Tourism in Kerala
From Wikipedia, the free encyclopedia
Kerala is a state on the tropical Malabar Coast of southwestern India. Nicknamed as one of the "10 paradises of the world" by the National Geographic traveller[1], Kerala is famous especially for its ecotourism initiatives. Its unique culture and traditions, coupled with its varied demography, has made it one of the most popular tourist destinations in India. Growing at a rate of 13.31%[2], the tourism industry significantly contributes to the state's economy. The Kerala Tourism Development Corporation, the government agency that oversees the tourism prospects of the state, has adopted the brand God's Own Country for its campaigns. The slogan holds global Superbrand status.[3]
Popularly visited attractions in the state include the beaches at Kovalam, Cherai and Varkala, the hill stations of Munnar, Nelliampathi, and Ponmudi, and national parks and wildlife sanctuaries such as Periyar and Eravikulam National Park. The "backwaters" region — an extensive network of interlocking rivers, lakes, and canals that center on Alleppey, Kumarakom, and Punnamada — also see heavy tourist traffic. Examples of Keralite architecture, such as the Padmanabhapuram Palace, Padmanabhapuram, are also visited. Kochi, the commercial capital of the state, is known as the "Queen of the Arabian Sea". Alappuzha, the first planned town in Kerala, is called the "Venice of the East".
Contents |
[edit] History
Since its incorporation as a state, Kerala's economy largely operated under welfare-based democratic socialist principles. This mode of development, though resulted in a high Human Development Index and standard of living among the people, lead to an economic stagnation in the 1980s (growth rate of 2.3% annually[4] ) This apparent paradox — high human development and low economic development — lead to a large number of educated unemployed in the state, who took jobs overseas, especially in the Gulf countries. Due to the large number of expirates, many travel operators and agencies set shop in the state to felicitate their travel needs. However, the trends soon reciprocated with the travel agencies noticing the undermined potential of the state as a tourist destination.
By 1986, tourism had gained an industry status.[3] Aggressive promotion campaigns carried out by both the government and the private sector, were able to invite a sizeable investment in the hospitality industry. By the early 2000s, tourism had grown into a fully fledged, multi-billion dollar industry in the state. Today, growing at a rate of 13.31%, Kerala is the fastest growing tourist centre in India.[2][5]
[edit] Statistics
[edit] International tourist arrivals
[edit] Nature tourism
[edit] Flora and fauna
Most of Kerala, whose native habitat consists of wet evergreen rainforests at lower elevations and highland deciduous and semi-evergreen forests in the east, is subject to a humid tropical climate. however, significant variations in terrain and elevation have resulted in a land whose biodiversity registers as among the world’s most significant. Most of Kerala's significantly biodiverse tracts of wilderness lie in the evergreen forests of its easternmost districts.[6] Despite this, Kerala contains 9,400 km² of natural forests. Out of the approximately 7,500 km² of non-plantation forest cover, there are wild regions of tropical wet evergreen and semi-evergreen forests (lower and middle elevations — 3,470 km²), tropical moist and dry deciduous forests (mid-elevations — 4,100 km² and 100 km², respectively), and montane subtropical and temperate (shola) forests (highest elevations — 100 km²). Such forests together cover 24% of Kerala's landmass.[7] Kerala also hosts two of the world’s Ramsar Convention-listed wetlands: Lake Sasthamkotta and the Vembanad-Kol wetlands are noted as being wetlands of international importance. There are also numerous protected conservation areas, including 1455.4 km² of the vast Nilgiri Biosphere Reserve.
[edit] Backwater tourism
The backwaters in Kerala are a chain of brackish lagoons and lakes lying parallel to the Arabian Sea coast (known as the Malabar Coast). Kettuvallam (Kerala houseboats) in the backwaters are one of the prominent tourist attractions in Kerala. Alleppey, known as the "Venice of the East" has a large network of canals that meander through the town. The Vallam Kali (the Snake Boat Race) held every year in August is a major sporting attraction.
The backwater network includes five large lakes (including Ashtamudi Kayal and Vembanad Kayal) linked by 1500 km of canals, both manmade and natural, fed by 38 rivers, and extending virtually the entire length of Kerala state. The backwaters were formed by the action of waves and shore currents creating low barrier islands across the mouths of the many rivers flowing down from the Western Ghats range.
