‘We Try To Follow Different Strategies Based On The Markets’

Kerala was the pioneer of how successful a tourism module could be when it came to capitalising on natural resources. K C Venugopal, Kerala's Tourism Minister, speaks about the course taken by the state.

What are the kind of re-positioning activities in terms of branding, technological implementation, tourism friendly initiatives etc, undertaken by the state in the last few years and what is in store for the future?

We have formulated "Tourism Vision 2025" document, which serves as a guiding force for the growth and development of tourism in the state. It not only lays down guidelines for marketing but also for conservation and sustainable development of tourism. Vision 2025 has helped us to evolve long term plans to develop tourism in a planned sustainable manner without affecting the fragile ecosystem and cultural fabric of the state. After consolidating our presence in the traditional markets, we are also reaching out to new markets like Russia and China as early entrants and to build strong brand awareness and preferences.

What is the kind of revenue generation as well as tourist inflow, you are looking at, further to implementation of your activities?

We will have to keep in mind that forex earnings from tourism can be optimised only if we can attract more tourists and the high-spending ones at that. It is imperative for developing countries to attract the well-heeled tourist so as to benefit from the economic and employment multiplier effects of tourism as also to avoid choking of scarce resources.

The industry will have to develop unique products, which can provide authentic experiences and value added services. At the same time we will have to be price competitive as increasingly more and more countries and destinations have realised the importance of tourism in economic development and are increasingly becoming aggressive.

Which markets are you focussing on currently and how? What are your strategies to tap different market segments?

We are focussing on U.K, France, U.S.A, Maldives, Germany, Italy, Australia, Switzerland, Netherlands, and Japan. We try to follow different strategies based on the markets.

What are the incentives and leverage provided by your state for private players?

In the present global economic scenario, the role of private sector in the tourism industry in the state has gathered immense significance. Kerala Tourism has been involving the private sector stakeholders in playing a better role in promoting Kerala in national as well as international markets. The department has taken initiative to ensure the participation of private sector in a better way in the conduct of Kerala Travel Mart in Kochi. In the road shows and conferences conducted outside the state and in major cities abroad, the participation of private sector is also ensured. With a view to encourage the private sector , the government has been offering investment subsidies of 10 per cent of capital cost including land, building, furniture, furnishings, equipments, land scaping etc. subject to a maximum of 10 lakhs.