In a display of marketing ingenuity, Kerala Tourism has once again made international headlines—this time by transforming an unexpected event into a social media masterstroke. A British Royal Navy F-35B Lightning fighter jet, which made an emergency landing at Thiruvananthapuram International Airport on June 14 due to hydraulic issues, has become the unlikely centrepiece of the state’s latest viral tourism campaign. The aircraft, still awaiting repairs from a 40-member technical team dispatched from the UK, is currently stationed at the airport’s maintenance hangar, surrounded by the lush greenery and iconic coconut palms that define Kerala’s landscape.
Sensing an opportunity, Kerala Tourism shared a cleverly crafted AI-generated image of a fighter jet set against a picturesque Kerala backdrop on Instagram. The image, styled as a mock review, reads: “Kerala is such an amazing place. I don’t want to leave. Definitely recommend”, followed by a five-star rating, suggesting the jet itself had reviewed the state.
The post quickly captured public imagination, prompting a wave of witty responses from netizens. Comments ranged from “The grounded jet now refuses to start without coconut oil” to “This fighter jet is 100% literate. Of course!” and even, “Maybe a monsoon-time Ayurvedic massage can repair the jet’s body.” The caption also credited The Fauxy, a satirical Indian news website often likened to The Onion, for inspiring the post. This isn’t the first time Kerala Tourism has turned viral internet trends into effective promotional content.
In January 2025, the department drew inspiration from a creative Bible App campaign in Canada that featured a fictitious “zero-star review from Satan” as a reverse endorsement. Kerala’s version? A “one-star review” from a fictional jealous friend after their companion returned from a solo trip to the state. The ad was widely appreciated for its humour and relatability. Marketing expert and former Kerala Tourism director Prasant Vasudev praised the recent campaign. “This is a very good way to attract attention,” he told The New Indian Express. “Such promotions based on trending incidents connect with the target audience, which for the department is global.”
And the global audience is certainly watching. The stranded jet’s UK origin adds a layer of serendipity, as British tourists accounted for 14.55% of Kerala’s foreign tourist arrivals in 2024, making the UK Kerala’s top international tourism market. Kerala Tourism continues to expand its global reach, with its official website now offering information in 11 international languages. In 2024–25, the platform recorded over 7.9 million visits from users across more than 200 countries, surpassing even the national Incredible India tourism portal in engagement.