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Final Report

Final Report

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Published by pujil2009
Kerala and overall tourism overview
Kerala and overall tourism overview

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Published by: pujil2009 on Oct 06, 2009
Copyright:Attribution Non-commercial


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The new millennium and the coming decades are a crucial time for the relationship betweentravel and tourism and sustainable development. The need to preserve the world’s inherent assetsfor future generations is becoming an imperative goal not only for travel and tourism, but alsofor all other industries that use the earth’s natural resources. The scale of travel and tourism’scontribution to the global economy and its potential for enabling sustainable developmentAre becoming more evident for governments, non-governmental organizations (NGOs) andIndustry alike.Kerala has been branded as one of the most wanted tourism destination. A great dealof this is due to proactive marketing and promotional measures taken during the last ten years. Itwill not be right to adopt a complacent attitude that the State has ‘arrived’ as a tourist attraction.Constant attention to improvement of infrastructure and environment (physical, ecological,Cultural and social) are essential as also the continuance of promotional activities. Facts about brand equity of Kerala
Kerala was recently listed among the top 100Brands of the country, by the globally renownedSuper brands Ltd. The State was selected fromAmong 700 brands in the country that wereEvaluated to identify India’s strongest brands
Kerala, one of the 55 Things That Make IndiaProud India Today.
The first State to be accorded the status of Partner State of the World Travel and TourismCouncil (WTTC) in 2002
After the September 11, 2001 incidents at the World Trade Centre, New York and subsequentdevelopments leading to Afghan War, Indo –Pak Boarder tension and terrorist attacks in some places of India, foreign tourist arrivals in India suffered a setback in the sense that there was consistently negativegrowth rate from September 2001 to September 2002. However a revival was observed from October 2002 onwards. While the international tourist inflow to India in the year 2002 recorded a decline to 6.92 percent, Kerala witnessed a considerable growth of 11.37 percent, including a 6.27 percent increase indomestic arrivals. In 2003 there has been a further spurt. According to reports, the increase in touristinflow this year is expected to be nearly 30 per cent. While domestic arrivals were earlier largely pilgrims, nowadays 30 per cent of domestic arrivals are also tourists. There is in particular a boom in“quality tourism” with Kochi centered resorts as the most popular.
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.
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.
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

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