[edit] Monsoon tourism
Kerala receives an average annual rainfall of 3107 mm — some 7,030 crore m3 of water. Kerala's rains are mostly the result of seasonal monsoons. A monsoon is a wind pattern that reverses direction with the seasons. The southwest monsoon is generally expected to begin around the middle of June and dies down by September. The monsoon is widely welcomed in the state, for it provides relief from the climax of summer in June.
This period of rainfall (averaging some 120–140 rainy days per year), used to be a dry spell for the tourism industry of the state. However, since 2005, the state has been aggressively promoting a tourism pakages that encourages tourism during this season. These monsoon pakages have brought a spur to the industry, making Kerala tourism a 365-day event.
[edit] Eco Tourism
The state's tourism agenda promotes ecologically sustained tourism, which focuses on the local culture, wilderness adventures, volunteering and personal growth of the local population. Efforts are taken to minimise the adverse effects of traditional tourism on the natural environment, and enhance the cultural integrity of local people. Therefore, in addition to evaluating environmental and cultural factors, initiatives by hospitality providers to promote recycling, energy efficiency, water re-use, and the creation of economic opportunities for local communities are an integral part of ecotourism.
[edit] Cultural tourism
[edit] Heritage tourism
Kerala's culture is mainly Dravidian in origin, deriving from a greater Tamil-heritage region known as Tamilakam. Later, Kerala's culture was elaborated on through centuries of contact with overseas cultures.[8] Native performing arts include koodiyattom, kathakali – from katha ("story") and kali ("performance") – and its offshoot Kerala natanam, koothu (akin to stand-up comedy), mohiniaattam ("dance of the enchantress"), thullal, padayani, and theyyam. Other arts are more religion- and tribal-themed. These include chavittu nadakom, oppana (originally from Malabar), which combines dance, rhythmic hand clapping, and ishal vocalisations. However, many of these artforms largely play to tourists or at youth festivals, and are not as popular among most ordinary Keralites. These people look to more contemporary art and performance styles, including those employing mimicry and parody. Additionally, a substantial Malayalam film industry effectively competes against both Bollywood and Hollywood.
Several ancient ritualised arts are Keralite in origin; these include kalaripayattu (kalari ("place", "threshing floor", or "battlefield") and payattu ("exercise" or "practice")). Among the world's oldest martial arts, oral tradition attributes kalaripayattu's emergence to Parasurama. Other ritual arts include theyyam and poorakkali.
In respect of Fine Arts, the State has an abounding tradition of both ancient and contemporary art and artists.The traditional Kerala murals are found in ancient temples, churches and palaces across the State. These paintings, mostly dating back between the 9th to 12th centuries AD, display a distinct style, and a colour code which is predominantly ochre and green.
[edit] Pilgrim Tourism
Like the rest of India, religious diversity is very prominent in Kerala. The principal religions are Hinduism, Christianity, and Islam; Jainism, Judaism, Sikhism, and Buddhism have smaller followings. The states historic ties with the rest of the world has resulted in the state having many famous temples, churches, and mosques. The Paradesi Synagogue in Kochi is the oldest in the Commonwealth of Nations.
Recognising the potential of tourism in the diversity of religious faiths, related festivals and structures, the tourism department launched a Pilgrimage tourism project.[9][10]
Major pilgrim tourism attractions include Guruvayur, Sabarimala, Malayatoor, Paradesi Synagogue and Attukal Ponkala.
- See also: Pooram
[edit] Other initiatives
[edit] Health Tourism
Medical tourism, promoted by traditional systems of medicine like Ayurveda and Siddha are widely popular in the state, and draws increasing numbers of tourists. A combination of many factors has lead to the increase in popularity of medical tourism: high costs of healthcare in industrialised nations, ease and affordability of international travel, improving technology and standards of care.
However, rampant recent growth in this sector has made the government apprehensive. The government is now considering introduction of a grading system which would grade hospitals and clinics, thus helping tourists in selecting one for their treatments.[11]
[edit] Adventure tourism
[edit] Spice tourism
[edit] Pet tourism
[edit] Advertising campaigns
Kerala Tourism is noted for its innovative and market-focused ad campaigns.[12] These campaigns have won the tourism department numerous awards, including the Das Golden Stadttor Award for Best Commercial, 2006,[13] 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.
