Long Term Strategies for
Sustainable Development

K. C. Venugopal, Minister for Tourism and Devaswom, has proved his efficiency soon after assuming power. Several strategies and initiatives were framed to tap the maximum potential of Tourism in Kerala. Marketing in the international markets, attracting investments in the tourism sector, building up infrastructure etc. are given equal priority to facilitate the growth of tourism. In a chat with
G. Biju Krishnan he elaborates on the plans and proposals.

What are the measures taken for sustainable tourism development in Kerala?
As part of the efforts for sustainable tourism development in Kerala, the government has given shape to 'Tourism Vision 2025', which serves as a guiding force for the growth and development of tourism in the state. Apart from sustainable development, it also envisages guidelines for marketing and conservation. Vision 2025 would also help in formulating long-term plans that would do no harm to the ecology and culture of the land. To regulate tourism development in accordance with ecological guidelines we have formulated the Kerala Preservation and Conservation of Tourism Areas Act 2005, the first legislation of its kind in India. We have also made preservation and conservation of our natural and cultural heritage, a cornerstone in tourism development.



What are the prospects of tourism in terms of economic activities and employment generation?
Foreign exchange earnings could be optimized only if we succeed in attracting more foreign tourists. With the coming in of high spending tourists, more economic activities would take place and more employment opportunities would be generated. The Tourism industry should be able to develop unique products, which can provide authentic experiences and value added services. While providing world-class products and services to the tourists, the prices should be made competitive. We have to bear in mind that almost all nations and destinations have realized the potential of tourism and are extending products and services at the minimum cost. We have to compete in the international market and for that the government is now focusing on market development and brand building. We are in the process of developing a time bound marketing plan with special focus on selected markets.



How do you see the flow of tourists to Kerala in the past few years?
Kerala Tourism is doing extremely well as it has succeeded in attracting a large number of international as well as domestic tourists. According to the statistics, a total of 345,546 international tourists visited Kerala in the year 2004, registering a growth of 17.28 per cent over 2003. In 2004 the total domestic tourist arrival was 59,72,182 and in the previous year it was 58,71,228, registering a growth of 1.72 per cent. We hope that the figures would go up further in the current year. .



Creating awareness in the international and domestic markets is an ongoing process. When do you think Kerala would be able to reap the harvest?
We are already reaping the rewards of the promotional activities carried out in the international and domestic markets. The increase in the number of tourists visiting Kerala is the result of our marketing efforts. Marketing should be a continuous effort, without which no destination can survive. We are trying to throw new light on the tourism brand of Kerala without harming the existing values and do marketing aggressively.

Which all markets is Kerala focusing on currently and what are the strategies being used to tap different market segments?
Currently we are concentrating on the Western European markets like U.K, France, Germany, Italy, Australia, Switzerland and Netherlands. We are also looking at the emerging markets in South East Asia like Japan, Singapore, Malaysia and leading countries in the Middle East like UAE, Kuwait, Saudi Arabia etc. We are looking at product specific promotion in these markets like Ayurveda in Germany and culture in France.

What are the challenges Kerala has to face in its marketing efforts?
We are trying to attract more high spending leisure tourists to the State and that of course is a challenge. The most striking challenge is to promote the State without losing its appeal. Resources are a major constraint when you try to reach out to international markets. We try our best to stretch each marketing rupee to its maximum and get the best out of the promotional activities. Another challenge is the increasing competition between destinations, both national and international.

What are the promotional packages planned to woo tourists to Kerala?
The Government of Kerala and the Department of Tourism play the role of a facilitator and so our focus is always on finding new products and promoting them. After the tremendous success of Ayurveda and Backwaters, Kerala Tourism is now promoting new products like Plantation Holidays, Farm Tourism, Monsoon rejuvenation holidays and Wedding and Honeymoon holidays. The private sector develops packages and offers them in emerging markets and these are jointly promoted.

What are the marketing initiatives taken up to cater to various segments of the market?
In the recent years more and more foreign tourists are arriving to Kerala. Kerala Tourism attributes this to the time-specific, market specific campaigns. To capture the foreign markets, we are mostly focusing on the electronic media; especially television and we are airing campaigns on CNN, BBC, National Geographic and Discovery channels in Europe, Middle East, Asia Pacific and South East Asia. Another way of reaching out to the international market is by participating in all major international tourism events and fairs like WTM London, ITB Berlin, FITUR Spain, BIT Milan, CITM China, PATA Singapore etc.

