BRAND KERALA JANUARY 2018 TOURISM SPECIAL by BRAND KERALA MAGAZINE

www.brandkerala.biz

@brandkerala

Kerala aims high in 2018

brand kerala January 2018 | Vol. 8 | Issue. 1 | Rs 50/-

b r a n di ng k e r a l a g l oba l ly

Kerala Tourism on growth path again Responsible Tourism Mission, Destination Malabar, River Cruise, Adventure Tourism, Experiential Tourism, MICE Tourism, Wellness Tourism

Kadakampally Surendran Minister for Tourism, Cooperation & Devaswom Govt. of Kerala, India

plus

ISSN 2249244-5

Kerala Tourism special

brand kerala

January 2018

COCHIN INTERNATIONAL AIRPORT LTD. COCHIN COCHIN INTERNATIONAL INTERNATIONAL AIRPORT AIRPORT LTD. LTD. COCHIN INTERNATIONAL AIRPORT LTD.

CIAL Terminal 3 CIAL Terminal 3 Air Travel is no longer the same Air Travel is no longer the same CIAL Terminal 3 Air Travel is no longer the same

www.cial.aero www.cial.aero www.cial.aero

January 2018

brand kerala

www.facebook.com/CochinInternationalAirport www.facebook.com/CochinInternationalAirport www.facebook.com/CochinInternationalAirport

brand kerala

January 2018

brand kerala

IT’S TIME FOR A REBRANDING

K Proper marketing strategy with active participation of Private sector players in the branding and marketing of the destination are very vital for long term growth.

erala Tourism has completed 25 years of `Kerala- God’s Own Country’ branding and 30 years of Tourism as an industry. Now, this industry is contributing more than 11 % to state GDP and overall revenue from this sector has crossed Rupees 30000 crores. The credit for the success of Kerala tourism in the past was fully owned by home grown, small and medium entrepreneurs from the state, with the strong backing of State Tourism authorities. According to Confederation of Kerala Tourism Industry reports, the total investment in Travel, Tourism and Hospitality sector in the state has crossed 75000 crores and industry spends more than 400 crores every year for branding and marketing apart from state official marketing expenditure of 75 crores. The investments made by private players for marketing and branding of hotels and resorts indirectly gives mileage for destinations in Kerala. Kerala is the one and only tourism super brand in India and still hogs the limelight of global tourism arena. But, somehow in the recent past, the brand image of ``KeralaGod’s Own Country’’ has lost its original sheen and vigour due to various reasons even though it retains the charm and beauty to lure travellers from across the globe. It is high time we evaluated and took stock of the brand visibility and a brand auditing should be done to refresh and revitalize the Kerala brand. To bring back our old charm, we must initiate some war footing measures, from grass root level to the highest authority in power. The cleanliness across the state and good civic sense among citizens are the prerequisites for the survival and existence of the tourism in our state. A proper awareness

campaign is needed to create and evolve a vibrant host community who can welcome tourists to our destinations with smiling faces and warm hearts. The improvement of basic infrastructure and elevation of the standards of the hospitality sector also are the needs of the hour. Quality of service and its sustainable maintenance will be the major factors essential for the growth of tourism in Kerala in the near future. Trained manpower and skilled labour resources are the two factors required to achieve this goal. The state Responsible Mission can do a lot of things in this direction, if the strategy and planning, go hand in hand. Proper marketing strategy with active participation of Private sector players in the branding and marketing of the destination are very vital for long term growth. Proactive use of the Print media, the internet, digital media, social media and visual media will go a long way in spreading the positive messages of tourism related developments across the Globe. Focus on the growth sectors and identifying and maintaining the emerging markets are very crucial for a sustainable growth of tourism in the state. The Non Resident Keralaites can take up the role of goodwill ambassadors of Kerala Tourism in attracting more tourists to the state from various parts of the world. Let us hope that the Loka Kerala Sabha, an innovative initiative, will hold discussions in this direction and create a good business atmosphere for the betterment of Tourism and overall development of the state. Brand Kerala Magazine wishes all our readers a productive and Great 2018! Ravisankar K V Editor

brand kerala Januaray 2018 Vol 8 Issue 1

Editorial Managing Editor Editor in Chief Executive Editor associate Editor Director, Marketing chief operating officer

Ravisankar K V J S Indukumar Balachandran B Rajani A Mujeeb Shamsudheen Shyam Kumar P

Photographer

Murukesh Iyer

Design Editor

Gopakumar K

Business & Editorial Associates New Delhi Bangaluru Kolkata Chennai Coimbatore Kochi Kollam Kozhikode

Anilkumar D +91 9868123311 Damodaran K Nayar +91 9035616040 Jayasre Singh +91 94330 60333 Krishnan +91 9947260531 Biju Thomas +91 9944562027 Rabish O +91 9387297703 Suresh Kumar +91 9745022177 Arun Lal +91 8606582990

e-mail Editorial Advertisement Circulation & Subscription

editor@brandkerala.biz marketing@brandkerala.biz info@brandkerala.biz

I N C ov e r s at i o n

Kerala Tourism aims double digit growth in 2020 Kadakampally Surendran, Minister for Co-Operation, Tourism and Devaswom, Government of Kerala.

Editorial & Corporate office Brand Kerala Media House Associates SRL A 32, Sankar Road, Sasthamangalam P.O., Thiruvananthapuram 695010 Kerala, India Tele : +91 9947260531 Internet edition www.brandkerala.biz Digital edition www.issuu.com/brandkerala www.facebook.com/brandkerala RNI No. KERENG 2010/36920 ISSN 2249244-5 No part of this magazine may be reproduced without the Written permission of the Publisher of BRAND KERALA All rights reserved. Copyright @2018 Owned, Edited, Printed and Published by Ravisankar K.V., Brand Kerala Media House Pvt. Ltd., SRL A - 32, Sankar Road, Sasthamangalam P.O., Thiruvananthapuram 695010 Kerala, India at Orange Offset Printers, Thiruvananthapuram for Arsha Offset Graphix, Janvilla Lane, Vellayamabalam, Thiruvananthapuram â&#x20AC;&#x201C; 695010 Editor: Ravisankar K V

brand kerala

January 2018

24 Adventure, 30 A Kerala Fac e to Fac e

An a l y t ic a l

MICE and Malabar on main agenda

Model of Innovation & Success

Director, Kerala Tourism speaks about the plans and projects.

An amazing rise and success story of Kerala Tourism.

INSIGHT PEPPER- An ode to sustainable tourism

With a fine mélange of culture and natural settings, Kerala also offers stateof-the-art technology for business meetings, conferences and exhibitions to match global standards.

People’s Participation for Planning and Empowerment through Responsible Tourism.

NEWS

responsible Tourism Mission launched

KERALA TOURISM BAGS SIX NATIONAL TOURISM AWARDS

Leela Raviz, Marriot Kochi win State Awards

KITTS : AN ENVIABLE EXAMPLE

KERALA TOURISM TARGETS EUROPEAN MARKET

A new generation institute designed for travel and tourism industry.

Kochi to host 10th edition of KTM 2018 in September

Muziris Paddle Rowing with a Motive

S u cc e s s S t o r y

trends “Who would not like to be a part of this marvelous blogexpress . Thanks to department of Kerla Tourism. Shailendra Rai

Incredible!ndia @incredibleindia

Kappil Beach in Kasaragod is one of most charming and least crowded beaches in Kerala. For the quiet, beach loving person, this is the dream destination.

in conversation

2021

Please explain major features of the new Kerala Tourism Policy being framed by the Government. Keralaâ&#x20AC;&#x2122;s new Tourism Policy 2017 envisages creation of new customized

Double

50% foreign tourist arrivals

domestic tourist arrivals

brand kerala

January 2018

products for attracting young travellers, professionals, students and artists to the state. The policy emphasizes on the active participation of the differently-abled and transgenders, while implementing the Responsible Tourism Mission across the State to promote the tourism. The new policy aims to address the key issues of the tourism industry in cooperation with the local bodies such as waste management and renovation of roads. The Department of Tourism has proposed to establish a Kerala Tourism Regulatory Authority (KTRA) to ensure quality service for tourists and curb unhealthy practices in the tourism sector. An investment cell would be

year-on-year growth expectation domestic tourists International tourists

14.87%

aim

t a time when the tourism market in the state was at the fear of a downward trend, Kadakampally Surendran, the vibrant face of the state Cabinet took up the reigns of tourism and has now put it back on the growth track by evolving a creative and productive revival package. Excerpts from the face-to-face with the Minister

8.45%

Kadakampally Surendran, Minister for Tourism, Cooperation & Devaswom, Govt. of Kerala, India speaks about future plan to Balachandran B, Executive Editor, Brand Kerala.

formed to help potential investors, especially NRIs. With the aim to drive growth of the overall tourism sector, the tourism board has also planned to revise the classification system for ayurveda centres, houseboats and other services with strict norms. In addition to that, a special rating would be introduced for hotels based on the quality of service provided. The priority has always been to promote ‘Responsible Tourism’ with active participation of the local bodies and citizens. The new policy would continue to focus on the main objective of Kerala Tourism. Malabar region, except Wayanad, is yet to explore, even with its huge potential for development. Unfortunately Kerala Tourism couldn’t tap this huge potential in the past. Is there any plan to promote the North Kerala region in future? Kerala Tourism has been working towards channelizing its energies towards raising awareness on the unexplored and pristine destinations in Northern Kerala to promote state tourism. Following a vigorous promotional campaign, Kerala Tourism aims to promote Northern Kerala, which has untapped tourism potential. With the aim to increase the geographical spread of tourist arrivals to the state, Kerala Tourism plans to promote its Malabar region aggressively through a Rs. 325 crore project, which includes unexplored destinations such as Wayanad and Palakkad. The Tourism department has added destinations like Bekal, Kannur, Kozhikode and Malappuram to the promotion and marketing campaigns. With the objective to promote river-cruise tourism, the Government of Kerala has envisioned Rs 300-crore project for nine rivers in Kannur and Kasaragod. Kannur will be the nerve centre of the new

Kerala Tourism plans to promote its Malabar region aggressively through a Rs. 325 crore project, which includes unexplored destinations such as Wayanad and Palakkad. Kadakampally Surendran, Minister for Co-Operation, Tourism and Devaswom.

Malabar circuit, which will be linked through a river cruise project - called ‘Malanadu cruise’. Besides, Kerala Tourism has planned to invest in light and sound shows at Bekal and Kannur, music fountains, monsoon tourism in Wayanad and other pristine destinations. Once the unexplored Malabar region takes off, the state is hopeful of doubling its tourist arrival numbers. Please elaborate on the major achievements of Kerala Tourism with special emphasis on the targets met, projects accomplished and future growth rate potential The Department of Tourism has been focusing on executing the Responsible Tourism Mission across

January 2018

brand kerala

Bamboo Rafting at Vythiri River in Wayanad

the state. The world’s first RT Mission would lead the state through local community and environment-friendly, while ensuring rural development and women empowerment. Responsible Tourism has been lauded by the United Nations World Tourism Organisation, which described it as a model for other destinations to replicate. Kumarakom bagged ‘Best Responsible Tourism Project’ at National Tourism Awards 2015-2016 and Highly Commended Responsible Tourism Award at WTM London. The tourism department aims to double the foreign tourist arrivals and increase domestic tourist arrivals by 50 percent, by 2021. This would require a year-on-year growth of 8.45% for domestic tourists and 14.87% for International tourists. The latest tourist arrival statistics show very positive signs of attaining this goal in domestic

brand kerala

January 2018

Muddy Boots Adventures

tourism with an 11.03% growth this year. As many as 10,18,986 new domestic tourists added during the period of January to September 2017 as compared to the previous year (January to September 2016). Therefore, the domestic tourist arrivals have achieved beyond the target set out by State Tourism Policy. In fact, the growth has almost doubled compared to the last year. Despite major changes in the tourism industry, including enhanced GST rates, the foreign tourist arrivals have also increased by 4.23% during the same time period. In order to attract foreign tourists, Kerala Tourism signed an agreement with SilkAir to promote state tourism in potential international markets, including Japan and South-East Asia markets. The state also offers convenient air connectivity to the international markets with the aim to

increase the foreign tourist arrivals to the state. What is your opinion on evolving Kerala as a major hub of green, eco friendly and responsible tourism. We have been working with tourism stakeholders, local communities and the government with the aim to take hospitality to a whole new terrain, of late, and it has ‘Responsible Tourism’ initiative high on the agenda. This unique initiative aims to bring in the local community and environmentfriendliness, rural development, employment generation and women empowerment. It has been an eye opener in such a way that it has benefited the local communities monetarily with sustainable living and employment generation in a major way. The project has succeeded in

creating dedicated and committed entrepreneurs, and is expected to create 1.5 lakh jobs. Further, Kerala Tourism has unveiled new tourism policy focused on ‘green carpet’ initiative. Under this initiative, the tourism board of the state plans to build a sustainable destination management system. Envisaging the green carpet initiative as a comprehensive awareness campaign, the government plans to embody the state as a cleanest, safest, healthiest state to woo the tourists across the world. As per the new tourism policy, we are hopeful to position the state as an ecofriendly state across the globe. Special projects in the pipeline for specialized brands like health tourism, spiritual tourism and the like. Considering the scope and potential of health tourism in Kerala, the tourism department has planned to leverage medical tourism while promoting Ayurveda. Owing to the popularity of Ayurveda treatment, the state has immense potential for health tourism. The tourism department has been keen to take all the necessary steps to boost health tourism in the state as it has high potential to woo tourists. Presently, Kerala Tourism has been focusing on promoting adventure tourism across the world. The department plans to position Kerala as a ‘Land of Adventure’ while attracting adventure enthusiasts across the globe. Additionally, Kerala Tourism has planned to implement “Barrier Free Kerala Tourism” this year, which shall result in creating accessible spaces to the differently abled and elderly tourists. Owing to the changing preference of the travellers for real travelling experiences through experiencing village life, the Tourism Department has been promoting homestays and rural tourism. Under the new tourism policy, the tourism

department has proposed to establish 1000 new classified homestays in the state at destinations like Malabar region. Major challenges being faced by us from neighbouring destinations like Srilanka, Maldives, and other neighbouring states. Plans for Special packages for beach tourism to counter this. We at Kerala Tourism has been working to accelerate the growth of the tourism sector in a big way. We

