Kerala: 100 per cent tourism growth plan in 3 years

Kerala Tourism will refresh its brand with a new brand ambassador.

THIRUVANANTHAPURAM: The draft tourism policy 2017 seeks a 100 percent increase in foreign tourist arrivals and 50 percent increase in domestic arrivals by 2020. Four lakh new jobs are on the anvil. At a presentation here on Friday, tourism director Bala Kiran said world-class tourism infrastructure through PPP model, aided NRI investment and entrepreneurship, cleaner environs and creation of better responsible tourism infrastructure in all destinations are a priority.

Concerted efforts are aimed at tackling issues of connectivity to Kerala from major parts of the domestic and international markets. Ensuring tourist-friendly, secure and safe destinations and curbing unwanted activities would be a hallmark of the new policy. Kerala Tourism will refresh its brand with a new brand ambassador. The department arm will enter into agreement with airlines & other stakeholders.

The promotion of experiential tourism using Responsible Tourism Mission includes cruises, medical tourism, ayurveda and dental tourism, splash during monsoon season, mud football, monsoon sports, farm and plantation leisure outing, flower show, cuisine tourism, international culinary festival and new art, design, literary and music festivals. River cruising thru 7 rivers of North Malabar and the boost to cultural and village tourism have big sums envisaged in the state budget. Thalassery heritage project, pier road, performance centre at Thazhe Angadi area, Wellesley’s Bungalow, Moidupalam, Gundert Bungalow and court complex fall within the Malabar focus.

The Muziris Biennale project, land acquisition at Aspin Wall, the venue of biennale at Rs 50 crore, Alappuzha Mega Circuit project, 30 trekking routes, 30 camping sites, 10 adventure tourism centres and renovation of 65 properties identified will be done with the consent of forest department. Tourism entrepreneurship fund will be tapped from State Budget and venture funds besides profits of 5 percent of DTPCs. Drafting the active participation of panchayats, municipalities and corporations in tourism plans and the creation of Tourism-LSG task force are to be completed by March next year. The thrust is on special tourism maps for each local body. DTPCs will make plans by February next year.

Partnering cooperative societies, SHGs, Kudumbasree and resident associations and highlighting traditional “Thattu kada” tourism products have huge job potential. Mapping modern innovations and use of technology includes responsive website and mobile app to be ready by March next year and virtual travel marts and road shows. Nearly 3,600 videos and tripling social media presence are also part of the policy.

( Source : Deccan Chronicle. )
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