By IANS,
New Delhi : With domestic tourism in India experiencing a strong growth, driven by a burgeoning middle class, Kerala Tourism has shifted its marketing strategy, focussing more on the local than the foreign travellers.
“We have not cut down spending on our international markets, but more funds have been allotted to nurture the domestic market. The department has also forged more tie-ups with national intermediaries- tour operators- to draw greater number of domestic travellers to the state,” Venu V., tourism secretary, Kerala, told IANS.
The domestic footfall to the state across every segment of tourists touched 75 lakh in 2008-2009 up from 66.42 lakh in the previous year, estimates compiled by the Kerala Tourism reveal.
“If the marketing budget of Kerala Tourism since 2006-2007 is examined, the focus initially was more on international markets- primarily the European markets of Britain, Germany and France.
“However today, Kerala tourism is tapping the potential of the domestic market which is witnessing vigorous movement. Earlier, the movement of domestic tourist to the state was localised – mostly from Gujarat from Mumbai; but now tourists are pouring in from all over the country,” he said.
Venu V. was in the capital to receive the CNBC Awaaz Tourism awards for the “most preferred state” and the “best state tourism board” from Tourism Minister Kumari Selja Wednesday.
The state also won the prize for the best boutique hotel– the Malabar Home in Fort Cochin. The Taj Malabar in Cochin got the prize for being the “most preferred health and rejuvenation” resort.
Outlining the change in the promotion strategy, the tourism secretary said his department is hosting road shows across the country to exploit the potential of the domestic market.
Kerala Tourism is also changing the product profile. “The emphasis is more on cultivating the tiny and the small hospitality sector. It includes homestays, guest houses and smaller hotels. We are trying to make every corner of the state which has something of tourists’ interest accessible to tourists.”
“Big hotels cannot set up infrastructure in smaller and remote destinations because of high costs. Homestays and budget hotels fill the gap with quality accommodation and intimate experiences,” Venu V. said.
He cited the example of Wayanad which does not have a single big luxury property. “Wayanad is one of the most popular tourist destinations in the state but it depends on homestays, guest houses and service villas.”
Responsible tourism is another area that is on the state government’s priority list.
“Since 2007, we have been trying to put together a framework of partnership between the communities and the hospitality industry in four destinations across the state to help the community enjoy the benefits of tourism. It is a difficult concept to explore- but we want to set a statewide responsible tourism model,” he said.
The state government is also strengthening its network of foodcraft institute to raise the skill level in the hospitality industry, he said.
“We have established a hospitality institute in north Kerala, relatively backward in terms of tourism, to help more youngsters join the hospitality trade. We have eight food craft schools in the state,” he said.