As there is the decline in the manufacturing and agricultural industries in the state (due to largenumber of people going in for expatriate employment in the gulf countries) the Keralagovernment realized the potential of tourism as major revenue source.
INITIATIVES TAKEN BY (Government and KTDC)
The Kerala’s government concentrated on marketing attractions such as lagoons, canals, backwater, boathouse, and its 600km coastline. The government under its guidance hadestablished various boards and society to look after tourism and to attract the customer. Like
The Department of Tourism, Kerala Tourism Development Corporation, (KTDC),District Tourism Promotion Council (DTPCs,) ,Bekal Tourism Development Corporation (BTDC), LocalGovernments and Private Sector are the major players in the field.
KERLA TOURISM DEVELOPMENT CENTRE(TAGETED AREA)
The KTDC looks the positive strengths of the Kerala state from the towns, cities, beaches, backwater, cultural heights, food, wildlife and even the century’s old tradition of healthcare through (Ayurveda).
These aspects of Kerala which were the identified as the state unique selling propositions,were packaged in a professional way by KTDC
KTDC it had had hit upon a gold mine. Over the next year the organization efforts to“sell” Kerala to Indians as well as foreigners began paying off.
KTDC made out the core destination places of the KERALA and made known to the public.
KTDC also came with an agreement with various INDIAN hotels to start a promotionalcampaign for the Kerala. Like Taj group
KTDC also promote tourism in KERAL by attracting many famous personalities to comeand have a stay in their famous resorts.
KTDC also came up with an innovative and comprehensive insurance package for tourist.
KTDC has started holding many events like for example:
Kerala Travel Mart
National Boat show
Special Priority to tourism projects in Malabar
Kerala Gold Fest, 2003
Road shows nationally and internationally