Kerala has unique geographical features like its coastal location on the Arabian Sea and rivers flowing through the Western Ghats mountains, making it a popular tourist destination. The document discusses Kerala's tourism industry and policy, highlighting popular destinations like beaches, backwaters, and hill stations. It also outlines the government's initiatives to promote tourism, including developing infrastructure, marketing campaigns, and focusing on community involvement and sustainable practices. Tourism is now a major industry for Kerala's economy, with the number of domestic and foreign visitors and revenue from the sector growing significantly in recent years.

1. Presented by : Purnoor Khan
M. Arch (Recreation) III Sem.
Jamia Millia Islamia

2. • Overview
• Geography of Kerala
• Popular Tourist Destinations
• Kerala Tourism policy
• Tourism as a industry in Kerala
• Major Initiatives of Kerala government
• Impact Of Tourism
• Conclusion
• Refrences
Contents :

3. • With the Arabian Sea in the west, the Western Ghats
towering 500-2700 m in the east and networked by 44 rivers,
Kerala enjoys unique geographical features that have made
it one of the most sought after tourist destinations in Asia.
• Formed on 1st November 1956 .
• Capital of Kerala is Thiruvanathapuram.
• Area = 38,863 Sq. Km.
• Language spoken is Malayalam, Official Language is English.
• Major cities are Thiruvanadapuram, Cochin and Calicut
Kerala – God’s own country
• By Air
Cochin International Airport
Thiruvananthapuram International Airport
Kozhikode International Airport
• By Road
Kerala is easily accessible by road from any part of the country through National Highways 17, 47
and 49. Directly connected by road with Karnataka and Tamil Nadu, the state of Kerala has a
network between its important cities by a number of state highways and other metallic roads.
• By Rail
Most of the places in and out of Kerala are interconnected by 200 Railway Stations. Direct trains to
Kerala can be availed from Delhi, Mumbai, Chennai, Bangalore, Kolkata and other major Indian
cities.
How to reach Kerala

4. • By Sea
From Kochi, there are regular ships venturing towards the Lakshadweep Islands. Within the state,
the backwaters of Kerala are not only a popular means of transportation, but tourist attractions
as well. Presently, these internal water navigation systems are the single most popular travel
product of Kerala with its public ferry services , speed-boats and houseboats or ' ketuvallams
Kerala Road Map Railway Map Airports

5. • The topography and the geographical relief features are marked by distinct changes from
east to west and consists of-The Western Ghats- The mighty Western Ghats, a sequence of
Rocky Mountains,edges the eastern boundary of Kerala and ascends roughly upto 1,500 m
above sea level with the lofty peaks rising upto 2,500 m.
• Hill and Valleys- The narrow piece of land on the eastern border, close to the Western Ghats,
encompasses precipitous hills, deep valleys and gorges which are covered with thick woods.
Almost all the rivers of the state originate here.
• Midland Plains- These plains which lie along central Kerala, are located in the west of thhills
and mountains.
• Coastal Belt-The narrow belt of coastal land along the Arabian Sea is characterized by
paddy fields, rows of coconut trees and serene, and backwaters internally linked by rivers
and inland waterways.
• Backwaters and Rivers-The Backwaters consists of lakes and inlets of oceans which straggle
out in the land. The largest backwater is the Vembanad Lake which stretches out into the
Arabian Sea at Cochin Port. There are 49 river/lakes flowing in the state of Keralaamong
them 46 flows to the west and the other 3 flow to the east. They evolve from Western Ghats
and rush towards the west into the Arabian Sea.
Geography Of Kerala

6. Kerala Physical Map Kerala Backwaters Map

7. Beaches Kovalam, Varkala, Marari, Bekal and
Kannur
Backwaters Kumarakom, Alappuzha, Kollam, Kochi
and Kozhikode
Hill stations Ponmudi, Munnar, Wayanad and Vagamon
Wildlife reserves
• Periyar Wildlife Sanctuary,
• Eraviikulam National Park,
• Thattekad Bird Sanctuary
• Parambikulam Wildlife Sanctuary
Popular tourist locations

