The God's own country is a narrow, fertile strip of land on the south-west coast of India. The name Keralam in Sanskrit means the land added on. But the popular version is that it means the land of Kera, the Coconut. According to legend, the land was a gift of Parasurama, one of the ten Avatars (incarnations) of Lord Vishnu. It is believed that Parasurama threw his battle-axe into the sea, reclaiming the landmass, Kerala. This state consists of 14 districts with Thiruvananthapuram as its capital. Kerala is immensely blessed by nature with lush vegetation, tranquil beaches, stunning mountains, hill station, wildlife and bird sanctuary, forts and palaces, pilgrim centres, festivals and has a network of 44 major rivers and lakes on the backwater system.
Objectives
- To make tourism, Kerala’s core competency sector. Tourism has emerged as the global industry and has been playing a lead role in economic growth. In Kerala, Tourism has played a significant role in terms of employment and economic growth. In view of its potential in creating employment, enhancing production and productivity and contribution towards the development of the state, a growth model led by Tourism will take the state to the pinnacle of socio-economic development.
- To generate employment and enhance productivity. Tourism in Kerala has recorded remarkable growth in the last few years. The number of foreign tourist and domestic tourists visiting the state has crossed 2 lakhs and 50 Lakhs respectively. Total employment generated in this sector both direct and indirect is about 7 Lakhs and the total revenue generated in the economy due to Tourism is nearly Rs. 4000 crores which is 6.29 percent of the G.D.P. With the accelerated investment in Tourism sector, there should be direct employment opportunities for over 10,000 persons every year.
- To promote and market Kerala Tourism products at national and international level thereby making Kerala as a premier global tourism destination. Promotion and marketing is an important component for development of tourism. Kerala Tourism will take steps to develop and implement effective market strategies to get better mileage and value for the money spent. This will be based on the market analysis and the consumer preferences.
Topic Covered
- Introduction
- Marketing Strategy of Kerala Tourism
- Important Tourist Destinations of Kerala
- Conclusion