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.[14][15] The Kerala tourism website is one of the widely visited site on the internet, and has been the recepient 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.[16]
[edit] Food and Accommodation
[edit] Threats to the tourism industry
With increasing threats posed by global warming and changing weather patterns, it is feared that much of Kerala's low lying areas be suseptable to beach erosions and coastal flooding . The differing monsoon patterns also suggest possible tropical cyclones in the future.[17]
[edit] Awards
The state has won numerous awards for its tourism initiatives. These include:
- 2005 - Nominated as one among the three finalists at the World Travel and Tourism Council's ‘Tourism for Tomorrow’ awards in the destination category.[18]
- Das Golden Stadttor Award for Best Commercial, 2006
- Pacific Asia Travel Association
- Grand award for Environment, 2006
- Gold award for Ecotourism, 2006
- Gold award for Publication, 2006
- Gold Award for E-Newsletter, 2005
- Honourable Mention for Culture, 2005
- Gold Award for Culture, 2004
- Gold Award for Ecotourism, 2004
- Gold Award for CD-ROM, 2004 and 2003
- Gold Award for Marketing, 2003
- Grand Award for Heritage, 2002
- Pacific Asia Travel Writers Association
- International Award for Leisure Tourism, 2000-2001
- Government of India
- Best Performing Tourism State, 2005
- Best Maintained Tourist-friendly Monument, 2005
- Best Publishing, 2005
- Best Marketed and Promoted State, 2004.
- Best Maintained Tourist-friendly Monument, 2004
- Best Innovative Tourism Project, 2004
- Best Promotion Literature, 2004
- Best Publishing, 2004
- Best Performing State for 2003, 2001, 2000 and 1999 - Award for Excellence in Tourism.
- Best Practices by a State Government, 2003
- Best Eco-tourism Product, 2003
- Best Wildlife Sanctuary, 2003
- Most Innovative Use of Information Technology, 2003 and 2001
- Most Tourist-friendly International Airport, 2002
- Most Eco-friendly Destination, 2002
- Best Tourism Film, 2001
- Outlook Traveller - TAAI
- Best State that promoted Travel & Tourism, 2000-2001
- Federation of Indian Chambers of Commerce and Industry
- Award for Best Marketing, 2003
- Award for Best Use of IT in Tourism, 2003
- Galileo - Express Travel & Tourism
- Award for the Best Tourism Board, 2006
- Award for the Best State Tourism Board, 2003
[edit] See also
[edit] External links
[edit] Notes and references
- ^ "Tourism beckons", The Hindu, 2004-05-11. Retrieved on 2006-08-09.
- ^ a b Tourist statistics for Kerala. Tourism Statistics. Kerala Tourism Development Corporation. Retrieved on 2006-08-09.
- ^ a b Kerala Tourism — Superbrand. Superbrand status of Kerala Tourism brand. Government of Kerala. Retrieved on 2006-08-09.
- ^ Mohindra 2003, p. 8.
- ^ NDTV - God's own country: Govt launches campaign to pull tourists
- ^ (Sreedharan 2004, p. 11).
- ^ (Sreedharan 2004, p. 12).
- ^ Bhagyalekshmy 2004, pp. 6-7.
- ^ Incredible Kerala
- ^ Jumbo tourism: Guruvayur temple to woo visitors
- ^ Accreditation Of Hospitals To Promote Top Medical Tourism Destination In India
- ^ Kerala Tourism to unveil new TV campaign
- ^ Kerala tourism commercial gets award
- ^ TV stars to promote Kerala tourism
- ^ Kerala tourism to sign Big B and Aishwarya Rai as brand ambassadors
- ^ Wooing tourists through mobile phones
- ^ Climate change to drive radical changes in global tourism
- ^ Kerala Tourism Awards list
 |
State of Kerala Kerala Topics | History | Economy | Geography | Flora and Fauna | Culture | Arts | Tourism |
|---|---|
| Capital | Thiruvananthapuram |
| Districts | Alappuzha • Ernakulam • Idukki • Kannur • Kasaragod • Kollam • Kottayam • Kozhikode • Malappuram • Palakkad • Pathanamthitta • Thiruvananthapuram • Thrissur • Wayanad |
| Major cities | Kochi • Kollam • Kozhikode • Thiruvananthapuram • Thrissur |
catagory: http://www.grandeurholidays.com - kerala tourism and holidays catagory: http://www.spiceholidays.com - kerala, munnar, holidays and houseboats catagory: http://www.keralaholidays.org - kerala travel holidays catagory: http://www.orange-holidays.com - kerala tourism, kerala holidays, kerala tours, kerala travels, kerala honeymoon packages
