Golden Period of Kerala’s Tourism to keep going

Gratitude in part to the draw of India's primeval system of medication Ayurveda, the success legend in tourism for Kerala will set to prolong in the upcoming years. Suman Billa, Secretary of Kerala Tourism who is also prime driver of the success story said, "Not just in terms of awards and acclaims but also by setting new standards, in tourism Kerala is today India’s standard for success.” "It has been a golden age for tourism over the last decade and is still ongoing”, he added.

From 7.9 million domestic and 557,258 foreign tourists in 2009 to a monstrous 9.3 million domestic and 732,685 foreign tourists in 2011, Kerala has done it the right way by alluring tourist all across the globe with its magnetic charm and earthy beauty of serene beaches, century old temples, festivals, thrilling backwaters and wide varieties of culinary delights combined with its ancient Ayurvedic medication. Today, it is one of the most haunted destinations by tourists.

Kerala anticipates an increment of about 10% in foreign arrivals and 8% in case of domestic arrivals in the upcoming period, Billa said. Its replica of tourism growth will foster societies, maintain nature and offer matchless and inherent practices to travelers, according to him. Among other factors that have assisted Kerala in making a pioneer state in tourism are strong private-public affiliation plans, promotion initiatives, project synergy, partaking in fairs and road shows.

“Enriched with immaculate natural magnetisms, tourism has also materialized as a prime driver of financial development in the state. Kerala provides as a replica in sustainable tourism development and is the first Indian state to execute certification programmes for guarantee of the quality of products and services offered." According to him, the achievement story of Kerala tourism could be credited to the strapping brand equity that it has been able to build up over a phase of era. The major precedence of the State’s Government tourism policy was to boost the socio-economic development of the state through the endorsement of ‘Responsible Tourism’.    

Ayurveda centers, hotels, houseboats, convention centres, tour operators and tourist transport operators would get 'approval' and incentives based on a set of compulsory requirements, in line with this. "We (Kerala Tourism) will play the role of a catalyst and facilitator."

Billa also made it clear, that ayurveda played a key role in magnetizing tourists to Kerala with a tourist spending 18.2 days on an average in Kerala which is double the national average. "With continuous tradition of ayurveda, Kerala has progressively come to be seen as the home of ayurveda for the past 15 years." Increasing figure of ayurveda clinics in Sri Lanka where a quarter century long separatist clash has lastly ended, should not cause unwarranted fret to Kerala, he added.

“We should not get in to a condition of price wars, as we stick to our quality, standards and play our game tight, we will not only magnetize tourists but also grow and grow. Kerala can be covered in a week or 10 days if you eradicate Ayurveda”