WITH a 15 per cent market share of tourism in India, and 13 per cent growth in international arrivals to the state over the last five years, Kerala has been declared a “role model” of Indian tourism.
From April to September this year, international arrivals grew 34 per cent over the same period in 2005, and tourism receipts were US$1.72 billion, 14 per cent higher from the same period last year.
India minister for tourism and culture, Ms Ambika Soni, said: “India tourism spends more than US$44 million on national and international publicity and the number one state to be promoted for its backwaters, ecological tourism, beaches and for ecological sustainable tourism will be Kerala.”
Kerala minister for tourism, home and vigilance, Mr Kodiyeri Balakrishnan, said: “We would like to promote responsible tourism involving the local community. We plan to introduce a single-window clearance system through which functions of various departments for license sanctioning will be co-ordinated to help tourism entrepreneurs. We would like to link industry and agriculture with tourism. Assistance will be given to those involved in the production of coir, handloom and handicrafts.”
Mr Balakrishna said plans are afoot to establish a cultural village in Kannur district to promote the cultural heritage of Malabar area. Also, “tourism festivals” would be organised in every district to promote their unique cultural traditions.
India Tourism joint secretary, Mr Amitabh Kant, said Kerala’s success was explained by the entrepreneurial spirit of its people. “It is a successful example of a public private partnership where the state government has played the role of facilitator.
Cultural aspects such as Kathakali, Mohiniattam and traditional martial art Kalaripayattu are also unique to the region.”
But Travel Corporation India (TCI) general, Ms Meher Bhandara, said Kerala had to keep its pricing in check. She said: “The trend of overpricing by some hotels limits the destination’s popularity. It doesn’t take very long for tourists to move to another affordable destination.” TCI brought in the most number of tourists to the state in 2005.
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