20 July 2001
India’s most literate state, Kerala’s rapid rise as a hot tourist destination has attained international focus.
A 584 percent increase in the state plan allocation reflects the importance given to tourism – Kerala’s investment in tourism for 1999-2000 was US$106 million.
Emerging as a new model for promotion of tourism, Kerala has done well with its strategy to market itself as a multi-dimensional destination with a variety of attractions such as backwaters, Ayurveda clinics, hill stations, wildlife and cultural heritage.
It is the only state in India to have three international airports. A combination of strengths from market positioning, supportive government policies and an aggressive and long-term strategy, makes Kerala India’s biggest success story, being the first state to promote itself as a stand-alone destination.
Kerala’s brand, God’s Own Country, has been so cleverly associated with all of Kerala’s products that it is difficult not to describe it otherwise. Kerala Tourism’s (KT) branding has worked at moving away from its association of being a beach-destination to a land of backwaters with lazy, luxury cruising on traditional Chinese houseboats to health treatments in the land of Ayurveda.
Said KT secretary Amitabh Kant: “Our efforts at marketing Ayurveda as a major unique selling proposition (USP) have started paying dividends.
Kerala is emerging as a ‘top class health destination’ in the world tourism circuit.”
To cater to various segments, Ayurveda’s rejuvenative and therapeutic programmes are available in hospitals, health clinics, resorts and health farms, blending luxury with comfort. So popular has Ayurveda become that most spas and health clubs in India have some form of Ayurvedic treatments available. The availability of therapy and herbs in traditional form and the ideal humidity makes the state best suited for the restorative packages.
Says Kairali Health Resort director, Gita Ramesh: “The response has been so tremendous even from the domestic market that we have opened health farms in Delhi and Khajuraho.”
The Kairali health resort in Palakad, Kerala, has a large international visitor base with Germans, Italians and French as the predominant markets. “There is an increase in visitors from Singapore with international awareness on the therapeutic benefits of Ayurveda.”
Golden Waters, a luxury resort and Ayurvedic spa health centre located in the backwaters of Kumarakom, recently launched a joint package with SilkAir subsidiary Tradewinds, targetting the Singapore market.
Kerala government claims it is clear that Ayurveda centres in the state will not go the way of Thailand’s massage parlours. Highly trained staff man the centres.
Kant explains: “The centres are given approval after inspecting the facilities and infrastructure by a team headed by the director of the Indian System of Medicine.”
Shift from mass tourism to quality tourism is Kerala’s approach in sustaining the green state following its tryst in the early ’80s with unplanned development of its beach destination, Kovalam.
Little wonder then that WTTC recently chose Kerala and Rajasthan as its two partner states in India. The initiative seeks to introduce global best practices to be implemented in the states.
Kant explains candidly: “KT understood early enough the key to sustaining the business of tourism lies in protecting its environment.”
Kerala recently completed a report on carrying capacity of its backwaters that many say have reached maximum capacity. The trade has also expressed a need for regulations on hygiene, safety and strict environmental laws on dumping.