What are the steps taken up to assure tourist arrivals through the year?
At present, domestic tourists visit Kerala mainly between November and May. The peak season for international tourist arrivals is between October and March. But with the aggressive promotion of Ayurveda, we have been receiving tourists even during monsoon, extending the tourist season. We are also promoting the traditional festivals like Onam, Elephant pageants and Boat races in a big way to attract tourists during August and September.

How far are exhibitions and road shows helping in attracting tourists to Kerala?
Participation in tourism, trade fairs and organization of road shows are key promotional activities of Kerala Tourism. These help us in getting a foothold in new markets, consolidating our presence in existing markets and also to popularize Kerala among the travel media in these markets. They also provide a platform for the tourism trade in Kerala to network and develop business relationships with their counterparts in other markets.

What are the steps taken to attract private investments in the tourism sector?
We are well aware that without private participation and investment, tourism cannot triumph which is why we are extending all possible support for private entrepreneurs in the tourism sector. The Government plays the role of a facilitator and catalyst for private sector investment. The Government provides various incentives and subsidies to private investment in the tourism sector. An Investment Guidance Cell helps in facilitation and provides guidance to set up projects in the tourism field. Joint Ventures with Private Sector also help in attracting investment in the tourism sector. The aggressive marketing of the tourist attractions of the State and Kerala's strong brand equity also attract large investments in tourism from big time national players and from NRIs.

There are complaints about lack of proper infrastructural facilities. What are the steps taken to overcome this?
Infrastructure development figures are high in Kerala Tourism's agenda. We are providing funds from the Department for upgradation and maintenance of roads on a world-class basis. Vazhiyoram, a pioneering project to set up wayside amenities with private participation is another effort to bolster infrastructure for tourism development. Backwater development plans with boat terminals and jetties will also improve tourism infrastructure. Several other initiatives are also in the pipeline.

What are the most obvious and not so obvious trends and innovations that drive tourism in Kerala?
I think the most obvious trends are the increase in disposable income, rise in luxury travel, lower air fares etc. It is an international phenomenon that travellers are eager to find diversity rather than similarity. Kerala has varied products and services to offer that can satisfy any traveller. A key contribution to Kerala's success has been the entrepreneurship and innovativeness displayed by the tourism trade in the State. The ingenious tourism products developed by the trade like the Houseboats, Tree-houses and the boutique Kerala style hotels and resorts have all given an original flavour to Kerala Tourism.

What steps have been taken to create awareness among the tourists and locals about the importance of ecology?
Kerala is the first state in India to introduce a branding and classification system for the tourism products and services. The Ayurveda Centres in Kerala have been issued 'Green Leaf 'or 'Olive Leaf' certification, depending on their services and facilities. Houseboats operating in the state have been branded 'Gold Star' or 'Silver Star' and authorities are continuously evaluating its functioning. The Department of Tourism would soon be launching an Eco-Ttourism Certification Programme for tourism service providers, based on their adherence to Eco-Tourism practices. Local awareness campaign to sensitise stakeholders in tourism like taxi drivers, guides etc. about the benefits of tourism is another such initiative.

What are the steps taken to assure local level development and promotion of ethnic arts and crafts through tourism?
Several projects are being taken up by the Department in this direction. Kudumbashree, a local self-help women's initiative, has been identified and is entrusted with the upkeep of select destinations. The Govt. organizes the Nishagandhi Dance and Music Festival and other cultural programmes to promote the State's ethnic art forms. The Art forms are also showcased at Kerala Travel Mart, Malabar Travel Mart and other Road shows organized by Kerala Tourism. Several other projects like Village Tourism are also being implemented with these objectives.



What are the entertainment facilities set up for the tourists visiting the state?
The term entertainment is very much a personal one, and varies from person to person. The entertainment facilities available in Kerala are unique and varied. We have given top priority to the promotion of traditional events, cultural activities, art forms etc. The boat races of Kerala are unique which cannot be seen in any other part of the world. We are keen on showcasing what we have rather than creating something artificial. The amusement park attached to Veli Tourist Village in Thiruvananthapuram is purely for entertainment. An area of 7.5 hectares of land is ready to be handed over to Southern Fun City for its construction. The Government of India has also sanctioned Rs. 4.23 crores for setting up a Marina in Bolgatty Island at Kochi. A Golf Course is being planned at Kochi. Dreamcity Project at Kozhikode is yet another attempt for augmenting entertainment options in the State. With the realisation of all these projects, the state would have ample entertainment opportunities.