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Tourism policy of kerala

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This presentation will give you information about the tourism policy of kerala, India.
Their Objectives, Missions, Visions etc.

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Tourism policy of kerala

  1. 1. Tourism Policy Of Kerala Presented by : Divya Megha Ruchi
  2. 2. Contents 1. Preamble 2. Vision 3. Mission 4. Objectives 5. Quality visitor experience 6. Community and tourism 7. Investment 8. Marketing 9. HR development 10.State Tourism Advisory Committee
  3. 3. Preamble Kerala, “God’s own Country”, has emerged as the most acclaimed tourist destination in the country. Beaches, warm weather, backwaters, hill stations, waterfalls, wild life, Ayurveda, year round festivals and the diverse flora and fauna make Kerala a unique destination for tourists. During the last few years, the State Government has been giving very high priority to this sector. Kerala has been branded as one of the most wanted tourism destination. A great deal of this is due to proactive marketing and promotional measures taken
  4. 4. Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf Kerala Tourist Statistics - 2010 Foreign No. of Foreign Tourists in 2010 6,59,265 No. of Foreign Tourists in 2009 5,57,258 % Variation over Previous year 18.31 % Per Day Expenditure 2010 Rs. 3600/- Per Day Expenditure 2009 Rs.3200/- % Variation over Previous year 12.5% Average duration of Stay 2010 16 days Average duration of Stay 2009 16 days % Variation over Previous year Nil Foreign Exchange Earnings 2010 Rs. 3797.37crores Foreign Exchange Earnings 2009 Rs. 2853.16 crores % Variation over Previous year 33.09 %
  5. 5. Domestic No. of Domestic Tourists in 2010 8595075 No. of Domestic Tourists in 2009 7913537 % Variation over Previous year 8.61 % Per Day Expenditure 2010 Rs.1800/- Per Day Expenditure 2009 Rs.1500/- % Variation over Previous year 20% Average duration of Stay 2010 6 days Average duration of Stay 2009 6 days % Variation over Previous year Nil Earnings from Domestic tourists 2010 Rs.9282.68 crores Earnings from Domestic tourists 2009 Rs. 7122.18 crores % Variation over Previous year 30.33% Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf
  6. 6. Total Total Earnings (Direct) 2010 Rs. 13080.05 crores Total Earnings (Direct) 2009 Rs. 9975.34 crores % Variation over Previous year 31.12% Total revenue generated 2010 (direct and indirect) Rs.17348 Crores Total revenue generated 2009 (direct and indirect) Rs. 13231 Crores % Variation over Previous year 31.12% Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf
  7. 7. TRENDS IN DOMESTIC & FOREIGN TOURIST ARRIVALS INTO KERALA (2002 TO 2010) Year Domestic Tourists % VAR. Foreign Tourists % VAR. 2002 55,68,256 6.3 2,32,564 11.3 2003 58,71,228 5.4 2,94,621 26.7 2004 59,72,182 1.7 3,45,546 17.3 2005 59,46,423 -4.3 3,46,499 0.27 2006 62,71,724 5.47 4,28,534 23.7 2007 66,42,941 5.92 5,15,808 20.37 2008 75,91,250 14.28 5,98,929 16.11 2009 79,13,537 4.25 5,57,258 -6.96 2010 85,95,075 8.61 6,59,265 18.31 Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf
  8. 8. Indicators on economic impact of tourism Foreign Exchange Earning during the year 2010 is Rs. 3797.37 crores Total Revenue generated from tourism in 2010 comes to Rs. 17348 crores Tourism’s contribution to State’s GDP is around 9 % (approximately) The average per day expenditure of a foreign tourist is Rs.3600/- The average per day expenditure of a domestic tourist is Rs.1800/- The average length of stay of a foreign tourist is 16 days The average length of stay of a domestic tourist is 6 days
  9. 9. In tourism ventures, small and medium enterprises dominate today. The importance of tourism from a development perspective is realized by local self government and local communities also. A perfect synergy between public and private sector is created in tourism and the need of the hour is to promote quality on all fronts to provide world-class experiences to tourist without deteriorating society, environment while strengthening the economy.
  10. 10. Vision Tourism becomes a vibrant and significant contributor to the sustainable development of the state of Kerala
  11. 11. Mission  The state delivers a world-class, yet local visitor experience.  Tourism sector attracts investment, which will be sensitive to the natural environment  Communities benefit from tourism and value its contribution  Kerala is positioned as a visible global brand in tourism  Our market share is enhanced, within and outside India  Kerala becomes a quality human resource provider in tourism for the state and the country
  12. 12. Objectives • To ensure quality visitor experience • To focus on benefits for the community from tourism • To create enabling environment for investment • To market Kerala as a visible global brand in domestic and international markets • To develop quality human resources in tourism and hospitality
  13. 13. Quality Visitor Experience • Basic infrastructure at destinations Cabinet Committee on Tourism Task force on Infrastructure Development ‘Kerala Waste Free Destination (KWFD)’ • Managing Tourism Resources • Development of local leisure destinations and enhancing local level experiences. • Assessing the quality of Destinations. • Wayside facilities at the destinations and en- route • Environment friendly practices promoted
  14. 14. Quality Visitor Experience • Promotion of local souvenirs • Promotion of local cuisine • Promotion of adventure tourism • Tourist information centres at all major tourism destinations. • Signage at destinations and en-route. • Grading of wayside establishments • Hop-on Hop-off services
  15. 15. Community and Tourism • Community and economic benefits • Community and Socio-cultural aspects. • To strengthen and promote Responsible Tourism • Active involvement of Local Self Governments
  16. 16. To create enabling environment for INVESTMENT • Fast track clearance to tourism projects with investment above Rs. 10 crores • New subsidy system to promote Responsible Tourism practices • Marketing assistance for Service Providers • Residential tariff for homestays
  17. 17. Marketing • To market Kerala as a visible global brand with equal focus on domestic and international markets • Strengthening the existing International markets • To tap the new and emerging International markets • To tap the existing domestic markets
  18. 18. Marketing • Strengthen Market Research • Strengthen Internet enabled marketing strategies • Increasing average length of stay • To develop Kerala as an all season destination • New Destination Promotion campaign • Task Force on Tourism Marketing
  19. 19. Human Resource Observations : • Creating awareness among the people regarding the employment prospects in travel, tourism and hospitality sector. • Need for common standards, uniformity and harmony in curriculum, faculty qualification and education delivery. • Tourism sector is considered as unpopular career option because of unattractive wages and the demanding working conditions
  20. 20. Human Resource • Develop KITTS as an apex institute in HR development • Integration of tourism educational activities of technical institutes
  21. 21. State Tourism Advisory Committee (STAC) Department will form State Tourism Advisory Committee (STAC) to advise Department on destination development, tourism product development, tourism marketing strategies, HR and tourism research to promote and enhance the state’s reputation as a premier tourism destination. The Committee will have nominated members from the tourism industry stakeholders and members of various Task Forces in tourism.
  22. 22. Thank You

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