Kerala’s Kumarakom Village bags the global and national award for its Responsible Tourism Practices.

aim to position the state as a most sought-after destination globally. Our objective is to promote state tourism in a responsible manner without harming the environment. Over a last couple of year, Kerala has received tremendous response from the travellers. And, we are hopeful to keep up the positive momentum. We are well prepared to overcome the challenges of the tourism industry. Kerala Tourism has also been

working towards promoting the picturesque beaches of the pristine destinations such as Kovalam, Kozhikode, Varkala and many more. We have undertaken mass cleaning programme under the Green Carpet initiative in order to attract maximum number of vacationers to experience the beauty of the state. Moreover, we have planned to develop few waterbased activities like kayaking for the adventure enthusiasts. We have also been offering diversified holiday packages, featuring an outing through Kozhikode and Wayanad districts, covering beach, Pookot lake, Meenmutty waterfalls, Banasura Sagar Dam and others to woo tourists. Action plan for adventure tourism and MICE tourism. The tourism department of Kerala has always been keen on promoting adventure tourism to woo vacationers from all corners of the world. MICE tourism has immense potential to promote the tradition, culture and art forms of the state across the globe. Kerala Tourism has been actively working on promoting the rich cultural heritage of the state, while making the best use of digitalization and technology in order to boost the tourism sector. Following the submission of suggestions from the industry, a committee to look into more suggestions and possibility of implementing the development projects was constituted. Kerala Tourism has planned to call out for a stable five-year sustenance of tourism projects. Further, Kerala Tourism has invited participants to create campaigns on MICE tourism potential and implementation in all areas and support in marketing of the MICE tourism segment of Kerala. January 2018

brand kerala

news Responsible Tourism Mission launched Waste management should be a prime consideration in any development program. The tourist spots and places around the state should be kept clean at all times. It should be a practice by itself. One needs to appreciate Responsible Tourism completely for it is a source of support for the local communities

erala Tourism has launched its much awaited State “Responsible Tourism Mission” at Kumarakom, India’s most awarded destination for its globally acclaimed Responsible Tourism initiative. Mr. Pinarayi Vijayan, Chief Minister of Kerala has officially launched the dedicated RT Mission, to initiate Kerala Tourism’s growth to the next level of sustainable development path. The world’s first Responsible Tourism Mission is all set to lead Kerala Tourism through peoplefriendly, local community-friendly and environment-friendly, initiatives ensuring rural development, employment opportunities and women

brand kerala

January 2018

Pinarayi Vijayan, Chief Minister of Kerala lighting the traditional lamp to launch Kerala Responsible Tourism MIssion at Kumarakom. Balakiran IAS Director, Kerala Tourism, VN Vasavan, Kadakampally Surendran, Minister of Tourism, Kerala, K Rupesh Kumar, State Coordinator, Responsible Tourism Mission, Jose K Mani MP and K Suresh Kurup MLA are also seen

empowerment. Mr. Kadakampally Surendran, Minister of Tourism, Kerala has presided over the function, while Mr. K Suresh Kurup MLA and Mr. Jose K Mani Member of Parliament were the chief guests of the function. Dr. Venu V, IAS, Principal secretary, Kerala Tourism delivered the welcome speech and Mr. P Bala Kiran, IAS, Director of Tourism presented the Responsible Tourism Mission project. Mr. K Rupesh Kumar, State Co-ordinator, Responsible Tourism Mission announced the new Responsible tourism destinations. “Waste management should be a prime consideration in any development program. The tourist spots and places around the state

should be kept clean at all times without asking for additional cost. It should be a practice by itself. The tourism department should make enough arrangements to accommodate the number of tourists coming in to the state. One needs to appreciate Responsible Tourism completely for it is a source of support for the local communities, said Mr. Pinarayi Vijayan, Chief Minister of Kerala while delivering his inaugural address. Presiding over the function, Mr. Kadakampally Surendran, Minister of Tourism said, to be the pioneer state in practicing the concept of Responsible Tourism in the entire country is a proud moment. The government policy is to make Tourism more popular.

Kerala RT Mission is the world’s first Responsible Tourism Mission

have initiated Responsible Tourism cells. The state RT cell has been formed and has already kick started with its functioning and as part of this, from 6 destinations, today we have almost 35 destinations on RT across Kerala”, said Mr. Bala Kiran. The chief minister and the tourism minister also honored the Panchayat committee, various tourism coordinators, facilitators, entrepreneurs as well as natives of Kumarakom, for their participation in bagging the national award to the village this year for Responsible Tourism.

Kumarakom has set itself as an example for Responsible Tourism and its efficient functioning. The affluent working patterns of this destination for the past 10 years has played a key role in highlighting the identity of Responsible Tourism and hence the coordinator of this mission Mr. Rupesh Kumar and destination co-ordinator Mr. Baghat Singh VS were felicitated by the Chief Minister. Coconut Lagoon resort was rewarded for conducting the best promotions for Responsible Tourism. The aim of the Responsible tourism mission is to increase the number of destinations which is limited to 8 now and also to expand it across the state said Mr. K Rupesh Kumar, co-ordinator, State Responsible Tourism Mission. In a social, economical and tourism scenario, ensuring public participation in tourism and also promising waste eradication. For this, several destinations has made ideal tourist villages.

info Vythiri

Kerala Responsible Tourism Mission

Kumbalangi

Kumarakom

Bakel

Kerala Tourism planning to expand the RT initiatives across the state by incorporating a set of new destinations. Currently it is carried out only in seven destinations in the state. Viz

Ambalavayal

Thekkady

Cu r

Kovalam

Apart from improving the functioning of the elite class, the government also aims to use tourism as a tool for village development and women empowerment. Their aim is to make Responsible Tourism more beneficial to the localites. It feels proud to see the mission that started off in Kumarakom as a pilot project in 2008 and is very happy and proud about this. The Government moves forward aiming to bring in more job opportunities and income generation to the localities” “It’s a proud moment for Kerala Tourism and its stake holders include hoteliers, tour operators and people in the state” said Dr. Venu V IAS Principal Secretary Kerala Tourism, while welcoming the gathering. Responsible Tourism that started off in Kumarakom, a decade ago, is now a world renown concept and a point of discussion across the globe. It’s definitely a proud moment for us to be a pioneer in setting up this concept so effectively. Within a span of 9 years, 16 crores is the profit Kumarakom could gain through tourism. Around 1.16 crore revenue is generated by the localities. The reason behind this growth is the involvement as a group by the communities around. The aim of RT is to create 1.5 lakh jobs in the future, said Dr. Venu V. With a bunch of new projects under the new mission, the state aims at expanding Responsible Tourism across the state by incorporating a set of new destinations. Currently it is carried out only in seven destinations in the state, viz. Kumarakom, Thekkady, Vythiri, Ambalavayal, Kumbalangi, Bakel andKovalam. Kerala has bagged countless national and international awards and recognition for these projects. Mr. P Bala Kiran IAS, Director of Kerala Tourism gave a deep insight into the Responsible Tourism mission project. 14 districts across the state

st i n

at i o n s

January 2018

brand kerala

news

The President of India, Shri Ram Nath Kovind presenting the ‘Hall of Fame’ Award 16 for Most innovative use of IT” at the National Tourism Awards 2015 to Kadakampally Surendran, Minister for Tourism, Government of Kerala. Alphons Kannanthanam, Union Minister of State for Tourism (I/C) and Electronics & Information Technology, Rashmi Verma IAS, Secretary, Ministry of Culture and Tourism and Biswas Mehta IAS, Resident Commissioner of Kerala in New Delhi are also seen.

KERALA TOURISM BAGS SIX NATIONAL TOURISM AWARDS Kerala wins ‘Best Tourism Promotion Publicity Material’ for a film tourism brochure- ‘Your Next Blockbuster Destination’ and ‘Excellence in Publishing in Foreign language other than English’ for a Spanish Brochure titled “Reanimar – Enel PropioPais de Dios” 16

brand kerala

January 2018

r. KadakampallySurendran, Minister for Tourism, Government of Kerala received six National Tourism Awards 2015-16 from The President Shri Ram NathKovind, VigyanBhawan in New Delhi recently. The Department of Tourism, Government of Kerala has been lauded with Hall of fame award for the ‘Most Innovative Use of Information Technology - Social Media / Mobile App’ for the ninth consecutive year. Out of these six awards, Kerala Tourism bagged two awards in the marketing category, including ‘Best Tourism Promotion Publicity Material’ for a film tourism brochure‘Your Next Blockbuster Destination’

and ‘Excellence in Publishing in Foreign language other than English’ for a Spanish Brochure titled “Reanimar – Enel PropioPais de Dios”, conceived and developed by Stark Communications. The film tourismbrochure highlights the picturesque beaches, exotic wildlife, hill stations and unexplored backwaters that are amongst just a few of the prime locations that can be used to shoot any form of media. The Spanish brochure encapsulates the key attractions of the state, highlighting why Kerala is considered to be the most sought-after destination across the world. The state tourism also bagged an award for the Best Responsible Tourism

Initiative for ‘Kumarakom’. The spirit of Kerala’s Responsible Tourism is based on the availability of plenty of natural resources, skilled manpower, supportive entrepreneurial community, strong local-self-governments, civilsociety organizations, multitude of micro enterprises, streams of professionals and academicians, responsible media and responsive tourism industry. All of these initiatives provide the state an ideal setting to implement andpractice it. Speaking about the significance of theresponsible tourism initiative, Mr.KadakampallySurendran, Honorable Minister for Tourism, Government of Kerala stated, “It give us immense pleasure to be lauded with the prestigious National Tourism Awards in six different categories. Kerala Tourism has been focused on promoting the concept of ‘Responsible Tourism’ for protecting environment and conserving cultural heritage. And, receiving award for this significant initiative of the state emboldens the tourism department to keep up the positive momentum.” Moreover, the state was lauded with 3 National Awards in private sector. Lotus Destinations Pvt. Ltd.,

Cochin bagged award for Best Tour Operator Promoting Niche segments other than MICE and adventureand Vivanta by Taj, Kumarakom received award for Best hotel – 4 star category andSomatheeram Research Institute & Ayurveda Hospital Pvt. Ltd bagged award for Best Wellness Centre. Kerala Tourism has some robust infrastructural development plans to

Taj Kumarakom, Somatheeram Ayurveda & Lotus DMC are the winners.

promote ‘Responsible Tourism’ and the state’s tourism department is working thoroughly on formulating and executing development plans for the overall growth of the state. With the aim to promote river-cruise tourism, the Government of Kerala has envisioned Rs 300-crore project for nine rivers in Kannur and Kasaragod. In addition, the State government

is planning to develop quite a few adventure parks for adventure enthusiasts. For which, the government allocated Rs. 45 crore for Prasadam project and Rs. 20 crore for Green Carpet scheme for Alappuzha, Enranjil, Neyyar and Thenmala. The category for other awards include Best State for‘Comprehensive Development of Tourism’and Best Civic Management of a Tourist Destination Category ‘C’ for ‘Sarovaram Bio Park’. SarovaramBiopark is the only ecofriendly biopark in Kerala promoting the conservation of mangrove forests and wetlands. The biopark is located right at the heart of the city. The canal walkway, boating facilities, Otter Park, Butterfly Park, bird sanctuary, aquarium, floating rafts, board-walk, park/ musical fountain, open air theatre are popular attractions here. Interestingly, for the ninth consecutive year, Kerala Tourism has been awarded with Hall of fame award for the ‘Most Innovative Use of Information Technology - Social Media / Mobile App’. Being the first tourism board to run an official website, Kerala Tourism has always been in the forefront to utilize the technology in the tourism sector.

info KERALA TAKES HOME NINE NATIONAL TOURISM AWARDS 1 Hall of Fame Award Most Innovative Use of Information Technology - Social Media / Mobile App 2 Best Tourism Promotion Publicity Material Your Next Blockbuster Destination - A film tourism brochure

3 Excellence in Publishing in Foreign language Reanimar – Enel PropioPais de Dios (Spanish brochure) 4 Best Responsible Tourism Project Kumarakom

5 Best Civic Management of a Tourist Destination in Category C Sarovaram Bio Park 6 Second runnerup in the category - Best State Comprehensive Development of Tourism

7 Best Tour Operator Promoting Niche segments other than MICE and adventure Lotus Destinations Pvt. Ltd.

9 Best Wellness Centre Somatheeram Research Institute & Ayurveda Hospital Pvt. Ltd.

8 Best hotel – 4 star category Vivanta by Taj, Kumarakom January 2018

brand kerala

news

Kadakampally Surendran, Minister for Tourism, Govt of Kerala addressing the Tourism Advisory Committee members and other tourism trade association leaders during the Kerala State Tourism policy discussion. Rani George IAS, Secretary, Tourism and P. Bala Kiran IAS, Director, Kerala Tourism are also seen.

