Kerala: creating a benchmark in tourism for the country

by dawn Mon Jul 06, 2009 10:16 am

The
national economy in ‘Incredible India’ is booming like never before. India is the largest country in South East
Asia and its diversity is known all over the world. Inside this ‘Incredible India’ there are
scores of exceptions. The
Kerala tourism model is a ‘jewel in the crown’ of the widely
known ‘Incredible India’ brand. This
small stretch of land has so much diversity packed into it.

Natural
resources not seen elsewhere in the country are found here. This state is widely known as the ‘God’s Own
Country’ because it is blessed with a salubrious climate and abundant natural resources. A trendsetter in many fields, it is the envy
of all other states due to the progress made in the literacy front. Scores of villages and towns were already
declared as 100% literate. The
achievements made in the health front now match the developments in the
advanced European countries.

The Kerala
tourism model now has many takers both within the country and abroad. A benchmark for the development of hill and
beach tourism, the Kerala model is being assimilated by people in other parts
of the country. The terms ‘sustainable
tourism’ and ‘responsible tourism’ had its origin in this part of the
country. From the busy businessmen to
the occasional traveller, all of them will be fully satisfied by the tour
packages on offer.

A unique
marketing strategy is followed by the Kerala Tourism Development Board. Packaged tourism is now emerging as a major
selling proposition. The cultural
festivals held in different parts of the year helped to attract thousands of
domestic and international tourists. The
film festivals and trade fairs are now well known all over the state. The main shopping season is during the Onam
season. Even though this festival is
mostly held either in the month of August or September every year, the spending
pattern of the common people used to change during this festival season. The peak tourism season always starts after
the Onam festival season. Even then,
scores of international tourists also used to visit this place during the Onam
season to witness the cultural diversities.