chinese female explorers
13. Best Use of Emerging Technology in Marketing
Winner: Korea Tourism Organization
Submission: Smart Solutions for Regional Tourism Challenges Project
14. Most Engaging Social Media Campaign
Winner: Kerala Tourism
Submission: Meme-led Makeover Campaign
15. Best Travel Photography
Winner: Tourism Authority of Thailand (TAT)
Submission: The Hidden Romance of Sam Roi Yot
16. Best Travel Video
Winner: Korea Tourism Organization
Submission: Jeonju Rhapsody (The Official Anthem) by Steve Barakatt
PATA Gold Award Winners 2025 – Sustainability & Social Responsibility (10 award categories):
1. Best Climate Action Initiative (Destination)
Winner: Designated Areas for Sustainable Tourism Administration (Public Organization) – DASTA
Submission: Carbon Neutral Community-based Tourism Prototype
2. Best Climate Action Initiative (Industry)
Winner: Waterbom Bali
Submission: Small Island, Big Goals: Waterbom Bali’s Net Zero 2033 Commitment
3. Best Cultural Heritage Preservation Initiative
Winner: School of Hospitality, Tourism and Events, Taylor’s University
Submission: Lenggong Valley Heritage Revival
4. Best Ecosystem & Wildlife Conservation Initiative
Winner: Cinnamon Hotels & Resorts
Submission: Cinnamon Rainforest Restoration Project
5. Best Human Capital Development Programme
Winner: Leofoo Tourism Group
Submission: Leofoo H(earing)-I(mpaired) Team
6. Community-Based Tourism Excellence
Winner: Jeju Tourism Organization
Submission: The Four Pillars of Jeju Community-based Tourism: Policy Initiatives, focusing on Intangible Cultural Heritage of Jeju HaeNyeo
7. Destination Resilience (All Destinations)
Winner: Designated Areas for Sustainable Tourism Administration (Public Organization) – DASTA
Submission: Creative Spaces Revitalizing the Old Town into a Lively Heritage District
8. Tourism for All: Best Inclusion and Diversity Initiative
Winner: Designated Areas for Sustainable Tourism Administration (Public Organization) – DASTA
Submission: Community based tourism for All
9. Best Women Empowerment Initiative
Winner: Designated Areas for Sustainable Tourism Administration (Public Organization) – DASTA
Submission: A Case Study of Ban San Thang Luang, Chiang Rai Province
10. Best Youth Empowerment Initiative
Winner: Designated Areas for Sustainable Tourism Administration (Public Organization) – DASTA
Submission: SE For Youth in Thailand-Loei Youth Saving Group,