KERALA TOURISM POLICY PAVES WAY FOR A BIG LEAP Kerala Tourism policy looks forward to a comprehensive revamp of the tourism sector in Kerala, so that the tourism potential offered by Kerala is utilized fully. Besides, offering a helping hand to the private investors who are keen on pumping in money in tourism businesses in the state is what the policy would be keen on. 18

brand kerala

January 2018

n a bid to extract the tourism industry’s comments and opinion on the new Kerala Tourism Policy brought about by the state government, a review meeting was organised at the Mascot Hotel in Thiruvananthapuram recently. The proposal to revamp operations in the state tourism segment was put forward for discussions among the industry players so that it could be kicked off in an easy and transparent manner, according to Kadakampally Surendran, Minister for Tourism, Devaswom and Cooperation, Government of Kerala who led the review meeting. The new tourism policy was approved by the state Cabinet after the proposals were discussed among

the industry players in the Kerala Tourism space. Now with the policy in place, the review meeting today offers another opportunity to the industry segment to put forward their views on the proposals which include a rejig of the activities. “What the tourism policy looks forward to is a comprehensive revamp, so that the tourism potential offered by Kerala is utilised fully. Besides, offering a helping hand to the private investors who are keen on pumping in money in tourism businesses in the state is what the policy would be keen on,” the Minister said. As Kerala has abundant natural resources and is recognised across the world for its culture, it would be imperative to roll out new measures

to grow beyond the current scenario. The tourism policy aims at aiding the Kerala tourism sector to leap ahead, the Minister stated. Kerala Tourism is a brand well known in the international arena. According to estimates, it also contributes around 10 percent of the state’s revenues. On the job front, Kerala tourism has proved to be one of the largest employment generators. Kerala Tourism aims at promoting adventure tourism in the state and the state also acknowledges the fact that the Kochi- Muziris Biennale also offers huge tourism potential. An Entrepreneurial Fund is in the anvil, he stated listing down the proposals put forward by the policy.

KERALA TOURSIM AIMS AT PROMOTING ADVENTURE TOURISM IN THE STATE.

Adherence to a Green Protocol, Responsible Tourism initiatives would take the state’s tourism sector a long way ahead while ensuring travellers safety in the most effective manner. Kerala Tourism will also look for a Brand Ambassador, the Minister added. Speaking at the meeting Rani George IAS, Secretary, Tourism, said the policy envisions 100 percent increase in international tourist arrivals and 50 percent increase in national tourist arrivals by 2020. In order to achieve the set objective, various innovative initiatives will be implemented jointly by the government and the tourism industry in a time-bound manner and responsible manner.

GLOBAL RECOGNITION FOR KUMARAKOM VILLAGE Kerala’s Kumarakom village bags the global tourism award for its responsible Tourism initiative World Travel Market Responsible Tourism unites the global travel industry, companies, organisations and professionals alike, to share sustainable practices and ethical methods and drive the responsible tourism agenda.

erala Tourism’s Kumarakom responsible Tourism initiative found a place in highly recommended category WTM Responsible Tourism award 2017. Kadakampally Surendran, Minister for Tourism, Govt of Kerala has received the plaque of the coveted recognition from Simon Press, Senior Exhibition Director, World Travel Market London and Arabian Travel Market for Reed Exhibitions Ltd. and Dr. Harrod Goodwin, Director of International Centre for Responsible Tourism for Kumarakom RT Initiative at WTM London, Dr. Venu V IAS, Principal Secretary, P. Bala Kiran IAS, Director of Kerala, Rupesh Kumar, State RT Mission coordinatoer and Jose Dominic, Member of National and Kerala State Tourism Advisory board were present on the occasion. The Responsible Tourism Awards were presented at World Travel Market (WTM) London on the WTM Responsible Tourism Day, which is one of the biggest responsible tourism events around the globe.

Kadakampally Surendran, Minister for Tourism, Govt of Kerala receiving the award from Simon Press, Senior Exhibition Director, World Travel Market London and Arabian Travel Market for Reed Exhibitions Ltd. in the presence of Dr. Venu V IAS, Principal Secretary and P. Bala Kiran IAS, Director, Kerala Tourism.

January 2018

brand kerala

news

Leela Raviz, Marriot Kochi, win State Tourism Awards Government of Kerala is relentlessly striving to bring in more prosperity in the tourism sector of Kerala. The value of public participation in tourism is phenomenal and urged for an inclusive tourism approach with public participation which can make Kerala the best destination for international tourists.

GH bagged two awards while Estuary, Teak Town, Chalukya Grace, Kalypso Adventure and Sanchari FB group among the winners Rajesh Nair of Eastend Hotels adjudged as Best Hotel Manager of Kerala The Department of Tourism, Government of Kerala, presented the much-awaited ‘Kerala State Tourism Awards 2015-2016’, honoring Kerala’s best tourism service providers for their exceptional performances. Mr. Pinarayi Vijayan, Chief Minister of Kerala, who inaugurated the awards ceremony at the Hotel Taj Trivandrum presented the prestigious award to the winners.

Speaking on the occasion, Chief Minister said, the value of public participation in tourism is phenomenal and urged for an inclusive tourism approach with public participation which can make Kerala the best destination for international tourists. CM promised that the Government of Kerala is relentlessly striving to bring in more prosperity in the tourism sector of Kerala. The launch of an updated version of www.keralatourism.org was also launched by Honorable Chief Minister. Mr. Kadakampally Surendran, Minster for Tourism, Co-operation and Devaswom, presided over the awards ceremony. He promised to

Kerala State Tourism award 2015-16 winners with Kadakampally Surendran, Minister for Tourism, Govt of Kerala, V.K. Madhu, District Panchayath President, Thiruvananthapuram, Rani George IAS, Secretary, Tourism, P. Bala Kiran IAS, Director, Kerala Tourism, Rahul, MD, KTDC, E.M. Najeeb, President, Confederation of Kerala Tourism Industry, Babay Mathew Somatheeram, President, Kerala Travel Mart Society and Anish Kumar P.K., President, Association of Tourism Trade Organization of India.

brand kerala

January 2018

info Tourism awards 2015-16 In-Bound Tour Operator Inter sight Tours and Travels Pvt. Ltd

Heritage Hotel Coconut Lagoon, Kumarakom

Hotel/Tourism Management Institute Oriental School of Hotel Management

Tourism Related Report G. Jyothilal, Senior Sub Editor, Mathrubhumi

Five Star Deluxe Hotel The Leela Raviz Kovalam

Ayurveda Centre Somatheeram Research Institute & Ayurveda Hospital

Use of IT in Tourism The Sanchari Facebook Community

Tourism Photography Rajan. M. Thomas, Malayala Manorama

Five Star Hotel Kochi Marriott Hotel

Homestay Rose Gardens Eco- Friendly Homestay, Munnar

Adventure Tourism Kalypso Adventures

Four Star Hotel Spice Village in Thekkady

Serviced Villa Teak Town, Malappuram.

Tourism Police V.B. Rasheed

Best practices in the field of Responsible Tourism Chalukya Grace Tours, Thiruvananthapuram

Three Star Hotel Estuary Island, Poovar

Best Hotel Manager Rajesh Nair, Eastend Hotels

Tourism Lifeguard Premjith T.V.

Pinarayi Vijayan, Chief Minister of Kerala presenting the Best Five Star Deluxe Hotel award Ganesh Ravi Pillai, Executive Director, Raviz Hotels & Resorts for The Leela Ravz Kovalam.

implement the recommendations included in the New Tourism Policy quickly within the specified timeline. The Minister strongly believed in the strength of Kerala Tourism industry and shared his hope that the New Tourism Policy will bring a positive upsurge for the overall development Of Kerala. The Minister requested the leaders of Tourism Industry to contribute to the Chief Ministerâ&#x20AC;&#x2122;s Relief fund and help to the victims of Okhi cyclone. Tourism and Culture Secretary Ms. Rani George IAS welcomed the gathering and hoped Kerala will be

Pinarayi Vijayan, Chief Minister of Kerala presenting the Best Tour Operator award to Abraham George, MD of Intersight Holidays Kochi

Chief Minister of Kerala has launched the updated version of www. keralatourism.org

on top of Global Tourism Map. She congratulated the Award winners on behalf of Kerala Tourism Department and strongly believed that the New Tourism Policy implemented will yield wonderful results empowering

Kerala Tourism Industry.She added that the success of the New Tourism Policy is a collective responsibility and shared her optimism about the leadership of CM Mr. Pinarayi Vijayan and Tourism Minister Kadakampally Surendran. VK Madhu(District Panchayat President), EM Najeeb, (President CKTI), Baby Mathew (President KTM Society), P.K. Aneesh Kumar PK (President, ATTOI), Jaffar Malik IAS (Additional Director, Kerala Tourism), A R Rahul IRS, MD, KTDC were among those present. P Bala Kiran IAS (Director, Kerala Tourism) proposed a vote of thanks. January 2018

brand kerala

news

KTDC RIDING HIGH ON INNOVATIVE PLANS The Malabar belt, which has been lying neglected, has found a new lease of life with a variety of projects being planned for the upliftment of the tourism potential in this region. The Bekal fort premises is one among the most sought after spots in this region.

KTDC Bolgatty Palace Hotel Kochi

brand kerala

January 2018

TDC, the official host to Kerala Tourism, has charted out long term and short term plans for development of tourism, says M Vijayakumar, Chairman KTDC. The proximity of the coastal belt and the high ranges is a major speciality of our State. For example, there is only a 60 km difference between the beach and the high ranges in Thiruvananthapuram district. This geographical advantage should be considered while evolving special packages for our guests. The KTDC, which owns prime properties in many of the hot destinations, has chalked out varied plans for promoting these destinations. The main objective is to highlight our rich culture and heritage and to maintain the harmony

of the nature in a responsible and scientific manner.

Boost for Malabar region

The Malabar belt, which has been lying neglected, has found a new lease of life with a variety of projects being planned for the upliftment of the tourism potential in this region. The Bekal fort premises is one among the most sought after spots in this region. With an abundance of natural beauty and a pristine ambience, this 300-year old fort stands tall as a symbol of our rich heritage. KTDC has come out with a special project exclusively for this hot destination. Another one is the Muzhippalangadu beach in Kannur. This drive-in beach, a favourite location for filmmakers,

info

HOTELS

flagship properties known for its historical importance

resort styled hotel properties three-star â&#x20AC;&#x153;value plusâ&#x20AC;? range Tamarind Easy hotels spread aiming for leisure travellers. hotels across five districts across Kerala to cater to of Kerala. budget tourists.

is still devoid of a comprehensive development plan. The KTDC plans to reap in a huge investment project for this region by making use of the KIFB fund earmarked for tourism development.

Projects for major destinations

Munnar continues to be one of the major sought after destinations. The inflow of tourists has risen to alarming levels that it has become difficult to accommodate the visitors during season. We plan to come out with a special project alongside our prime property, Tea County, in Munnar. The Bolgatty island in Kochi is another destination witnessing steady increase in tourist arrival. Plans are afoot to develop the marina here and open it up to the tourists in search of adventure rides. Kumarakom, the backwater hot spot was actually developed by the KTDC. The destination rose to international fame with the visit of the then Prime Minister Atal Behari Vajpayee. A special project connecting Thaneermukkam in Alleppy and Kumarakom is being evolved. Thekkady, the pristine forest destination, still holds charm among tourists. Development plans hav ve been chalked out for the Lake Palace hotel owned by the corporation. The KTDC has prepared special makeover plans for Mascot, the

M Vijayakumar, Chairman, KTDC Hotels & Resorts Ltd.

KTDC PLANS TO REAP IN A HUGE INVESTMENT PROJECT FOR MALABAR REGION BY MAKING USE OF THE KIFFB.

flagship hotel in the capital, and other budget hotels like Chaitram and the Samudra in Kovalam.

Specially designed conducted tour progmammes connecting Kanyakumari and the city will be another attraction for the visitors. The corporation plans to buy special coaches for operating this dual city package. KTDC investment plans also include special hotel projects in Kanyakumari, Mookambika, Bangalore Hyderabad and Delhi. Plans are also afoot for reviving the convention centre project at Aakkulam and constructing a guest house at Sabarimala. January 2018

brand kerala

face-to-face

Adventure, MICE and Malabar on main agenda P. Balakiran IAS, Director, Kerala Tourism

Kerala Tourism department and tourism industry in Kerala to work in close cooperation in order to evolve new products that could make a difference to the sector at large. There is also a need to find new avenues in the sector to double the tourist arrivals in the state in the coming years

P. Bala Kiran IAS, Director, Kerala Tourism

brand kerala

January 2018

By Rajani A

â&#x20AC;&#x153;T

he tourism sector concentrates mostly on the southern part of the state. But we need to focus on the northern parts as well. We are also creating more new tourism products like Adventure and activity based tourism along with strengthening of MICE Tourism and experiential tourism to attract more tourists to the state. The technology and social media platforms can be used for promoting and creating buzz about new destinations,â&#x20AC;? said P. Bala Kiran, IAS, Director, Kerala Tourism. The New Tourism Policy of Kerala has been just launched with special focus of destination Malabar and regaining the glory of our existing destination with a clear vision and focus. We have given special stress to the Malabar region in the tourism policy. Special packages and comprehensive tourism circuits should be offered to the visitors who come here to enjoy the varied forms of nature. Bala Kiran added that for the first time in the history of Kerala Tourism the numbers of in-bound foreign tourists have swelled beyond 1 million and domestic tourist arrivals have touched 1.38 crores. The Director also stressed on the need for the tourism department and tourism industry to work in close cooperation in order to evolve new products that could make a difference to the sector at large. There is also a need to find new avenues in the sector to double the tourist arrivals in the state in the coming years, he added.

