Kerala Tourism Launches New Products

Susan George - Chennai

With tourism growth exceeding expectations, Kerala continues to be the stronghold of Indian tourism. Yet, the tourism department is not resting on past laurels, launching new products to sustain the momentum. Says T Balakrishnan, secretary to the government, travel and tourism, “We want to grow at a rate that is sustainable. We had set modest targets for this year - a seven per cent increase in domestic tourists, and 9 per cent for international tourists. But, in truth, international arrivals have increased by about 20 per cent in the last six months and domestic travel by about 8-9 per cent. The growth is more than we expected, but we are not going to be complacent about it.” In keeping with this, the tourism department has lined up several events in the upcoming months.

First up, adding sparkle to the season is the Kerala Gold Fest, a shopping festival that is taking place for the first time in the state. “One doesn’t usually associate Kerala with shopping, but we have found after research that the state has the maximum number of jewellers in India. Also, the quality of gold is best in Kerala, according to a study conducted by the World Gold Council,” says Balakrishnan. He believes that with the government now promoting Kerala as a MICE (Meetings, Incentive, Conventions and Exhibitions) destination, a shopping-oriented festival will be appropriate. The department also plans to promote the festival in India, and eventually to the rest of the world.

Another event that the tourism board is organising is the International Boat Show in Kochi. Contends Balakrishnan, “Our water sports are not fully-developed. This would be an ideal opportunity to promote that aspect, as manufacturers of water sports equipment will be on display.” With the tourism department constantly re-inventing itself, and regularly launching new products, there is little doubt that the state is not relying on its past glories.