8. Other Highlights
Traditional Thal Pooram Festival Ayurveda
Houseboats Waterfalls Lighthouses

9. • Kerala initiated tourism development programmes by establishing an international beach resort
at Kovalam in 1976 with the patronage of the central government.
• Realizing the economic potentials, Government of Kerala declared tourism as an industry in
1986.
• The first tourism policy of the state was announced in 1995 underlining the importance of Public-
Private Partnership.
• Types of Tourism Being promoted by Kerala are :
 Backwater tourism
 Farm tourism
 Adventure tourism
 Eco tourism
 Art and cultural tourism
 Kerala wildlife tourism
 Monsoon tourism
 Heritage tourism
 Pilgrimage tourism
 Health tourism
 Village tourism or tourism friendly village
 Handicrafts tourism
 Spices tourism
 Kerala beach tourism
 Kerala kettuvallam tourism
.
Source : www.ibef.org
Kerala Tourism Policy

10. Leader inTourism
In 2015 , winner of
PATA awards by
Macau
Government
Tourism Office
(MGTO)
Six National
Tourism Award
winner in different
categories in 2015
BBC Travel survey
has rated Kerala
as the top
favourite tourist
destination
among foreign
travellers
one of the "ten
paradises of the
world" and "50 places
of a lifetime" by the
National Geographic
Traveler magazine
Increase in
Foreign tourist by
6.97 and
domestic tourist
arrivals by 6.42
per cent during
2014-15 over
2013-14.
Source : www.ibef.org

11. Tourism becomes a vibrant and significant contributor to the sustainable
development of the state of Kerala.
Vision of Kerala Tourism Policy 2012
Source :www.keralatourism.org

12. Mission
Delivering
quality visitor
experience
Visible global
brand
Attracts
investment
sensitive to the
natural
environment
Beneficial &
Valuable to
communities
Enhancing
market share
globally
Quality human
resource
provider
Source :www.keralatourism.org

13. 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

14. 1) 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
• 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
2) Community and Tourism
• Community and economic benefits
• Community and Socio-cultural aspects.
• To strengthen and promote Responsible Tourism
• Active involvement of Local Self Governments
Source :www.keralatourism.org

15. 3) 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
4) 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
• 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
5) Human Resource
• 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.

16. • Develop KITTS as an apex institute in HR development
• Integration of tourism educational activities of technical institutes
6) 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.
Source :www.keralatourism.org

17. • The tourism sector of Kerala is a significant contributor to the state economy. As of 2014-15,
revenue from the tourism sector accounted for 9.84 per cent share of the state’s GDP. Total
revenue (including direct and indirect) from tourism surged by about 12.11 per cent to US$
4,106.5 million in 2014.
• The State Tourism Department is developing eco-friendly, rural tourism packages in
Kumarakom, Wayanad, Kovalam and Muziris heritage circuit.
• During 2015-16, the Government of Kerala proposed an outlay of US$ 1.72 million for Kottayam
Tourism Circuit, US$ 0.83 million for development of Alappuzha port as a maritime tourism
destination and US$ 1.16 million for eco-tourism in the state around forest areas other than
sanctuaries and national parks.
• Total outlay of US$ 46.72 million was proposed under the Annual Plan of 2015-16 for
developing tourism in the state with implementation of 24 schemes through Kerala Tourism
Development Corporation (KTDC) Ltd., Kerala Tourism Infrastructure Limited(KTIL), Bekal Resorts
Development Corporation Ltd. (BRDC), District Tourism Promotion Councils (DTPC) and DMC,
etc.
Tourism in Kerala : A Key Industry
Source : www.ibef.org
• First state in India to launch Tourism Vision 2025 strategy document.
• First to launch Kerala Travel Mart as a permanent organisation to promote tourist attractions
worldwide.
• Launched the India International Boat show, the first of its stature in South Asia.
• An investment of US$ 0.67 million was announced for Kerala waste free destination scheme.
Major Initiatives