One of the major challenges faced by the tourism sector is the lack of proper facilities for waste management. Here also we need to take a responsible and participatory approach in solving the issue. The role of the local bodies and the local people in general will go a long way in tackling this menace. As you know, all our tourism spots boasts of world class beauty and pristine ambiance, but we need to concentrate more on maintaining these gifted lands in a tidy manner. For example, Kovalam and Munnar, having a mention in the world tourism map, should be made more tourism friendly by initiating a participatory approach in waste management. Another major boost for the State capital will be the Vizhinjam Port. With the arrival of large cruise ships to the terminal, the inflow of the tourists is likely to double in the coming years. Specialised tour packages for backwater cruise and plantation visits would be charted out to cater to this. As a support system, we need to evolve a special marketing strategy since the infrastructure requirements will go to another level. The presence of highend shopping Malls, international hotel chains, world class health care etc will surely add up to immense growth in this sector. Our tourism policy is different from that of our neighbouring destinations like Srilanka. Ours is a family oriented destination and we concentrate mainly on this type of business rather than running behind casinos and other cosy products. Another area of concentration is to attract the younger domestic

Bamboo Rafting at Periyar Tiger Sanctuary, Thekkady. Right, Para Gliding at Vagamon

tourists, who constitute a fairly good number, to the State. This actually opens up an immense potential for adventure tourism. The Jadayupara, in Kollam district is actually a dream destination in this sector. State- of- the- art facilities for trekking and other adventure sports will be put in place here. The placesâ&#x20AC;&#x2122; connection to the epic Ramayana will also help in luring a large number of tourists from North India. Going by the available statistics, the flow of tourists from the European sectors has not registered a commendable growth whereas the representation from the Gulf sector has recorded a whopping increase of 200 to 300 percent. We have witnessed more inflow from countries like Saudi Arabia, Maldives, Malaysia and Singapore also. This might be due to the easy connectivity to Kerala than other western destinations. The United States still holds the first place while UK comes second and Saudi Arabia holds the third place in sending tourists to Kerala. But we have a dearth of travellers from countries like China, Japan and Iran. We need to strengthen our marketing

The technology and social media platforms can be used for promoting and creating buzz about new destinations

activities in this region to improve their presence. Coming back to the State capital, Aakkulam and Veli are the hot spots awaiting a major makeover in the coming days. Special PPP models have been devised to bring back Veli to its lost glory and the tendering procedures for the same will commence soon. Special attention will also be given to Ponmudi, which is also reeling under neglect. The completion of the waterway from Kasargod to Thiruvananathapuram, one of the dream projets of the Chief Minister, will pave the way for a sea change in the tourism circuit of the State. The Central Government scheme to develop 50 tourism islands will be made use for this. The Dharmadam island at Kannur has been identified for this. The Monroethuruthu island

has been included in the responsible tourism project. Special projects have been submitted for the development of Varkala, Kappil and Paravur to the Centre under theSwadeshi Darsan programme. The recently concluded World Tourism Market at London has paved the way for a major boost to Kerala Tourism. Kerala was the only place showcased as an ideal destination for responsible tourism. The entire team led by Hon Minister for Tourism Kadakampally Surendran participated in the event. Out of the two awards for India, Kerala bagged one of them and the award was received by the Tourism Minister. I also had a unique opportunity to present a paper on Responsible Tourism at London. This will really be an opportunity for us since a major share of the revenue from Europe comes from London. Out of the 32 percent of the revenue from the European sector, 17 percent comes from Britain. The State Government has given administrative sanction for projects worth Rs 180 crores in September itself. Almost 100 projects spread across the State are in the pipeline. The dream project among them is the River cruise project connecting eight rivers coming up in Kannur. This project is unique in nature and will surely attract a good number of domestic and foreign tourists. The opening of the Kannur airport will also be a boost to this project. The govt plans to implement responsible tourism in all the 14 districts. This initiative, which is getting widespread appreciation from all tourism circuits, will lead to a major change in the outlook of natives towards tourism projects. The local resistances, now seen at some places, will slowly fade away with the implementation of this unique concept which gives utmost importance to the inclusion of the local population in all major projects. January 2018

brand kerala

news

Kadakamplally Surendran, Minister for Tourism lighting the lamp to inaugurate the Adventure & Activities Tourism workshop at Mascot Hotel Trivandrum. Dr. Venu V IAS, Principal Secretary, Ravisankar.K.V, Managing Editor, Tourism India, Rajeev Anchal, Director, Jatayu Tourism Project, Cdr Sam T Samuel, Adventure Tour Operators Association of India, Amit Malik IFS, Addl. Principal CCF, Jafar Malik IA, Addl. Director (General) and P. Balakiran IAS, Director, Kerala Tourism are also seen

KERALA TO BANK ON ADVENTURE BASED TOURISM Kerala Tourism sensing the immense and innumerable possibilities of promoting Kerala as a destination for ‘Adventure and Activity based Tourism’ in the near future. Kerala Tourism Department is focusing on developing new projects to utilize the same

brand kerala

January 2018

erala Tourism is currently planning to re-brand itself and find new avenues to take the sector forward in order to double the tourist arrivals by 2021. Keeping this in mind the department will now start a new ‘Tourist Circuit’ based out of North Kerala and will shift focus from areas it had been concentrating all this while to specifically give thrust to Adventure Tourism with the sole aim of attracting more youngsters to the state. Sensing the immense and innumerable possibilities of promoting Kerala as a destination for ‘Adventure and Activity based Tourism’, the State Tourism Department is focusing on developing new projects to utilize

the same, said Mr. Kadakampally Surendran. Minister for Tourism, Govt of Kerala. Inaugurating a one day workshop organized by the department to give shape to its tourism policy, the Minister has said that tourists coming to the state just for sightseeing have come considerably less in number. Hence the need and time has come for the tourism department to evolve itself to cater to the needs of activity and adventure based tourism from now on. While the primary focus at the workshop had been to find new possibilities to take adventure tourism forward in the state, the minister has stressed on the need to work closely

and in coordination with the Forest Department to realize the goals in the adventure tourism sector. Reiterating the commitment to responsible tourism the minister has said that the state government has a definite stand in this regard which will be part of the Tourism Policy that the government will table at upcoming session of the state assembly. Environmental protection and raising the standard of living among the local population are the two primary objectives that the government will focus on as part of responsible tourism. The minister added that the government will encourage and support new investors in the field of tourism and had called up more such

southern Kerala had been the biggest marketing tools before the tourism department and the time has come to shift focus to Adventure Tourism, but for that there is definitely a need to change the mindset of people towards adventure tourism. Expressing his optimism about the new sectorâ&#x20AC;&#x2122;s take off, Venu went on to say that the purpose of conducting the workshop was to bring together various opinions about the possibilities of adventure tourism under one roof and seek advice from the experts in the industry itself. He expressed his hope that the present gathering would go a long way in achieving it. The aim of the department is to ensure that every tourist who visits

Environmental protection and raising the standard of living among the local population are the two primary objectives that the government will focus on as part of responsible tourism.

Trekking at Meeshapulimasla, Munnar

close associations to take the tourism sector in the state to the next level. Speaking at the workshop, the Principal Secretary of Kerala Tourism Dr. V Venu IAS has opined that the cooperation and coordination with the Forest Department is of paramount importance for the growth of adventure tourism in the state and that this could be achieved without violating any of the existing environmental laws. Dr. Venu has added that the till date Ayurveda and the water-bodies of

The Director has also stressed on the need for the tourism department and tourism industry to work in close cooperation inorder to evolve new products that could make a difference to the sector at large. There is also a need to find new avenues in the sector to double the tourist arrivals in the state in the coming years, he added. The workshop was held with aim of creating a road map for the development of adventure tourism in the state in the next six months. During the same period the department will also be making a record of every establishment working in the adventure sector and would also form a regulatory authority for running adventure tourism in the state.

Kerala takes part in atleast one activity before he or she leaves the shores of the state. He also added that there is no requirement for any new infrastructure development in this field and that there is only a need to optimize the existing facilities. Meanwhile the Tourism Director Mr. P BalaKiran IAS has said that for the first time in the history of Kerala Tourism the numbers of the in-bound foreign tourists have swelled beyond 1 million and that domestic tourists arrivals have touched 1.38 crores.

Those who took part in the workshop were Dr. Amit Malik IFS, Additional Chief Conservator of Forests, Mr. Ravishanker KV, Managing Editor of Tourism India Magazine, Mr. Rajeev Anchal, Film Director and Founder of Jatayu Tourism Project, Cdr. Sam T Samuel, Member of the Executive Council of Adventure Tour Operators Association of India and Mr. Jaffer Malik IAS, Addl. Director General of Kerala Tourism among others. January 2018

brand kerala

news

Kadakampally Surendran, Minister for Tourism, Kerala officially launching the new festival calendar website as part of MICE Tourism workshop at Thiruvananthapuram. Ravisankar.K.V, Managing Editor, Tourism India, P. Bala Kiran IAS, Director of Kerala Tourism, Jafar Malik IAS, Additional Director (General), E.M. Najeeb, President, Confederation of Kerala Tourism Industry and Babay Mathew Somatheeram, President, Kerala Travel Mart Society are also seen

Kerala Eyes Revival of MICE Tourism The liquor ban in 2015 has severely affected the growth of MICE Tourism sector in Kerala. The revised liquor policy could revert the changes. But it will take some time to turn the situation around in MICE Tourism.

brand kerala

January 2018

he liquor policy of the previous UDF government, which restricted the availability of liquor only to Five-Star Hotels, had an adverse impact in all sectors of life. The most affected sector was tourism. It led to Meetings, Incentives, Conventions, Exhibitions (MICE) tourism sector staying away from Kerala. The meeting tourism shifted its focus from Kerala to Rajasthan and Goa. Neighbouring countries like Sri Lanka also benefitted from this situation. Nearly 30 percent of our tourism revenue was from MICE tourism. For the last two years, the liquor policy of UDF government made sure that all liquor bars except the ones in Five Star Hotels remained closed.

This has led to a major portion of MICE Tourism booking to get diverted to other States and countries like Sri Lanka. The local tourism sector got hit further when leading players stuck to the pattern for the next two years of MICE Tourism. Initial figures show that the State Government had to suffer a loss of around Rs. 4,00o crore annually due to liquor sale restriction. Out of this, a majority was because of lost MICE Tourism ventures. European delegates, for whom liquor is a part of their daily lives, could not think of MICE tourism without liquor. The reduced prospect of lesser entertainment hampered the interest of many those who planned

MICE tourism to Kerala. This has been accepted by leading players in the industry. The revised liquor policy could revert the changes. But it will take some time to turn the situation around in MICE Tourism. The liquor policy of the previous government has made extensive damage as the news spread that liquor has been totally prohibited in the State. No State Government can run a campaign to promote the sale of liquor. So it will take time to improve the image of the State among foreign travellers. Private tour operators can do a lot in spreading the good news about the changes in liquor policy. The arrival of a large group of foreign tourist as part of a MICE package to Bekal gives the positive feel. It is also remarkable that northern regions of

With a fine mélange of culture and natural settings, Kerala also offers state-of-the-art technology for business meetings, conferences and exhibitions to match global standards Rani George IAS, Secretary- Tourism Government of Kerala

Kadakampally Surendran, Minister for Tourism, Kerala inaugurating the MICE Tourism workshop at Thiruvananthapuram. Ravisankar.K.V, Managing Editor, Tourism India, P. Bala Kiran IAS, Director, Rani George IAS, Secretary, Tourism, E.M. Najeeb, President, Confederation of Kerala Tourism Industry, Babay Mathew Somatheeram, President, Kerala Travel Mart Society and Raju Kannampuzha, President, Events Management Association of Kerala are also seen

Kerala are being covered in MICE Tourism now. The recognition given to northern Kerala by Lonely Planet can give the much-needed impetus to MICE Tourism, it is expected. More than 75 leading hospitality processionals and tour operators from across Kerala were participated in a MICE Tourism workshop at Thiruvananthpuram, which was organized by Kerala Tourism to chalk out for the strategies and action plan for the revival of MICE Tourism in the state. This unique workshop was conceptualized and coordinated by Tourism India magazine, the knowledge Partner of the MICE Tourism workshop. Tejus Jose, General Manager presented the key paper on the road map for MICE Tourism in Kerala during the workshop, while. M. Najeeb, President, Confederation of Kerala Tourism Industry, Mr. Baby Mathew, President KTM Society and Raju Kannampuzha, President, Event Management Association of Kerala, P.K. Anish Kumar, President of Association of Tourism Trade Organisation India (ATTOI) and Sejoe Jose, President of IATO Kerala chapter were presented papers during the workshop.

info

What Is MICE Tourism The term “MICE” in the context of travel is an acronym for meetings, incentives, conferences, and exhibitions. The MICE market refers to a specialized niche of group tourism dedicated to planning, booking, and facilitating conferences, seminars, and other events. And it’s a big moneymaker in the travel industry.

