Incredible Kerala

TOURISM: An ambitious public-private initiative aims to lure a larger number of travellers to the state.

God's own country is aiming big now! Kerala has drawn up a Rs 1,000 crore investment plan to expand tourism in the state under a public-private partnership initiative.

"We are aiming at regional development through region-specific tourism initiatives involving clear-cut responsibility," says Kerala tourism minister Kodiyeri Balakrishnan.

Currently, over 20 per cent of tourists visiting India are headed to Kerala, and tourists arrivals are growing at 20 per cent. The state wants to grow these numbers through a multi-pronged plan.

Promoting "responsible tourism", which aims at highlighting the state's tradition and heritage while safeguarding environment, is one plank of the plan.

The state is also committed to "eco tourism", which will protect forest area and will focus on keeping environmental balance while promoting tourism in nature-sensitive areas.

"Monsoon tourism" is being promoted to attract travellers from the countries where rain is less. "This is going to be an incredible experience for tourists.

We have also started "health tourism" concept by promoting Ayurveda," says Balakrishnan. For this purpose, the state will identify super specialty hospitals and extend special accreditation after inspecting standards to push health tourism.

The state has also kick started "heritage tourism" and "pilgrimage tourism". "The state will protect temples and natural pilgrimage centres for this purpose," he says. Large scale cultural festivals are also planned to woo tourists.

Meanwhile, the government has tied up with Deccan Aviation for promoting "heli tourism", which will help tourists to visit the entire state in a day with the help of choppers.

It is also exploring tie-ups with other chopper firms. It is also projecting Malabar region (eastern Kerala)as a key tourist location by promoting the forests of Nilambur and Wayanad.

"Kerala will float a state level coordinating agency to manage and monitor these initiatives," says Balakrishnan. And you though God's own country couldn't get any better.