KERALA

“GODS OWN COUNTRY”

Sachin Hundekar
Divya Alshetty
Praveen Kumar M
Subramanya Sharma
Ajay Kanakaraj
KERALA – AN INTRODUCTION
• State Area: 38,863 km2

• Coast Length: 590 kms

• Shares borders with: Karnataka & Tamil Nadu

• Major Cities: Thiruvananthapuram, Kochi & Kozhikode

• “Ten paradises of the world" and "50 places of a lifetime”

MAJOR TOURIST ATTRACTIONS
• Beaches (Alappuzha, Bekal, Kovalam etc)

• Hill Stations (Munnar, Wayanad etc)

• Forts (Palakkad, Pallipuram, St. Angelo fort etc)

• Waterfalls (Palaruvi, Power house waterfalls etc)

• Backwaters (Thiruvallam, Ashtamudi etc)

CONSUMERS
• Corporates.
• Honeymooners.
• Celebrities.
• Politicians.
• Health conscious people.
• Adventure/extreme sports lovers.
MARKET PLACE
• Goa is Famous for Fenny, Liquior, Clear Water Beaches, Curry, and
Accessories. The Famous Goan Carnival is a big hit among the foreign
tourist.

• Rajasthan is famous for adventure tour, royal desert camps, heritage train
tour, desert safari, tribal tours.

• Karnataka is famous for its arts n crafts, pilgrimages, temples, waterfalls

etc.
KERALA IS FAMOUS FOR..
PRODUCTS
• Health package (Ayurveda).
• Honeymooners package.
• Wildlife package.
• Adventure package.
• Hills station package.
• Beach package.
• Backwater package.
• House boat package.
• Yoga package.
TARGETS
To turn Kerala into an all-season destination and to stabilize the tourism
industry it is inevitable to focus on different target markets.

• The domestic market

• Middle East (NoRKs)

• Western countries
COMMUNICATION
• An internet presence is a key success.

• Web pages offer pre-travel information and online tour planers (Kerala-
God´s own Country).

• Promotion campaigns, e.g. “Dream Season”, are communicated through

nationwide multimedia channels.

• Over the years “Kerala-God´s own country” became a brand of world wide
recognition.

• Kerala tourism empanels 7 agencies for Rs. 20-cr campaign.

TRENDS IN DOMESTIC & FOREIGN
TOURIST ARRIVALS INTO KERALA
EARNINGS FROM TOURISM
(2002 TO 2008)

Total Revenue Generated from

Year Domestic Foreign Year tourism Rs. In Crores
2002 5568256 232564 2001 4500
2002 4931
2003 5871228 294621 2003 5938
2004 5972182 345546 2004 6829
2005 5946423 346499 2005 7738
2006 6271724 428534 2006 9126
2007 6642941 515808 2007 11433
2008 7591250 598929 2008 13130
 Variation of people visiting Kerala Destination
  Foreign Domestic
Districts % Var over 2007 % Var over 2007
ALAPPUZHA 23.24 37.47
ERNAKULAM 16.89 36.05
IDUKKI 9.82 5.29
KASARAGODE -4.95 0.29
KOLLAM -1.42 24.34
KANNUR 2.48 5.29
KOZHIKODE -0.54 4.41
KOTTAYAM -0.47 21.87
MALAPPURAM 4.10 3.27
PALAKKAD 27.64 2.79
 Overall Variations of Visitor's during the month to Kerala
  Foreign Domestic
  % Variation over 2007 % Variation over 2007
JAN 16.77 9.66
FEB 18.18 16.98
MAR 26.49 19.55
APR 14.65 15.42
MAY 24.88 12.48
JUN 12.68 12.81
JUL 25.44 20.00
AUG 28.54 14.24
SEP 14.51 8.14
KERALA TOURISM STATISTICS AS ON FISCAL-2008
• Foreign Tourist arrival to Kerala during the year 2008 is 5,98,929. It shown an
increase of 16.11% over the previous year.
• Domestic Tourist arrival to Kerala during the year 2008 is 75,91,250. It shows an
increase of 14.28% over the previous year.
• Foreign exchange earnings for the year 2008 is Rs.3,066.52 Crores which
recorded a growth of 16.11 % over the previous year.
• Total Revenue (including direct & indirect ) from Tourism during 2008 is
Rs.13,130.00 Crores, showing an increase of 14.84% over the last year’s figure.
• Considering the district wise Foreign Tourist arrival, Wayanad district shows the
highest variation of 37.75% over 2007.
• Considering the district wise Domestic Tourist arrival, Alappuzha district shows the
highest variation of 37.47 % over 2007.
• Tourist from UK, France and Germany visit Kerala more.
SWOT ANALYSIS:
Strengths: Weakness:
• State is well known for smooth law • Inadequate infrastructure to match
and order. expectations.

• Variety of product and services • Shortage of funds for tourism

(medical tourism, monsoon tourism, expansion.
beaches, backwaters, etc)
• Restrictive zones and policies.
• Highly reputable, bagged various
national and international awards. • Exploitation of tourists.
SWOT ANALYSIS:
Opportunities: Threats:
• Lot of unused prospective on heritage • Over emphasis may lead to recession
tourism, medical tourism, and in the period of downturn.
pilgrimage tourism.
• Growth of Goa tourism with diverse
• Accessibility of quality human offerings.
resource.
• Growth of tourism may lead to
pollution problem, ecological hazards.
THE FUTURE……. VISION 2025
• To make tourism Kerala’s core competency sector.

• To conserve and preserve the art, culture and heritage of the State.

• To identify, conserve and preserve special tourism zones.

• To involve PRIs and NGOs in the development of tourism infrastructure and tourism
awareness.

•To promote sustainable and eco-friendly tourism in the State based on the carrying
capacity of the destinations.

• To rationalise tourism related legislations and policies of the Government so that it is

tourism friendly and promotes tourism growth.
Thank you