January 2018

brand kerala

analytical feature

Touris

A Kerala Model of Innovation

brand kerala

January 2018

sm & Success

The role of Non Resident Keralaites based in Germany, Gulf countries and outside Kerala within India have played a major role in the tourism infrastructure landscape of Kerala. The global exposure of the NRK businessmen paved way for the entry of major international hospitality brands to Kerala. By Ravisankar K V

his story is not century old. A success means it carries along with it umpteen hardship, pain, pressure and most important of these is the demarcation of time. There is no stipulated time frame for success. But here the tale is too short, that achievement happened within a span of just three decades. Kerala was a relatively unknown destination until the early 1980s. Most of the tourism circuits were concentrated in the northern part of the country. It was in 1986, the Kerala government accepted tourism as an industry and by 2017 the industry has grown to reap revenue at a larger level. It was years back in 1960 the late Col. Goda Varma Raja of Travancore Royal family who is considered as ‘Father of Kerala Tourism’ paved some initial infrastructure initiative like Trivandrum Tennis Club, up gradation of Trivandrum golf club and Mascot Hotel along with setting up of new international standard hotel in Kovalam by converting their summer palace, Halsyon Castle to then ITDC Ashok Hotel, (now The Leela Raviz Kovalam). He also started Trivandrum flying club and invited many of his foreigner friends to visit this beautiful land. Col. G.V Raja along with Mr. KGC Pillai has started Kerala Travels, the first professional travel & tour operators of Kerala at Mascot Hotel veranda in 1962 with an aim of giving a progress to the tourism sector in

the state. It was the first organisation which brought out a brochure for tourism Kerala, long before the idea of tourism cropped up in the mind of Keralites. In late 1970’s, Tour India, first exclusive tour operation company in Kerala was started by Mr. Babu Varghese, who is also creator of House Boats and Tree Houses, with his friends in Trivandrum. It was during the infant stage, in the late 1980’s Kerala was adjudged to be part of a prominent destination for tourism by the Tourism industry. That was the first conspicuous entry of the state into the field of Tourism though, the state had made some steps earlier to get into this arena. The declaration of being part of a big industry and the responsibility that carries with it was not child’s play for the forerunners. It was here, the actual events that marked the success begin. Yes, our torchbearers all started from scratch and we cannot vile away their perseverance and dedication as an anecdote. The tiny time frame and the mass achievement will

Kerala – God’s Own Country tagline was created by Mr Walter Mendez of Mudra Advertising Mumbai.

January 2018

brand kerala

First Travel company, Kerala Travels started by Col GV Raja and PGC Pillai.

1959

Destination Kovalam eveolved after Halcyon Castle taken over by Govt of India to start a luxury hotel under ITDC.

1964

persuade us to believe it as a myth but it runs to innumerable facts and hardships of many multifaceted humans. Compared to other part of the world or even in India, the credit of success of Kerala goes to small and medium home grown Entrepreneurs throughout the state. Without the presence of any international hospitality brand or professional marketing agency Kerala travelled miles ahead of others during the last three decades. The success list includes many architects, who put their effort to place Kerala on top of national and international tourism map. It was Mr. T Balakrishnan IAS, the then Director, Department of Tourism, Govt. of Kerala of 1986 who made the basic infrastructure to this glorious path that made the voyage victorious. From him the torch was given to Mr. K. Jayakumar IAS, former chief secretary, who went a long way ahead to give Kerala a brand name to the world, “God’s Own Country”. This momentum of bureaucratic dedication with the support of handful of private sector stake holders continue with their predecessors like Ms. Nalini Netto IAS, Sajan Peter IAS and Late Mr. UKS Chauhan IAS. Kerala – God’s Own Country tagline was created by Mr Walter Mendez, who was also the Creative Director of Mumbai, based Mudra Advertising, a reputed Ad agency in

brand kerala

January 2018

First Traditional Kerala style resort, Surya Samudra Resort, Pulinkudy, south of Kovalam was constructed by Klaus Schleusener.

1985

Kerala government declared tourism as an industry.

1986

India. The creation took birth in the year 1989 and officially used from 1991. Apart from the above mentioned names the other visionaries are Mr. K. Karunakaran, former Chef Minister of Kerala and Mr. Vakkom B. Purushothaman, who declared Tourism as an Industry in Kerala

Dr. Polly Mathew Somatheeram is considered as the Father of Ayurveda & Wellness Tourism in the country.

(1086). Later two prominent left leaders, Mr. P.S. Sreenivasan and Mr. E. Chandra Sekharan Nair, then tourism ministers of Kerala who all gave full support and freedom to bureaucrats to perform well. There was no look back, the movement was steady but with pace so high. With Dr. V. Venu IAS current Tourism Secretary entry into the tourism sector as Director of Kerala Tourism Department in 2004 with the support of Mr. Amitabh Kant IAS then Secretary, Tourism, Dr. A. Jayathilak IAS, MD, KTDC and Mr. E. Chandrasekharan Nair. The perspective

1987

1990

Taj Malabar Kochi, First Taj Hotel in Kerala started.

Nishagandhi Dance Festival Thiruvananthapuram started.

1991 Kerala God’s Own country logo and tagline has created by Walter Mendez of Mudra Advt.

and approach towards infrastructure and marketing has changed drastically and that put Kerala to global tourism map as a notable strip of land, which can compete with any international tourism destination. Shifting from the tone of bureaucracy to the level of workmanship, zillions carry the success lantern of Kerala tourism. Following the footsteps of the visionary Col.GV Raja, Kerala was blessed to take forward his magic wand by other visionaries. Mr. Babu Varghese, a pioneer tour operator of Kerala along with Mr. Dhanajayan K Machingal, a prominent NRI businessman based at Germany initiated the house boat innovation in Kerala Backwaters. Mr. Babu Varghese made an exorbitant change in the field of Kerala Back waters and Alappuzha-Kottayam belt which is now a major tourist spot and attraction of our state. During the 70s, goods were transported through the boats but by later 70s and with the onset of 80s saw the transportation culture changing from water to roads. From slow to a fast pace made the water as well as the boat travel stagnant. It was in early 1990s; Mr. Babu Varghese’s innovative thought that changed the then boats to house boats like the Kashmir model which played a major role in the face lifting process of Kerala tourism there by bringing in

1992 First House Boat created by Babu Varghese and started sailing at Alumkadavu, Karunagappally, Kochi.

1994

1996

House Boat industry shifted to Alappuzha after a labour strike at Alumkadavu.

huge revenue to the tourism sector. Now-a-days more than 1000 house boats float in Kerala backwaters. With the advent of tree house which was another experiment by Mr. Babu Varghese catapulted the set pattern that tourists enjoyed in our state. The House Boat industry is completing its 25th year of voyages through the palm fringed canal of Kuttanad in 2017. With the flow of gulf money during early 70s, Kerala saw demolition of the

Somatheeram Ayurveda Resort, the first Ayurveda Resort in the country has started.

Kerala-styled architectures like ‘Manas’ and ‘Nalukettus’ and there came up concrete buildings which slowly made the state to today’s concrete jungle. But at this juncture, we are bound to remember Mr. Klaus Schleusener the then Managing Director of Surya Samudra Holiday Resort Pvt Ltd at Kovalam who came to India in 1978 to teach German Literature at IIT, Madras. Mr. Klaus left Madras for Kovalam in 1985 and built a small

1997

First Tree House for Tourist built by Babu varghese at Vythiri Wayanad.

house for himself about 8 km from Kovalam, place called Pulinkudy. When he found his friends loved to come and stay with him, he decided to open up a resort and built one over 8.5 acres of land. To make a unique approach to the resort concept he picked up 15 old houses from rural Kerala and reassembled it. It was Mr. Klaus who rekindled the Kerala architecture into the mind of Keralities by reviving it in his own site with native style.

January 2018

brand kerala

Kerala Tourism particpated in the first dometic Travel fair at New Delhi

1998

First International convention centre started at Kochi by Galfar group under the international hotel brand Le Meridien

1999

Another tourism promotion was through Ayurveda, an ancient Indian treatment, where Kerala was highly specialized in. With the booming Allopathy treatment, Ayurveda was put to cold storage as it lost its fight over the modern medicine. It was during mid 80s, Mr. D.K. Machingal, a prominent NRI entrepreneur settled in Germany who promoted Ayurveda in big way around Western European market and later Dr. Mr. Poly Mathew, with the help of his brother Mr. Baby Mathew set up a recognized Ayurvedic treatment centre named Somatheeram at Chowara in South of Kovalam. An exclusive Ayurvedic resort a novel idea of Mr. Poly Mathew which brought in a new culture to treatment, i.e, healing with wellness. ‘ThamasomaJyothirgamaya’, the light and sound show of Soorya Krishnamoorthy paved a success path for the revival of ancient classical and folk art forms, in Kerala. Kathakali, which was at its last gasp, was brought to the world arena and revitalized as a classic before the world. Likewise, fading art forms like ‘ArjunaNirtham’, ‘MayooraNirtham’ which were restricted to two-three families in central Kerala were also brought to light by Soorya Krishnamoorthy with the combined effort and support of the then tourism director Mr. Jayakumar IAS. Along with these, folk arts of north Kerala ‘Theyyam’ and ‘Thira’ were also brought to the limelight. To enhance the tourism sector in

brand kerala

January 2018

National Geographic Traveller Magazine chose Kerala as “One of the ten Paradises of the world”.

1999

2002

Kerala Travel Mart started

2000

Kerala, Keralities working outside the state has played a major role. Mr. RK Krishna kumar, Vice Chairman of Tata Group brought in the star culture of stay and dine to Kerala and created a brand name Taj Group of Hotels. Other stalwart in this genre is none other than Captain CP Krishna Nair, head of the Leela Group of hotels, who introduced a different cult to tourism.

Babu Varghese of Tour India is the creator of House Boats in Kerala Backwaters.

Among the non-resident Keralities, Mr. Mohammed Ali of Mfar group, who own -Le Meridian Resort & Convention Centre, Cochin gave a major leap to MICE (Meetings Incentives Conventions and Exhibitions) project by setting up a world class convention at Cochin, currently managed by Le Meridien, part of International hotel chain Starwood and Marriott. The role of Non Resident Keralaites based in Germany, Gulf countries and outside Kerala within India has played a major role in the tourism infrastructure landscape of Kerala.

2004

Kovalam ITDC Hotel disinvested by Govt of India Kerala Tourism adjudged as and Galfar India’;s first Group bought the hotel tourism super brand under the brand name Le Mreridien Kovalam

2004 First Malabar Travel Mart started by Tourism India and Malabar Tourism Board

The global exposure of the NRK businessmen caused the entry of major international hospitality brands like Le Meridian, Marriot, Hyatt, and Ramada to Kerala. DK Machingal and Mr. Poly Mathew Somatheeram invested in developing beach resort in Nattika and Kovalam, while Dubai based Mr. Venu Nath Pillai started Ashtamudi Resort in Kollam, New Delhi based Mr. K.V. Ramesh started Kairali Resort in Palakkad, Chennai based Engineer Jayachandran started Aquaserenne Resort Paravoor and Bangalore based S.M. Alex started Golden Waters Resort in Kumarakom. Following this UAE based Mr. Kabeer Khader and Capt. D Sebastian were started resorts in Poovar Resort in Trivandrum and Vythiri Resort in Wayanad respectively with the support of Kerala based entrepreneurs. Mumbai based Mr. Rajasekharan Nair brought a small property in Kovalam and expanded to one of the biggest property in Kerala named Uday Samudra Resort. The successful combination of Kabeer Khader with M.R Narayanan at Poovar and Capt. D Sebastian with Jose Kynadi at Wayanad have shown new signal in NRK investment in Kerala’s tourism sector. Later across Kerala, many NRK investors had invested successfully in Hospitality and Travel sectors and this flow of investment is continuing. In recent years Mr. M.A. Yusuf Ali and Mr. Ravi Pillai invested heavily

2005 Kerala passed a legislation, Kerala Tourism (Conservation and Preservation of Areas) Act for the sustainable development of tourism destinations.

2005

2007

Leela Group bought Kovalam property from Galfar and named it as Leela Kempiski Kovalam.

in hospitality infrastructure and introduced many global brands with international standards. Now we have thousands of new entrepreneurs in Kerala Tourism industry. When we call these as our success path towards tourism through the past three decades, it is sad to say that how much we remember their efforts and how far we recognize those foot prints. Count them in our fingers, till date we have honoured only few who did a remarkable change in the tourism field to make Kerala, truly a ‘God’s Own Country’. While enjoying the fruits why not remember the trees that toiled.

Kerala Tourism first participated Beijing International Mart to explore chinese out bound market.