18. • An investment of US$ 2.47 million was announced for the promotion and marketing activity
of Kerala tourism sector.
• For the sea plane project, an investment of US$ 1 million was announced.
• For the strengthening and modernisation of tourism institutions an investment of US$ 0.24
million was announced.
• Creation of specific products accompanied with product specific marketing and promotion
activities including invitations to world’s leading travel magazines and newspapers to
discover Kerala.
• Steps to encourage PPP participation such as fast track clearance to tourism projects with
investment above INR 0.1 billion, residential tariff for home stays and other fiscal and non
fiscal incentives.
• Brand Building : Kerala Convention Promotion Bureau (KCPB) plans to market Kerala
aggressively in the MICE business segment especially in countries of Australia and China.
Formulation of marketing strategies and destination specific campaigns along with usage of
social networking sites such as Facebook and Twitter for promotional campaigns is being
implemented. Participation in both national and international road shows/fairs such as Top
Resa, Paris; JATA Travel Mart, Tokyo; WTM, London; ITB, Berlin etc. and conducting workshops
in countries such as Geneva, UK, New York, Chicago, Los Angeles, Paris etc. being carried
out to attract international tourists. International Campaigns such as ‘Your Moment is
Waiting’ reflect the increased focus on attracting international tourists.

19. • The Green Carpet initiative, the first of its kind in the state, is a project aimed at building a
sustainable destination management system in Kerala through participations and partnerships.
The initiative will mark the transformation of destinations in Kerala into better places for people
to visit and live in, before the beginning of the international tourist arrival season.
The partnership of Tourism Organisations and Trade, Local Self Governments, Educational
Institutions (NSS, NCC, SPC), Kudumbasree, NGOs and Social Organisations are expected to
make this initiative a grand success.
81 prominent tourist destinations in Kerala are included in the Green Carpet campaign.

20. • In the early 1990s , the state was known as a single beach destination.
• During 2005-15, revenue from tourism sector increase data CAGR of over 9.98percent.
• In2016, Kerala Tourism is expecting revenue generation of USD 6.1 billion
• Foreign Tourist arrival to Kerala during the year 2015 -16 is 977479. It shows an increase of 5.86%
over
the previous year’s figure of 923366.
• Domestic Tourist arrival to Kerala during the year 2015 -16 is 12465571. It shows an increase of
6.59 % over the previous year’s figure 11695411.
• Foreign exchange earnings for the year 2015 is Rs: 6949.88 Crores which recorded an increase
of 8.61 % over the previous year.
• Total Revenue (including direct & indirect) from Tourism during 2015 is Rs 26689.63 Crores,
showing an increase of 7.25% over the last year’s figure.
• Kerala Tourism is noted for its innovative and market-focused ad campaigns. These
campaigns have won the tourism department numerous awards, including the Das Golden
Stadttor Award for Best Commercial, 2006,Pacific Asia Travel Association- Gold Award for
Marketing, 2003 and the Government of India's Best Promotion Literature, 2004, Best Publishing,
2004 and Best Tourism Film, 2001.
Impact of Tourism Policy
Source : www.ibef.org

21. Tourist Arrival in Kerala (in millions) Revenue Generated from Kerala Tourism
• Catchy slogans and innovative designs are considered a trademark of brand Kerala
Tourism. Celebrity promotions are also used to attract more tourists to the state. The Kerala
tourism website is widely visited, and has been the recipient of many awards.
• Recently, the tourism department has also engaged in advertising via mobiles, by setting
up a WAP portal, and distributing wallpapers and ringtones related to Kerala through it.

22. Conclusion
• Since the first tourism policy was introduced, Tourism has come a long way in Kerala.
• Kerala is a very rich state with natural as well as cultural heritage and government is taking
better steps to harness the potential from these resources.
• Kerala successfully marketed its serene backwaters, wildlife sanctuaries, ayurvedic
treatments and temple festivals
• Now main focus is laid on the involvement of local community and developing
employement for them from Tourism and sustainable tourism making Kerala an international
place of Tourism.
• Focus is laid on improving foreign Tourist arrival which is estimated to be 3.0 Million by 2021 by
Kerala government in Kerala itself.
• Kerala is also taking initiatives for improving the advertising strategies so as to attract foreign
visitors.
• It is also focusing on sustainable tourism. Green carpet initiative is an example of it.

23. Refrences
• http://www.ecotourismsocietyofindia.org/file/State%20Policies/Kerala%20Tourism%
20Policy.pdf
• http://www.ibef.org/
• http:// www.fest300.com/festivals/thrissur-pooram-elephant-festival
• http://www.keralagreenery.com/india-ayurveda/
• http://www.keralahoneymoons.com/blog/athirapally-waterfalls-wild-beauty/
• http://www.thebetterindia.com/65136/ultimate-indian-thalis