Union Minister of State (MoS) for Culture and Tourism (Independent Charge) and MoS for Civil Aviation, Dr. Mahesh Sharma, was at the helm of the ‘Visit Kerala’ 2015-16 launch, an all-year tourism campaign focusing on a lifetime experience to travellers coming to the state. Kerala has raised the bar high and set ultimate standards to market its natural beauty, cultural splendor, culinary traditions and hospitality. This campaign is bound to boost the interest of travellers even more. In his address, Dr. Sharma promised central assistance to the state to raise the profile of the state as a top tourist destination on the world map. He said, “Kerala needs to be promoted across the world. The state has a lot of potential. It has beautiful nature, backwater, cleanliness, security and everything that is required in a state to promote tourism.” This has ushered a massive positive effect on the industry. There was focus on women empowerment as well, through their participation in the growth of tourism.