The tag line Kerala-God’s own country was adopted in 1991 and with the passing of two and half decade, it took Kerala to a level of global super brand. Kerala is regarded as one of the destinations with the highest brand recall. Revamping Kerala’s tourism sector as an industry in addition to branding as God’s Own Country, the amazing result came out in the form of increased inflow of tourists to the land. To elucidate with an example, in 2015, Kerala attracted more than 1.18 Cr foreign and domestic tourists to our state. According to official statistics the total earning through tourism crossed INR 27000 cr and this contributes

2011

Ravi Pillai bought the Kovalam Leela hotel.

more than 10.5 % to state GDP. The total investment in Tourism sector by private sector has crossed INR 50,000 crores and more than 30 lakhs peoples are working on this sector now. As harvesting good yield brings great delight to a farmer, Kerala a small state which is negligible in size when compared to the enormous nation India, was in high spirits when it gained success with the toil not from the government end but with great public and private participation. Though it all began with Private Public Partnership (PPP) today with the wholehearted support from the people, the tourism industry in Kerala is blooming with fruitful results. From PPP (Private Public Participation), it was a great leap when people stood for a noble cause and thus the success gain has one more ‘P’ added to it PPPP (People, Private, Public Participation). Home grown entrepreneurs are the real strength of Kerala tourism and 70% of the tourism handling is done by the professionals within the state. When compared to any part of the world, no where we can see such a scenario. Tourism in the global arena is ruled or dominated either by outsiders, investors, multinational companies or hotel chains. But when it comes to Kerala our own entrepreneurs rule our tourism industry. Author is a senior travel journalist and member of Kerala state Tourism advisory board. January 2018

brand kerala

success story

KITTS : AN ENVIABLE EXAMPLE KITTS is an autonomous institute under the Department of Tourism, Government of Kerala catering to the needs of the global tourism industry. This ISO certified (9001: 2008) institute conducts various courses and training programmes for both students and professionals in the Tourism industry.

brand kerala

January 2018

he most important USP of an institution. ideal tourist destination is the The green ambience and the presence of vibrant and warm majestic residency palace coupled hosts. A young brigade who can lure with quality facilities is an ideal the visitor to the rich and varied place for students to learn the culture of our gifted land will go a nuances of the trade and acquire long way in boosting the State as one skills to excel in the industry. KITTS of the most sought after destinations offers a highly challenging and in the world. This thought actually rewarding experience for its students led to the idea of establishing quality with its array of experienced faculty institutions that can mould tourism consisting of academicians as well professionals who could handle any as top notch professionals from the type of guest visiting the State from tourism industry. The success of across the globe. Institutes offering KITTSâ&#x20AC;&#x2122; endeavours is attributed to Special training in foreign language the ideal Government and private speaking skills, hospitality and sector partnership. culinary specialisation courses have This premier institute, with the been attracting quite recognitions of the a lot of youngsters Tourism Department nowadays. and UNWTO, has The Kerala Institute been able to bring of Tourism and Travel in various Govt Studies (KITTS), the departments, PSUs premier institution and other major promoted by the private players in Kerala State Tourism the airline, logistics Department, has and hospitality evolved as the most industry for campus preferred institute for placements. KITS also any type of course work as the nodal Dr. Rajasree AJith, related to the travel agency for various Director, KITTS and tourism industry. government schemes KITTS offers a variety of courses like Responsible Tourism and ASAP tailor made for the industry with wherein the students contribute on the MBA in Travel and Tourism, a large scale for various projects recognised by the University of related assignments thereby Kerala and the AICTE, being the gathering adequate work experience most important one. Also on offer in this field. With almost hundred are courses like BBA Tourism percent placement guarantee and Management and diploma courses in collaborations with Public Relations, Airport operations a couple of foreign universities, and Logistics management. Apart KITTS has carved out an unique from these courses, special training space as the most sought after man on foreign language skills for power provider for the tourism securing jobs within and outside the industry. country is also being ensured in this www.kittsedu.org

insight

Peopleâ&#x20AC;&#x2122;s Participation for Planning and Empowerment through Responsible Tourism

PEPPER

An Ode to Sustainable Tourism January 2018

brand kerala

he first ever participatory tourism planning project Peopleâ&#x20AC;&#x2122;s Participation for Planning and Empowerment through Responsible Tourism or Pepper was inaugurated by Kadakamppally Surendran, Minister for Tourism at Vaikom. Pepper aims to identify centres of tourism potential with participation from the local community and take up developmental projects through collective planning. The pilot project of Pepper was launched at Vaikom, as part of the ongoing responsible tourism vision by the State Government. C.K. Asha, MLA,

PEPPER envisions sustainable development of a destination by bringing the local community into its fold.

presided over the function at Vaikom NSS Auditorium and Jose K. Mani, MP, was the guest of honour. The grama sabhas at Udayanapuram and Thalayazham held in connection with Pepper evoked amazing public support, said K. Rupesh Kumar, Coordinator, State Mission for Responsible Tourism. Speaking about the project, Minister for Tourism Kadakampally Surendran said that this is the first of its kind in the country. The local communities and local self-government bodies will have a significant say in the selection of tourism centres and implementation of tourism projects. That is the aim of this project, he said. Pepper is being implemented under

brand kerala

January 2018

Kadakampally Surendran, Minister for Tourism lighting the lamp to launch the ambitious Project PEPPER at Vaikom in the presence of Jose K Mani MP and Rupeshkkumar, State Coordinator, State RT Mission.

the supervision of the newly-formed State Mission for Responsible Tourism. The pilot project is being implemented at Vaikom on an experimental basis. The primary outlay of the concept, linking all the local self-government bodies at Vaikom, has already been prepared. This was approved at the last meeting of the Tourism Working Group, Minister said.

In the first phase, Vaikom Municipality region, Chembu, Maravathuruthu, Udayanapuram, T.V. Puram, Vechoor, Thalayazham and Kallara will be covered. In the second phase, Thalayolaparambu and Velloor panchayats will also be included. The project is expected to be completed in three months, starting from October, he said.

info The goals of Pepper are Establishing one tourism grama sabha each in every local self-government body. Tourism Resource Mapping Publishing of Tourism Resource Directory Online and offline marketing of tourism at national and international tourism fairs, festivals

Organising Farm Trips Electing beneficiaries of the project from local self-governing bodies Training at least 2,000 local talents in tourism sector Approving and executing tourism projects identified and

approved with public participation from local bodies Preparation and execution of Tourism Master Plan The project will be supervised by a Responsible Tourism Committee, which will have MLA as Chairman and Coordinator of State Mission for Responsible Tourism

as Convenor. All heads of local selfgovernment bodies, officials concerned and State Committee on Science Technology and Environment (STEC) holders will be members in this committee. The projects will be implemented through government agencies concerned

feature

MEDICAL VALUE TRAVEL TO SPREAD WINGS Kerala has huge potential for Medical Value Travel because it is a prominent tourist destination for different types of tourists including leisure, adventure, nature, cultural, etc. By E M NAJEEB

ellness and healthcare has always been a major motivator for travel from the very early times among the ancient civilizations. From days of yore the Romans, Greeks, and other cultures had a great quest for wellness. Travelling to locations of mineral water springs and sea-side spas were the beginning of wellness travel. India is known for its holistic healthcare systems including Ayurvedic Spa, Naturopathy, Yoga, Unani, Sidda, and Homeopathy. Holistic health management has been accepted widely as a wellness and lifestyle choice. People have always traveled to destinations that provide healthcare

Medical Value Travel and quality health care goes in hand in hand at KIMS Hospitals in Kerala

By 2020, Indiaâ&#x20AC;&#x2122;s medical tourism market is expected increase its share to

$8billion

Medical tourists who arrived in India in 2016 has increased by more than 50% to

200000 January 2018

brand kerala

and healing and even now such travel continues for availing medical treatment. This is known as Medical Value Travel. The motivating purpose of such travel is wellness or medical treatment. This segment has become a major part of the tourism industry in the world. The global wellness sector contributes USD 3.7 trillion to the economy and continues to grow by 10.6%. The wellness tourism industry and the travel industry as a whole look at Medical Value Travel as a potential major sector. India has become a highly potential destination for Medical Value Travel because it is a prominent tourist destination for different types of tourists including leisure, adventure, nature, cultural, etc. Presently the demand for medical treatment is increasing among the foreign markets. The next advantage we have is that locations like Chennai, Mumbai, Andhra Pradesh, and the National Capital Region are most favored Medical Tourism destinations for the floating medical population to avail treatments in India. The state of Kerala attracts only 5-7% of such medical tourists currently and has the potential to increase its shares to a 10-12% with a focused marketing strategy. According to the Grant Thornton white paper, India’s medical tourism market is expected to increase more than double in size from USD 3 billion at present to around USD 8 billion by 2020. Bangladesh and Afghanistan dominate the Indian Medical Value Travel (MVT) with 34% share. Africa, GCC and CIS regions (whose current share is just 30%) present the maximum possible opportunity for the Indian healthcare sector. Medical tourists from these sectors currently favour the South East Asian medical corridors. The earlier Medical Tourism is

brand kerala

January 2018

E.M. Najeeb, Executive Director, KIMS Hospitals

Medical Value Travel destinations earns more Forex & brand images

now termed as Medical Value Travel (MVT). It defines the visits of the overseas patients for availing medical treatment. MVT draws advantage from the healthcare seeking demand of patients and the economic benefits of such travel. Medical Tourism is defined as a set of activities related to hosting tourists who stay at least a night at the destination for the purpose of maintaining, improving or restoring health through medical intervention. The medical interventions are classified into 3 categories such as Medical Treatment, Wellness & Rejuvenation and Alternative Medicine. Medical treatment is for curative purpose that may include Cardiac Surgery, Organ transplant, Hip & Knee replacement etc... Wellness and Rejuvenation services are focused on rejuvenation or for aesthetic reasons such as Cosmetic Surgery, Stress relief, Spa’s

etc. Alternative Medicine is a major category in the Indian context such as Ayurveda, Yoga, Naturopathy, Unani, Sidda and Homeopathy. In Medical Value Travel the lower cost of treatment, good clinical outcomes, less waiting time, and their opportunity to experience new places are the values derived by the patients. Whereas, the MVT destinations derive values such as Foreign Exchange Earnings, enhancing of image and the development of the hospitality and aviation industry. MVT has a number of stakeholders who play major role in determining quality of experience to the patient and their family members. The most important factor is the importance given to the patients and their family and ensuring their satisfaction. Healthcare has become one of India’s largest sectors. The industry is growing at a fast pace in strength, coverage and services. As per the Ministry of Health, recently the development of 50 technologies has been targeted for the treatment of diseases like Cancer and TB. Indian companies are entering into merger and acquisition with domestic and foreign countries to drive growth to gain new markets. Thus healthcare has become one of India’s largest sectors in terms of revenue and employment. Healthcare sector comprises hospitals, medical devices, clinical trials, out sourcing, tele-medicine, medical tourism, health insurance and medical equipment. The public healthcare system of the Government comprises limited secondary and tertiary care institutions in key cities, and focuses on basic healthcare facilities through Primary Healthcare Centers (PHC) in rural areas. The private sector provides majority of the secondary, tertiary and quaternary care institutions with concentration in metros, tier I and tier II cities.

India’s competitive advantage is in its large pool of well trained medical professionals. India is also cost competitive compared to its peers in Asia and Western countries. The cost of surgery in India is almost one-tenth of that in the US and Europe. Deloitte Touche Tohmatsu India predicts that with increased digital adoption, the Indian healthcare market will grow at a CAGR of 23% to USD 280 billion by 2020. India shows a growth of 22 - 25% in Medical Tourism and the industry is expected to double its size. Medical tourist arrival in India increased more than 50% to 200000 in 2016 to 130000 in 2015. The Healthcare Information Technology (IT) market is valued at USD 1 billion in 2016 and is expected to grow 1.5 times by 2020. In the investment area, the hospital and diagnostic centres attracted Foreign Direct Investment (FDI) worth USD 4.34 billion between April 2000 and March 2017 according to the data of Department of Industrial Policy and Promotion (DIPP). Major Government initiatives also are there to promote Indian Healthcare Industry. It has initiated harmonizing policies and rules for the Medical Device’s Industry to encourage local manufacturing and move towards improving affordability for patients. The Union Cabinet, Government of India has approved the ‘National Health Policy 2017’ which provides the policy framework for achieving Universal Health Coverage and delivering quality healthcare services to all at affordable cost. Government of India plans to set up a single window approval system for innovation in Medical Research in order to grant approvals within 30 days from the date of application. India is a land full of opportunities for players in Medical Device’s Industry. India’s healthcare industry is one of the fastest growing sectors.

info The Healthcare Information Technology market’s Expectation

$1.5b

$1b

2020

2016

India is a land full of opportunities for players in Medical Device’s Industry.

The country has also become one of the leading destinations for high-end diagnostic services with a high capital investment for advanced diagnostic facilities. Indian healthcare sector is much diversified and is full of opportunities in every segment which includes medical service providers and medical technology. India offers vast opportunities in R&D as well as Medical Tourism. There are vast opportunities for investments in

Healthcare infrastructure in both urban and rural areas. To mention about Kerala in particular, it attracts only 5 to 7 per cent of such medical tourists currently and has the potential to increase its share to a 10-12 per cent with a focused marketing strategy. The Grant Thornton white paper suggests tapping a larger share of the health wallet of the African, Asian, Middle East patients as well as welcoming tourists from other regions and countries. Kerala has 26 NABH accredited specialty hospitals and 13 Medical Colleges. Kerala has a great Information Technology advantage too. It has most advanced data-com and telecom infrastructure. Gulf countries are potential markets for Medical Tourism in India, especially Kerala and Southern states. For Kerala, the GCC countries and Maldives are major sources. January 2018

brand kerala

news

Kadakampally Surendran, Minister for Tourism, Govt of Kerala lighting the traditional lamp to inaugurate the Kerala Pavilion at WTM London 2017 in the presence of Dr. Venu V IAS, Principal Secretary, Kerala Tourism and tourism stake holders.

