Tourism Policy Of Kerala

Presented by : Divya Megha

Ruchi

Contents1. Preamble2. Vision3. Mission4. Objectives5. Quality visitor experience6. Community and tourism7. Investment8. Marketing9. HR development10.State Tourism Advisory Committee

PreambleKerala, “God’s own Country”, has emerged as the most acclaimed tourist destination in the country. Beaches, warm weather, backwaters, hill stations, waterfalls, wild life, Ayurveda, year round festivals and the diverse flora and fauna make Kerala a unique destination for tourists. During the last few years, the State Government has been giving very high priority to this sector.

Kerala has been branded as one of the most wanted tourism destination. A great deal of this is due to proactive marketing and promotional measures taken during the last ten years.

Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

Kerala Tourist Statistics - 2010

Foreign No. of Foreign Tourists in 2010 6,59,265 No. of Foreign Tourists in 2009 5,57,258 % Variation over Previous year 18.31 % Per Day Expenditure 2010 Rs. 3600/- Per Day Expenditure 2009 Rs.3200/- % Variation over Previous year 12.5% Average duration of Stay 2010 16 days Average duration of Stay 2009 16 days % Variation over Previous year Nil Foreign Exchange Earnings 2010 Rs. 3797.37crores Foreign Exchange Earnings 2009 Rs. 2853.16 crores % Variation over Previous year 33.09 %

Domestic

No. of Domestic Tourists in 2010 8595075 No. of Domestic Tourists in 2009 7913537 % Variation over Previous year 8.61 % Per Day Expenditure 2010 Rs.1800/- Per Day Expenditure 2009 Rs.1500/- % Variation over Previous year 20% Average duration of Stay 2010 6 days Average duration of Stay 2009 6 days % Variation over Previous year Nil

Earnings from Domestic tourists 2010 Rs.9282.68 crores Earnings from Domestic tourists 2009 Rs. 7122.18 crores % Variation over Previous year 30.33%

Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

Total

Total Earnings (Direct) 2010 Rs. 13080.05 crores Total Earnings (Direct) 2009 Rs. 9975.34 crores % Variation over Previous year 31.12% Total revenue generated 2010 (direct and indirect) Rs.17348 Crores Total revenue generated 2009 (direct and indirect) Rs. 13231 Crores % Variation over Previous year 31.12%

Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

TRENDS IN DOMESTIC & FOREIGN TOURIST ARRIVALS INTO KERALA (2002 TO 2010)

Year Domestic Tourists % VAR. Foreign Tourists % VAR.

2002 55,68,256 6.3 2,32,564 11.3 2003 58,71,228 5.4 2,94,621 26.7 2004 59,72,182 1.7 3,45,546 17.3 2005 59,46,423 -4.3 3,46,499 0.27 2006 62,71,724 5.47 4,28,534 23.7 2007 66,42,941 5.92 5,15,808 20.37 2008 75,91,250 14.28 5,98,929 16.11 2009 79,13,537 4.25 5,57,258 -6.96 2010 85,95,075 8.61 6,59,265 18.31

Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

Indicators on economic impact of tourism

Foreign Exchange Earning during the year 2010 is Rs.

3797.37 crores

Total Revenue generated from tourism in 2010 comes to

Rs. 17348 crores

Tourism’s contribution to State’s GDP is around 9 %

(approximately)

The average per day expenditure of a foreign tourist is

Rs.3600/-

The average per day expenditure of a domestic tourist is

Rs.1800/-

The average length of stay of a foreign tourist is 16 days

The average length of stay of a domestic tourist is 6 days

In tourism ventures, small and medium enterprises dominate today. The importance of tourism from a development perspective is realized by local self government and local communities also.A perfect synergy between public and private sector is created in tourism and the need of the hour is to promote quality on all fronts to provide world-class experiences to tourist without deteriorating society, environment while strengthening the economy.

Vision

Tourism becomes a vibrant and significant contributor to the

sustainable development of the state of Kerala

MissionThe state delivers a world-class, yet local

visitor experience. Tourism sector attracts investment, which

will be sensitive to the natural environment

Communities benefit from tourism and value its contribution

Kerala is positioned as a visible global brand in tourism

Our market share is enhanced, within and outside India

Kerala becomes a quality human resource provider in tourism for the state and the country

Objectives

• To ensure quality visitor experience• To focus on benefits for the community

from tourism• To create enabling environment for

investment• To market Kerala as a visible global brand

in domestic and international markets• To develop quality human resources in

tourism and hospitality

Quality Visitor Experience

• Basic infrastructure at destinations Cabinet Committee on Tourism

Task force on Infrastructure Development

‘Kerala Waste Free Destination (KWFD)’

• Managing Tourism Resources• Development of local leisure destinations

and enhancing local level experiences.• Assessing the quality of Destinations.• Wayside facilities at the destinations and

en-route• Environment friendly practices promoted

Quality Visitor Experience

• Promotion of local souvenirs• Promotion of local cuisine• Promotion of adventure tourism• Tourist information centres at all

major tourism destinations.• Signage at destinations and en-route.• Grading of wayside establishments• Hop-on Hop-off services

Community and Tourism

• Community and economic benefits• Community and Socio-cultural

aspects.• To strengthen and promote

Responsible Tourism• Active involvement of Local Self

Governments

To create enabling environment for INVESTMENT

• Fast track clearance to tourism projects with investment above Rs. 10 crores

• New subsidy system to promote Responsible Tourism practices

• Marketing assistance for Service Providers

• Residential tariff for homestays

Marketing

• To market Kerala as a visible global brand with equal focus on domestic and international markets

• Strengthening the existing International markets

• To tap the new and emerging International markets

• To tap the existing domestic markets

Marketing• Strengthen Market Research• Strengthen Internet enabled

marketing strategies• Increasing average length of stay• To develop Kerala as an all season

destination• New Destination Promotion

campaign• Task Force on Tourism Marketing

Human Resource

Observations :• Creating awareness among the people

regarding the employment prospects in travel, tourism and hospitality sector.

• Need for common standards, uniformity and harmony in curriculum, faculty qualification and education delivery.

• Tourism sector is considered as unpopular career option because of unattractive wages and the demanding working conditions

Human Resource

• Develop KITTS as an apex institute in HR development

• Integration of tourism educational activities of technical institutes

State Tourism Advisory Committee (STAC)

Department will form State Tourism Advisory Committee (STAC) to advise Departmenton destination development, tourism product development, tourism marketing strategies,HR and tourism research to promote and enhance the state’s reputation as a premiertourism destination. The Committee will have nominated members from the tourismindustry stakeholders and members of various Task Forces in tourism.

Thank You