Kerala is a green strip of land, in the South West corner of Indian peninsula. Its unique feature, culture and traditions, coupled with its varied demography has made Kerala one of the most popular tourist destinations in the world. This Tropical paradise with its spectacular and diverse natural attractions has greatly attracted holiday makers from across the world. Kerala is one among the longest- lived, healthiest, most gender equitable and most literate regions makes it distinct from other developed countries. According to Bill McKibben, a noted environmentalist, Kerala stands out as the Mount Everest of Social development. Kerala offers a wide range of Tourism possibilities especially in Nature Tourism, Back Water Tourism, Eco-tourism, Cultural Tourism and Health Tourism. 9.2 Kerala, promoted as “God’s Own Country” is blessed by nature with varied geographical features like beaches, hill stations, backwaters, national parks & wild life sanctuaries. The centuries- old holistic medicine of Ayurveda, the unique boat races that is the largest team sport in the world, the ride through the winding waterways in a cosy houseboat or the colourful and exotic festivals, Kerala offers a multitude of experience to the tourist. 9.3 Popular attractions in the state include the beaches such as Kovalam, Varkala, Marari, Bekal and Kannur. Kerala’s most popular backwater destinations are Kumarakom, Alappuzha, Kollam, Kochi and Kozhikode, and its best known hill stations are Ponmudi, Munnar, Wayanad and Wagamon. Kerala has a number of well- known wildlife reserves, including the Periyar Wildlife Sanctuary, Eravikulam National Park, Thattekkad Bird Sanctuary and Parambikulam Wildlife Sanctuary . 9.4 Kerala is today the most acclaimed tourist destination in India with its Super brand 'God's Own Country' and is continuing as one of the prime tourist destinations of South Asia. Tourism industry in Kerala not only facilitates infrastructure development but also help in balanced and sustainable regional growth by generating income and creating employment opportunities.
Kerala’s model for success
• • • • • • Strong Brand positioning Thinking out side of the Box Product Differentiation Model public/private partnership Tremendous political support Public Acceptance
Performance of Kerala Tourism during 2009-10
• Foreign Tourist arrival to Kerala during the year 2009 is 5,57,258. It shows a decrease of 6.96% over the previous year. Domestic Tourist arrival to Kerala during the year 2009 is 79,13,537. It shows an increase of 4.25% over the previous year.
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Foreign exchange earnings for the year 2009 is `2853.16 crores which recorded a decrease of 6.96% over the previous year. Total Revenue (including direct & indirect) from Tourism during 2009 is Rs.13,231 crores, showing an increase of 0.77% over the last year’s figure. In India, Foreign Tourist Arrival during 2009 were 5.11 million with a growth rate of -3.3% as compared to the previous year. In India, Foreign exchange Earnings in Rupee terms during 2009 were ` 54960 crores as compared to 50730 crore in 2008. In India, during 2009, the number of domestic tourist visits to the state /UTs was 650 million as compared to 563 million in 2008 and 527 million in 2007. In India, the domestic tourism registered significant growth of 15.5% in 2009 inspite of Economic recession and other adverse factors for tourism. On the contrary, Foreign tourists arrival registered a decline of 4.81% during 2009 in India. Though the overall Foreign Tourists arrival in India declined by 4.81% in 2009 over 2008, FTA from some regions of world observed growth viz. Africa, Central and South America and South East Asia. Tourism’s contribution to State’s GDP is around 7.80% The average per day expenditure of a foreign tourist is Rs. 3200 /The average per day expenditure of a domestic tourist is Rs. 1500/The average length of stay of a foreign tourist is...