KERALA TOURISM TARGETS EUROPEAN MARKET Owing to the tremendous growth of Indian tourism industry, there is an immediate need to invest and focus on sustainable tourism practices across the world to conserve India’s vibrant heritage. 42

brand kerala

January 2018

haring the sustainable practices and ethical methods to drive the responsible tourism agenda, Kerala Tourism participated in a three day-long World Travel Market London 2017 to highlight success of the state’s “Responsible Tourism Mission” at a global platform. A special session on “Kerala’s Responsible Tourism Mission” was organized moderated by Harold Goodwin, WTM Responsible Tourism Advisor wherein Jose Dominic, CEO, CGH Earth Hotels, Cochin, Kerala,

India & Xu Jing, Regional Director for Asia and the Pacific, UNWTO were present along with Dr. Venu. Mr. Kadakampally Surendran, Minister for Tourism, Government of Kerala led the state’s delegation to the trade event, which showcased Kerala’s best-selling products, including its award-winning Responsible Tourism initiatives, pristine beaches among an array of offerings. On the occasion, ‘AyurBodha’, an initiative of the Kerala Tourism Development Corporation

(KTDC) - highlighting the significance of Ayurvedic practices was also launched. Minister further inaugurated the Kerala Pavilion followed by the launch of KTM brochure 2018. The pavilion was themed around Backwaters and Houseboats. The overwhelming response received by Kerala Tourism pavilion was a testimony and reflection of Kerala’s stature on the world tourism map. The WTM’s location added to its importance as the UK is the primary source market for Kerala Tourism. Kerala received 1,55,548 tourists from the UK last year, accounting for 17 per cent of the total foreign tourist arrivals

PEPPER aimed at promoting unexplored and pristine destinations through people’s participation in the process of tourism planning. Dr. Venu IAS Principal Secretary, Department of Tourism.

participation in the process of tourism planning.” Honourable Minister further added. At the event, Dr. Venu was amongst the key panelists for a discussion on contribution of tourism sector in local economic development, chaired by BBC presenter Tanya Beckett. Highlighting the significance of Responsible Tourism at the event, Dr. Venu, IAS, Principal Secretary, Department of Tourism, Government of Kerala stated, “It gives us immense pleasure to be a part of the World Travel Market London 2017 that provides a global platform to draw special attention of the world

1,55,548

tourists arrived in Kearala from UK last year. That is 17% of total tourists who visited last year.

to the state. Kerala Tourism has been conducting road shows in Britain and has been participating in the World trade Mart (WTM) for the last two decades. Sharing views on the sustainable development approach, Mr.Kadakampally Surendran, Honorable Minister for Co-operation, Tourism and Devaswoms, Government of Kerala said, “Owing to the tremendous growth of Indian tourism industry, there is an immediate need

to invest and focus on sustainable tourism practices across the world to conserve India’s vibrant heritage. Kerala Tourism has always been on a forefront to promote tourism in a responsible manner.” “Recently, Kerala Tourism initiated a first of its kind initiative in IndiaPEPPER (People’s Participation for Planning and Empowerment through Responsible Tourism), aimed at promoting unexplored and pristine destinations through people’s

leaders towards the significance of our ambitious Responsible Tourism mission. Under Responsible Tourism mission, Kerala Tourism has developed a community tourism network to include the local community not just as a participant, or even a beneficiary, but as a leader.” Kumarakom Responsible Tourism Initiative spearheaded by Kerala Tourism was awarded with the Highly Commended Responsible Tourism Award at WTM London. January 2018

brand kerala

news

EM Najeeb, Past President of KTM Society, Jafar Malik IAS, Additional Director (General), P. Bala Kiran IAS, Director of Kerala Tourism, Kadakampally Surendran, Minister for Tourism, Baby Mathew Somatheeram, President, KTM Society, Dr. Venu V IAS, Principal Secretary, Jose Pradeep, Secretary, Riyaz.U.C, Vice President, Gopinath, Treasurer of KTM Society addressing the media

KTM 2018 Focus will be on Malabar, Adventure & MICE Tourism

Kochi to host 10th edition of KTM 2018 in September

TM 2018 Focus will be on Malabar, Adventure & MICE Tourism KTM’s CSR initiative ‘Agenda 9’ giving a fresh impetus to the industry, says Minister Billed as the largest gathering of tourism stakeholders in India, the 10th edition of Kerala Travel Mart (KTM) will kick-start in Kochi on September 27, 2018, Kadakampally Surendran, Minister for Tourism, Government of Kerala has announced at Trivandrum. “There is a huge scope for tourism growth in Malabar with the inauguration of the Kannur airport next year. The government is planning to implement many projects in the Malabar region, the main one being the “Nadhithada” tourism project that focuses on nine rivers in Northern Kerala,” Mr. Surendran said.

brand kerala

January 2018

The exhibition at KTM will have around 400 stalls featuring a range of products, packages and services offered by businesses and entrepreneurs. Public Private Partnership (PPP) being the main highlight of KTM, it offers a platform for stakeholders, including tour operators, hotels, resorts, home stays, houseboats, Ayurveda resorts and cultural art centres to have fruitful meetings and interactions with buyers from around the world. Baby Mathew Somatheeram, President of KTM Society informed that the Society had adopted the comprehensive 9-point charter, ‘Agenda 9’ during KTM 2016, which calls for measures to tackle waste management, promote organic farming, efficient use of energy and extensive use of local produce and

products. Other key areas in the checklist are rain-water harvesting, reducing the use of plastics, and improving greenery. The pre-registration of buyers will commence in January 2018. Each preregistration form will be scrutinized by a committee. Registration for sellers will begin by March. A total of 638 domestic buyers from various parts of India and 238 international buyers from more than 57 countries attended the ninth edition of the mart, which also witnessed a large number of business meetings. Jose Pradeep, Secretary KTM, Jafar Malik IAS, Additional Director of Kerala Tourism, EM Najeeb, former President of KTM, Riyas UC, Vice President KTM and G Gopinath, Treasurer KTM were also present at the meet.

‘Ayurbodha’ a New Age ‘enlightenment’ Ayurbodha programme will give the tourist a firsthand knowledge of Ayurveda and a chance to tap into the rich repository of India’s most famous traditional medicinal and wellness system.

dding to its portfolio of innovative products, Kerala Tourism has launched a unique initiative, Ayurbodha, which gives Kerala-bound tourists not only an opportunity to savour the unmatched grandeur and beauty of the state but also enlightens them with the basics of life-changing Ayurveda and its virtues as a holistic wellness system. ‘Ayurbodha’, the newest product of the Kerala Tourism Development Corporation (KTDC) aimed at blending tourism and knowledge of Ayurveda, was formally launched by Kerala Tourism Minister Mr. Kadakampally Surendran at the World Travel Mart in London. Under the initiative, the traveller can stay at any

Kadakampally Surendran, Minister for Tourism, Govt of Kerala releasing the KTDC Ayurbhodha campaign at WTM London. Dr. Venu V IAS, Principal Secretary, Jose Dominic, Managing Director, CGH Earth Hotels and A.R Raul IRS, Managing Director, KTDC are also seen

of the KTDC resorts located in the captivating and pristine parts of Kerala and learn about the ancient medicinal stream of Ayurveda. The focus would be on basic home remedies and diet regimes, Ayurvedic practices for the rejuvenation of body and soul, secrets of pressure points, basics of ‘panchakarma’ treatment and the history and use of medicinal plants. And the icing on the cake lies in the fact that the traveller goes back not only enlightened but also with a certificate for gaining knowledge of Ayurveda. “Ayurveda, as a wellness system and a mainstay tourism product, has been largely confined to treatments and massages. While Kerala is known as a destination for spending serene and peaceful holidays, our time-tested tradition of the ancient Ayurveda can enrich every visitor’s experience,” Mr. Surendran said. Ayurbodha will cover the best of locations of KTDC in Kerala, including the flagship ‘Samudra’ at Kovalam beach; Aranya Nivas, a jungle lodge at Thekkady situated inside the Periyar Tiger Reserve on the banks of Periyar river; the colonial era tea estate bungalow ‘Tea County’ at Munnar in the picturesque Western Ghats tea plantations; and the ancient Dutch palace-turned-resort of Bolgatty Island Resort in Kochi. Blessed with spectacular natural beauty, Kerala has been the cradle of the 5000-year-old Ayurveda and is endowed with rare medicinal plants. KTDC has roped in the best of the Ayurveda practitioners for the Ayurbodha initiative. January 2018

brand kerala

focus

Northern Kerala surging ahead in tourism initiatives Kerala Government put up an exemplary display of aggressive and model tourism development by allocating Rs. 600 crore exclusively for the development of tourism in North Malabar in just one year and issued administrative permission to many projects.

brand kerala

January 2018

onely Planet selecting northern Kerala as the third in the list of 10 Must-See destinations in Asia was a recognition of the hard work done by the Department of Tourism, said Kadakampally Surendran, Minister for Tourism. The development inspired the State Government to initiate tourism projects worth Rs. 600 crore in Northern Kerala. Lonely Planet placed Northern Kerala in its 2017 list after Gansu in China and South Tokyo in Japan. It is an achievement to successfully market the natural bounty and uniqueness in the global scene. Ensuring participation of nearly 30 bloggers from as many different countries at a workshop organised by the Department of Tourism gave a boost to the efforts to market Northern Kerala. Minister also pointed out that the opportunity provided to international tour writers and columnists to come over and have the first-hand experience of the pristine

places to visit in Northern kerala

Chandragiri river Chandragiri, is a river in the Kasaragod district, state of Kerala, India. The 17th century Chandragiri fort is on the river. Tejaswini river

tourism sector in Northern Kerala made a significant impact in enhancing the regionâ&#x20AC;&#x2122;s popularity. The State Government could put up an exemplary display of aggressive and model tourism development by allocating Rs. 600 crore exclusively for the development of tourism in North Malabar in just one year and issue administrative permission to many projects. As the first phase of the Rs. 300-crore-worth Malabar Cruise Project, boat jetties will be constructed at Parassinikadavu and Pazhayangadi and walkway will be built along the banks of rivers. The State Government has allotted Rs. 15 crore for this already. The tourist movement to northern Kerala is expected to rise exponentially with the completion of the River Tourism Project, spread over 197 km and engaging water bodies at Valapattanam, Kuppam, Perumba, Ancharakandi, Mahe, Thalassery, Neeleswaram, Tejaswini, Vilaya,

Paramba Lake, and Chandragiri in Kasaragod and Kannur districts. Dedicated centres will be erected to different centres to present regional art and craft forms. The flow of tourists will be supplemented with the completion of the Kannur Airport. The government is thus progressing with a comprehensive development agenda. It is worth noticing that the Lonely Planet identified the beaches of Northern Kerala as more beautiful and neat than those in Goa. The beginning of construction of a resort with all modern amenities at the cost of Rs. 43.20 crore at the acquired 3.5 acres in Muzhuppilangadu Beach is part of this initiative, said the Minister. Minister Surendran said that it gives immense pride for the tourism officials in the State that no other region of the country has been mentioned in the list prepared by the Lonely Planet. It is not a simple fact that even Malaysia and Singapore feature below Kerala in that list, he said.

Tejaswini River has many surprises that would give a memorable rafting experience for all. The thick foliage that strides into the river, the rocky banks, branches of huge trees that lean over the river, the magnetic swirl all make the rafting a mesmerizing experience.

Bakel Beach The beautiful Bakel beach with the historically and archeologically significant Bakel fort in the background is one among the long-familiar beaches in Kasargod.

mangroves The mangrove theme park is an eco-tourism project on the banks of Valapattanam river.

January 2018

Drive-in Beach Muzhappilangad Drive-in Beach is a beach in the state of Kerala in south India.

brand kerala

news

KOZHIKODE â&#x20AC;&#x201C; THE GATEWAY OF MALABAR Kerala Government put up an exemplary display of aggressive and model tourism development by allocating Rs. 600 crore exclusively for the development of tourism in North Malabar in just one year.

ozhikode district has the unique blend of history, culture and natural beauty. It has immense tourism potential. However, the realisation has dawned that the full tourism potential of the district has not been tapped till date. That is the relevance of the workshop organised by the District Tourism Promotion Council recently. The present Government is giving accent to the promotion of Malabar Tourism. The Government has a clear policy vision that tourism activities should not be restricted to some selected tourist points. That is why a comprehensive tourism development programme for Malabar is being envisaged. Already about 20 small and large tourism projects have been approved in the Malabar region after this Government came to power. Special mention should be made about the renovation of the Mithai Street and Manachira Square in Kozhikode. Besides these, work has already started to launch the Rs. 300-crore Malabar Cruise Tourism Project focussed on nine rivers in Kannur and

brand kerala

January 2018

Kasaragod districts. Kozhikode will naturally be benefitted by this project, once it is fully commissioned. The Iringal Craft Village, which was introduced by the last LDF-led Government, is an outstanding tourism concept. The project, which showcases the rich handicraft tradition of the land to the world, is undoubtedly one of the best rural tourism concepts. The present government has initiated measures for the second phase development of the same. Kozhikode is blessed with natural charm. Regions like Kakkayam, Peruvannamoozhi, Thusharagiri and Kadalundi are endowed with rich tourism potential. It should be mentioned here that many of these regions are ideal locations to promote adventure tourism projects. The contacts that Kozhikode had with world outside dates a long way back in history. Kozhikode still retains remains of many of its historical landmarks. Proper conservation of the same can bring in many foreign researchers and tourists to Kozhikode. Another highlight of Kozhikode is

Lonely Planet placed Northern Kerala as the third in the list of its 10 Must-See destinations in Asia.

A mesmerizing landscape of Thamarasseri Ghat road on the way to Wayanad from Kozhikode.

its cuisine. There is a heavy flow of food aficionados from the southern parts of the State to Kozhikode, just to relish the exclusive cuisine of Kozhikode. Especially dishes like Kozhikode biriyani have got a wide followership. Kozhikode is famous for its hospitality. This is another aspect

that can be developed from a tourism angle. Pradeep Kumar, MLA, has submitted a major project concept note on tourism development of Kozhikode beach. This concept has been so conceived as to bring in the comprehensive development

of the region along with improving the tourism potential. It has to be mentioned that the concept has considered the environmental impact of the development activities in the project area and also the total upgradation of the lifestyle of fishermen community in the region. January 2018

brand kerala

event news

Muziris Paddle Rowing with a Motive

erala Tourism has announced an unique Adventure and activity based tourism annual event named Muziris Paddle, a group paddling event in association with Jellyfish Watersports, Kozhikode, focused on Kayaking & SUP with adventure and leisure theme, on January 19th and 20th to promote the Adventure and Activity based tourism and Muzirsis Heritage project. This event will also be an conjunction programme with Kochi Muziris Biennale 2018. The Kayakkers will start their thrilling water challenge from

brand kerala

January 2018

Kottappuram Jetty at Kodungallur in Thrissur district of Kerala in the morning on January19th and ending at Eranakulam Jetty on January 20th 2018. The 2 day, 40 km event with overnight camping and targeting international tourists and national adventure enthusiasts is expecting 50 -75 paddlers this time. The event will be entirely supervised by Jellyfish Watersports team with experienced river guides and professionals and in association with local associations, non profits and nature groups to promote the social cause of the event and goal

Muziris Paddle is an unique Adventure and activity based tourism event organized by Kerala Tourism in association with Jellyfish Watersports, Kozhikode, focusing on Kayaking & standup paddleboarding (SUP).

