Kerala is a popular tourist destination in India known for its beaches, backwaters, hills, wildlife, and unique culture. Tourism is a major contributor to Kerala's economy, which has grown significantly since the 1980s due to aggressive marketing campaigns promoting the state's natural beauty and traditions. Popular tourist attractions include beaches along the coast, houseboat rides through the network of lakes and canals in the backwaters region, hill stations in the Western Ghats mountains, and national parks containing diverse wildlife. Efforts are made to promote sustainable tourism that benefits the local environment and population.