
Ritu Jha-
Kerala, one of India’s showcase tourism states, began its 2023 with a string of roadshows in New York, Los Angeles, and San Francisco to boost visitor numbers.
Kerala Tourism Principal Secretary K S Srinivas, along with the state’s business delegations, showcased new tourism offerings, globally- acclaimed assets, and projects under the “Responsible Tourism” initiatives that travellers will be able to experience in Kerala from this year.
Srinivas spoke to indica about his plans to take tourism to the next level in Kerala and boost the inflow of tourists from the US fivefold by 2027.
“We have been making concerted efforts to expand the spectrum of tourism products and events that would appeal to all travellers, be it a backpacker or a high-end spender who would also like to indulge in adventure tourism and explore unexplored places. We are quite enthused by the turnout at all the roadshows in the American cities,” Srinivas said. “The USA has been a major market for us, and such roadshows give significant traction to attracting tourists to Kerala.”
As per official data, 109,859 American tourists visited Kerala in 2019, while the overall number for India was 1.512 million. Srinivas hopes to boost the number of US tourists to Kerala to half a million every year by 2027.
“This is my first visit to promote Kerala Tourism, and the response from tour operators has been exceptional. All our Kerala tour operators are happy, especially with the response in Los Angeles,” Srinivas said.
Officials said the roadshows were aimed at not only general tourism, but also health tourism. “Kerala is known for its healthcare infrastructure, especially Ayurveda,” Srinivas said. “We have regulars from the US, Europe, and the UK visiting Kerala. They usually opt for the same resort or hospital for treatment. Health tourism is definitely a big draw, but we want all sections of tourists to visit Kerala.”
He added that the backwaters of Kerala are a fab favorite, where tourists prefer to stay in houseboats. “They enjoy our beaches, the backwaters, our dance forms, and the cultural heritage. But most of them enjoy the backwaters, houseboats, and beaches.”
Despite its natural beauty, facilities, and infrastructure, Kerala is still not the top tourist destination in India. “Kerala has certain disadvantages,” Srinivas explained. “It is located in the deep south. Of the international tourists who visit India, most head for the golden triangle – the Taj Mahal, Jaipur, and Delhi. Only 10% of them come down to the south. That is why we are trying to draw attention to what we have to offer in Kerala.”
He said the Central government has prioritized tourism in the 2023-24 budget. “We have tourism projects such as Swadesh Darshan, and funds are being allocated to develop newer destinations. This year two destinations in Kerala got included in Swadesh Darshan – Beypore and Kumarakom. Beypore is known for its beaches. A big project is coming up in Kovalam, one of the best beaches in Kerala,” Srinivas added.
Kumarakom in Kottayam and Beypore in Kozhikode were selected along with 34 other destinations from 19 states and Union Territories for development under the Swadesh Darshan 2.0 scheme. According to Srinivas, getting selected under the Swadesh Darshan scheme will give a big boost to the tourism prospects of the destinations.
Tourism was the worst-hit sector during the Covid pandemic and Kerala was not immune. “The number of US tourists dropped sharply during and after the pandemic. It is only now that the numbers are increasing and we are hoping to further boost them.”
Srinivas said the best time to visit Kerala is immediately after the monsoon season (after September). “October to March is the best time to experience the state. Of course, many tourists enjoy the heavy rains and we have those people coming regularly.”
He said Kerala’s hospitality is what sets it apart, and is the state’s USP when it comes to tourism.
Shalilendran Mohan, vice-president, CJH Earth Hotel and one of the delegates, told indica, “We want to tell American tour operators community and consumers at large that India doesn’t start and end with palaces and tigers; there is so much more to see. Kerala is something they shouldn’t miss.” He said they are trying to educate US tour operators on what Kerala can offer and “the diversity we have from culture to cuisine to Ayurveda.”
Another delegate Abhilash Kalathil Ramesh, executive director of Kairali Ayurveda Group, said they are specifically targeting the US market and have launched 30 Ayurveda products in the US last year, with a warehouse in New Jersey.
“Our target age group is 45-plus, and we are focusing on alternative medicine,” Ramesh said.
He added, “To create US-Kerala synergy, we need to create more awareness. A majority of the visitors don’t know where Kerala is situated. People who know yoga are aware of Ayurveda and in 2022 we launched products here. But the difficulty is the perception of yoga and Ayurveda. There is often a religious connotation.”
Pioneer Personalized Holidays director Ranju Joseph is visiting San Francisco for the third time. He told indica that India’s domestic tourism is now active. They offer both group and individual tours, and prices have gone up and India we don’t see price as a concern. People are interested in tourism with their families more than business visits.
Phillip Archer at Roaming Richly Travel in Burlingame, California told indica it was his first time at a tourism roadshow, and he wanted to increase his India business.