Cheers from trade as Kerala removes liquor ban

The Kerala state government will reverse a ban imposed in 2014 that restricted liquor sale to five-star hotels, rejuvenating tour operators’ confidence in the comeback of affected markets such as the UK.

The relaxed rules would provide the industry a much-needed fillip as tourists were shying away from the destination after the ban, according to Kapil Goswamy, managing director, Trans India Holidays.

Thiruvananthapuram, capital of Kerala state

“A majority of tourists in Kerala stay in three- or four-star hotels. This segment started to choose Goa (over Kerala) since easy availability of alcohol is a factor when choosing a holiday destination.”

According to some tour operators, tourists staying in five-star hotels amount to less than 10 per cent of arrivals to the state.

Trans India Holidays last season saw a decline in visitors from the UK, its largest source of international visitors, which could in part be attributed to the alcohol restrictions, Goswamy added.

Others such as Dipak Deva, managing director, Destination Management, Sita, TCI and Distant Frontiers, opined that the removal of the ban will send a positive message to international markets.

“Holidaymakers can go ahead with their travel plans in Kerala without having any second thoughts,” he said.

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