Muziris Paddle, a Kayaking event will be held on Jan 19 & 20, 2018 in Central Kerala

of protecting our water and â&#x20AC;&#x2DC;leave no traceâ&#x20AC;&#x2122; concepts similar to Chaliyaar River Challenge event, which was held last year. The team will be requesting all the kayaking clubs in the country to join and promote this event. Chaliyaar River Challenge event, the 68 km paddling event was organised to promote the usage of rivers for recreational usage and to create a bond between the river and youngsters. Rivers are neglected in our country. We respect them as mothers but forget the relation while throwing industrial waste, domestic waste and other wastes in them. Water adventure sports like rafting take place in hill stations only where water is fresh but as we come towards the plain-land, Rivers have reduced to a drain as they are used more for commercial than recreational purposes. Kayaking for a cause is helping in creating more awareness about the conservation of river. Tourism India and Kerala Tourism magazines were also joined with the organizers as Travel Media partners to highlight the importance of water sports activities to protect and promote our dying rivers.

January 2018

brand kerala

feature

An aerial view of gigantic Jatayu Sculpture by Rajeev Anchal at Jatayu Rock in Chadayamangalam, Kollam, Kerala

brand kerala

January 2018

Adventure Rock Hill at Jatayu Earth Centre Jatayu Earth’s Center at Chadayamangalam in Kollam district of Kerala, created by well known artist & film maker Rajeev Anchal, is considered as a glorious example of sustainable and eco-friendly tourism in India.

info

erala’s first BOT model ecotourism project the’ Adventure Rock Hill’ of Jatayu Earth’s Center, spread across four hills in Chadayamangalam, Kollam district of Kerala is now open for visitors. Spread across 65 acres, it offers abundant activities and services for the vacationers, including camping, rock climbing, trekking, and 6D theatres, a virtual reality museum, a Siddha, an Ayurvedic cave resort and much more. The attractive tour package for visiting the centre includes 15 challenging adventure activities. It has a separate adventure zone, which provides over 20 different games such as paintball, archery, laser tag, rifle shooting, and rock climbing and rappelling for the tourists. Speaking about the center, Mr. Rajiv Anchal, Concept Designer, Chairman and Managing Director, Jatayu Earth’s Center stated, “The center is considered as a glorious example of sustainable and eco-friendly tourism in India. The center is a result of 10 years

Rajiv Anchal Rajiv Anchal is a film director, screenwriter, and sculptor. He was born on 20 December 1956 in Alencherry, Yeroor Panchayath, Anchal, Kollam District, Kerala State. At a young age, he developed an interest in sculpture. He was educated at the Yeroor Government High School. He received a diploma from St. John’s College. Anchal then enrolled at the Trivandrum College of Fine Arts.

January 2018

brand kerala

info

Jatayu Earth’s Center Jatayu Earth’s Center or Jatayu Nature Park is a park and tourism centre at Chadayamangalam in Kollam district of Kerala. Designed by Rajiv Anchal, This rock-theme nature park is about 38 km away from Kollam and 46 km away from the state capital, Thiruvananthapuram.

100crore is the initial budget of Jatayu Nature Park

Jatayu Nature Park will hold the distinction of having the world’s largest bird sculpture of the great mythical bird Jatayu.

200

Facilities 6D theatre, Cable car, Digital museum, Adventure zone (with 20 games), Facility for bird’s eye view, Ayurvedic and siddha cave resort FACTS

150 15,000

feet long

feet broad

feet height

square feet of floor area

of sustained dedication. ‘Jatayu’ symbolizes an era when humans and other living beings cared for each other and lived together peacefully. Emphasizing the endeavor of Kerala Tourism Mr. Kadakampally Surendran, Honorable Minister for Co-Operation, Tourism and Devaswom, Government of Kerala said, “The tourism department of Kerala has always been keen on promoting adventure tourism to woo vacationers from all corners of the world. Kerala Tourism will keep executing tourism development plans in order to accelerate the growth of the tourism sector.” Owing to the changing preferences of travellers, the Tourism Department of Kerala aims to promote adventure tourism across the state and position the state as ‘The Land of Adventure’. Following the unique concept

brand kerala

January 2018

Jatayu Earth’s Centre is 200 ft. long, 150 ft. wide and 70 ft. tall sculpture. It is the world’s largest bird sculpture. of Responsible Tourism, it offers several opportunities to support local communities with projects like renewable energy and rainwater harvesting. The center has been built in a public-private partnership under the Build-Operate-Transfer (BoT) model. The bird sculpture replicates the mythical bird- Jatayu, which was developed by filmmaker and sculptor

Rajiv Anchal. Highlight of the Jatayu Earth’s Centre is the 200 ft. long, 150 ft. wide and 70 ft. tall sculpture. It is the world’s largest bird sculpture with an entry into the Guinness Book of World Records. As per mythology, Jatayu died at this spot while fighting with Ravana to save Goddess Sita. Speaking about the much-awaited tourist spot, Mr. P. Bala Kiran, IAS, Director, Kerala Tourism and Managing Director, Kannur International Airport said, “From adventure enthusiasts to families, young generation of travellers to couples, this tourist spot caters to a wide audience. The center allows the tourists to have thrilling and refreshing experiences, while exploring the natural beauty of the place. There are few more ventures pending to make the Nature Park fully operational, which is expected to be completed by April 2018.

news

backwater charm of Thiruvananthapuram The area between Kadinamkulam and Akathumuri in Thiruvananthapuram district is rich in natural charm of backwaters. A boating service along Perumathura, Anchuthengu, Kayikkara, Ponnumthuruthu and Panayilkadavu till Akathumuri will commence soon.

he area between Kadinamkulam and Akathumuri in Thiruvananthapuram district is rich in natural charm of backwaters. A boating service along Perumathura, Anchuthengu, Kayikkara, Ponnumthuruthu and Panayilkadavu till Akathumuri will be started soon, said Kadakampally Surendran, Minister for Tourism. It will take three hours to complete the boat trip in one direction. The boats, modelled after famous Shikara of Dal Lake in Kashmir, will be used mostly for this sector, Minister Kadakampally Surendran said. Twenty persons can travel at a time in these boats. Boat terminals to berth houseboats, light refreshment stalls, and modern toilets will be built at Kadinamkulam. The resting place will

be built at beautiful Panayilkadavu. Floating jetties will be constructed at Perumathura, Anchuthengu, Kayikkara, Ponnumthuruthu, Panayilkadavu and Akathumuri. Private entrepreneurs will be supported to operate houseboat services. The District Tourism Promotion Council (DTPC) will be entrusted with the role of implementation. Boats will have strict environmental norms in place. There will be adequate facilities for sewage too. The project, once completed, is expected to boost the inflow of tourists, including those from foreign countries. The concept is to promote the natural charm of backwaters of Thiruvananthapuram along with its hill stations and beaches, Minister said. There have been demands to extend the project up to Kappil Beach.

200km2

of crystal clear lakes and lagoons in Thiruvananthapuram.

January 2018

brand kerala

news

Thalassery Heritage Tourism The Gundert Museum and the language study centre proposed along with it will be a landmark in the Thalassery Heritage Tourism project. The government has also allotted Rs. 2.25 crore for protection of the Thalassery Pier and conversion of the food street to a sculpture park.

Thalasseri Sea Bridge

brand kerala

January 2018

erala should give accent to enhancing the experiential quotient of its tourism projects, said Minister Kadakampally Surendran. He was speaking after inaugurating the work of the Thalassery Heritage Tourism Project. Our State is blessed with natural beauty, ideal climate and biodiversity. It is not for nothing that we have been called ‘God’s Own Country’. That is not just an advertisement tagline. The unique art and culture, natural beauty, climate that enthrals, rich diversity of myths and festival cook up a heady mixture that lures tourists from far and wide. Even after showcasing much, we still have unexplored regions in our cultural repertoire with immense tourism potential, he said.

Thalassery Heritage Tourism Project is conceived by previous LDF government on the lines of the successful Muziris Heritage project and gave administrative permission for 21 projects worth Rs. 46 crore. However, the project was shifted to the backburner of priorities by the UDF government that followed. The absence of continuity in policy implementation is one of the major hurdles in the sustained development of our land. Now the Thalassery Heritage Tourism Project is being revived. As part of this, four projects have been approved in the first phase. Permission has also been given to extend the Heritage Tourism project to other centres in the Thalassery constituency. Nearly Rs. 1.5 crore has been sanctioned for the conservation of Moythu Bridge and its renovation into a public park. As much as Rs. 61 lakh has been sanctioned for the conservation of old Fire Tank and development of Thazhe Heritage Walk. In this context, a historical decision has been made to convert the Gundert Bungalow, which has deep connections with the history of Kerala and that of Malayalam language, into a museum. The Gundert Museum and the language study centre proposed along with it will be a landmark in the Thalassery Heritage Tourism project. The government has also allotted Rs. 2.25 crore for protection of the Thalassery Pier and conversion of the food street to a sculpture park. The appointment of a special officer to oversee the effective implementation of the project shows the commitment of the government

toward this project, Minister said. The State Government is working on aggressive action plans to design original tourism concepts firmly rooted in tradition and culture of Northern Malabar. The government headed by Pinarayi Vijayan has spotted the immense tourism potential of Malabar and is working towards assigning its due position in the global tourism map. The stage is set for unprecedented advancement in regional development and tourism. In just about a year, the Department of Tourism could design projects worth Rs. 600 crore. The Malabar Cruise Project, worth around Rs. 300 crore, is the main component in this. As the first phase of this project, Rs. 15 crore has

Thalassery is famous for 3 Câ&#x20AC;&#x2122;sCakes, Cricket & Circus.

been allotted to building boat jetties at Parassinikadavu and Pazhayangadi and also a walkway along the banks of rivers. The footfall of tourists is expected to increase exponentially in the region once the River Bank Tourism Project takes off with renovation and showcasing of water bodies at Valapattanam, Kuppam, Perumba, Ancharakandi, Mahe, Thalassery, Neeleswaram, Tejaswini, Vilaya, Paramba Lake, and Chandragiri in Kasaragod and Kannur districts. The entire project is designed along the 197-km-long banks of rivers. Dedicated centres will be erected to different centres to present regional art and craft forms. The flow of tourists will be supplemented with the completion of the Kannur Airport. The

Thalasseri Fort

government is thus progressing with a comprehensive development agenda. Our State hold immense potential for tourism. A sustained tourism culture can be evolved with projects that have the least impact on the native environment and culture.

The Government is pondering over possibilities of appointing a brand ambassador for promoting healthy and responsible tourism in Kerala with active and positive support from all walks of life, Minister Kadakampally Surendran said. January 2018

brand kerala

news

KERALA RESORTS SHINES in WORLD LUXURY AWARDS UDS Kovalam, Fog Munnar, Ramada Kochi, Panoramic Getway Munnar, Aquatic Resort Kumbalangi, Purity At Lake Vembanad and Niraamaya Retreats Surya Samudra win the World Luxury Hotel awards.

DS Kovalam, Fog Munnar, Ramada Kochi, Panoramic Getway Munnar, Aquatic Resort Kumbalangi, Purity At Lake Vembanad and Niraamaya Retreats Surya Samudra wins the award Godâ&#x20AC;&#x2122;s own Country glows at the World Luxury Hotel award gala, as eight hotels from Kerala amassed the prestigious Luxury hotel awards in India Country wide category. UDS Kovalam bagged award for the best Luxury Beach Hotel, Fog Munnar gained award for the best Luxury Family Resort and Luxury Villa Resort, Ramada Kochi for best Luxury Family Hotel, Luxury Lakeside Hotel and also for Luxury Scenic View Hotel, Panoramic Getway Munnar for Luxury Contemporary Hotel, Aquatic Resort Kumbalangi for the best Luxury Hideaway Resort, The Malabar House Kochi for Luxury Design Hotel, Purity At Lake Vembanad for Luxury Spa Hotel and Luxury Wellness Hotel, and Niraamaya Retreats Surya Samudra for the best

brand kerala

January 2018

UDS Kovalam and The Fog Resort & Spa Munnar were adjudged the best Luxury Beach Hotel and best Luxury Family Resort & Luxury Villa Resort respectively.

Rajashekhran Nair, CMD, Vignesh Nair, Executive Director and Radha Nair, Managing Director of UDS Hotels & Resorts with World Luxury Hotel award at Switzerland (Top) Mr. Jolly Antony, MD and Mr. Vimal Roy, GM of The Fog Resort & Spa witth World Luxury Hotel Award

Luxury Honeymoon Hotel. The 11th Annual World Luxury Hotel Awards 2017 winners received the awards and celebrated in style on the 2nd of December at the Kulm Hotel St Moritz Switzerland.