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FEATURES Our efforts will be to provide the highest standards of service to all citizens.

Our performance may be measured in the respective area against timely service on various activities being undertaken by the corporation Kerala was a relatively unknown state among tourist circles until the early 1960s. The first initiative to popularize Kerala as a tourist destination was undertaken by Travancore's first prince: H.H. Col. Goda Varma Raja (husband of H.H. The Queen of Travancore) started Kerala Tours Limited to popularize key tourist locations in Travancore Kingdom. When Travancore merged with India, Kerala Tours Limited became a private entity under the Travancore royal family. For more than 20 years since Independence, Kerala trend to ignore tourism as a key industry, leaving KTL and other private players to lead the role. In the 1960s, KTL struck gold, by collaborating with Thomas Cook and started popularizing Kovalam in western countries which started the advent of hippie culture in Kovalam Beach. The strong inflow of tourists into Kovalam, started Kerala government to consider tourism as a key industry. Though it tried to nationalize Kerala Tours Limited, it soon fell into legal issues. This resulted in the government to think starting a new entity known as Kerala Tourism Development Corporation (KTDC) IN 1966. Started as a government department, KTDC became a separate commercial entity by the 1970s. Several premium guest houses of Kerala Government were identified and converted into hotel brands. Objectives 1. To promote Kerala as a leading tourist destination 2. To identify key tourist destinations within Kerala and promote it outside 3. To provide auxiliary support in developing key tourist destinations 4. To provide highest quality hospitality services to tourists 5. To act as one-source destination for various informations regarding tourist destinations and other related informations. 6. To ensure higher returns to government, through financial and social viable projects, and thereby provide employment

Hotels and motels KTDC owns more than 40 properties ranging from heritage five-star resorts to budget accommodation, managed under four brands. Premium range KTDC has two resorts and six five- and four-star hotels. All properties in the premium range are individually branded .

Bolgatty Island Resort, which houses the Bolgatty Palace, a heritage property which is the largest Dutch palace outside the Netherlands.[1] The resort has another property, branded as Island Resort, which has a nine-course golf club, horsing tracks and other facilities.

Marina House: KTDC manages India's first marina which includes a 24-room hotel, Marina House, located in Bolgatty Island (West), Kochi.

Mascot Hotel Trivandrum, located in state capital Thiruvananthapuram is a heritage property built in 1902 which used to accommodate Travancore Army officials and Army Center until 1949.

Lake Palace, a former summer palace of the King of Travancore, is on an island in the middle of the Periyar Lake 20 minutes by boat from the mainland, located inside the Periyar Tiger Reserve.

Aranya Nivas Thekkady built within Periyar National Park is a five-star jungle lodge. Waterscapes Kumarakom is a group of lake cottage suites built over Vembanadu Lake in the tourist destination Kumarakom.

Samudra Beach Kovalam, a five-star property in Kovalam Beach Tea Country Munnar, a heritage colonial tea estate bungalow refurnished as a four-star hotel

Value plus KTDC has three-star "value plus" range hotels across five districts of Kerala. Most of the hotels are designed to cater business and upper-segment family market. Each value plus hotel property is themed around its location.

Golden Peak Ponmudi: Honeymoon Hotel Chitaram Thiruvananthapuram: City Business Hotel Nandhanam Guruvayur: Pilgrim Hotel Periyar House Thekkady: Jungle Safari Lodge Garden House Malampuzha: Picnic Hotel

Peppergrove Wayanad: Spice Garden Hotel

Tarmind Eaze Tarmind Eaze is a series of 15 budget hotels spread across Kerala, to cater to budget tourists. Aaram KTDC was one of the first hospitality chains in India to start series of motels across major state and national highways. The motels are branded as Aaram, which are designed as roadside multicuisine restaurants. Every Aaram has a large restaurant, rest rooms and many motels have dormitories as well as a medical center. In 2007, another series of motels branded as Vazhiroram started as a public-private partnership, which didn't find as success as Aaram. A few designated Aarams do have beer parlors which serves limited alcohol drinks as well as beer. Package tours KTDC sells packaged tours of Kerala across world, through a network of travel agents and tour agencies who act as general sales agents of KTDC. More than 20 products are offered by KTDC. Conducted and sight-seeing tours KTDC conducts one-day and two-day sight-seeing tours in major cities as well as in tourist centers. This includes bus/tourist cars trips and boat ferries. Tourist reception KTDC have several tourist reception centers in all major cities and tourist centers, from where conducted tours start and end, in addition to providing complementary information about tourist destinations, maps and guides.

PROFILE KTDC Hotels and Resorts Limited (KTDC) was incorporated on 29 December 1965 as a private limited company under the provisions of the Companies Act, 1956. The Registered/Corporate Office of the corporation is situated at Mascot Square, Thiruvananthapuram. The initial name of the company was Kerala Tourist and Handicrafts Corporation Private Limited. The name was changed as Kerala Tourism Development Corporation Limited from 15 July 1970 and later as KTDC Hotels and Resorts Limited from 07 October 2010. KTDC has been playing a key role in the development of infrastructure facilities required by the rapidly growing tourist traffic into the State of Kerala and has been the prime mover in the progressive development,

promotion and expansion of tourism in the State. Apart from developing the largest hotel chain in Kerala, KTDC offers tourism related facilities like conducted tours, boating, tourist reception centers, centralized/online reservations, conventional services, customized tour packages etc. The authorised share capital of the corporation is 85 crore and the paid up capital as on 31-03-2011 was 75.70 crore. The entire paid up capital of the corporation is held in the name of Governor of Kerala. Working on the philosophy of public sector, KTDC succeeded in achieving its objectives by promoting the largest hotel chain in the State and providing all tourist services. OUR MISSION To provide leadership and play a catalytic role in the development of tourism infrastructure in the State and to achieve excellence in strategic business operations through professionalism, efficiency, value for money and customer satisfaction.

OUR VISION To make KTDC the official host to Gods own country, the best service provider in the hospitality industry with basic infrastructure and state-of-the-art facilities, focusing on environment conservation and preservation, adding impetus to local supplies and human resources and thereby positioning as a Premier PSU in the hospitality sector in Kerala. OUR OBJECTIVES To be a major player in the development of tourism infrastructure in the State. To treat the tourists as our Guests (Adhidhi Devo Bhava) and ensure customer delight by providing value for money. To provide elegant accommodation and better quality services in KTDC Hotels and Restaurants. To function as an efficient corporate house with improved productivity levels and profit margins. Achieve high levels of productivity of its employees by way of better training, motivation and HRD techniques. To empower the host population through responsible tourism. To promote and market our products at National and International level and thereby making Kerala as a premier Global tourism destination.

To promote sustainable and eco-friendly tourism in the state based on the carrying capacity of the destinations. To conserve, preserve the art, culture and heritage of the State. To promote new innovative tourism products, lesser-known destinations. To provide transport, entertainment, shopping, convention and recreational services. To render consultancy and managerial services in the hospitality industry. To undertake pioneering efforts for destination development. To play an active role in association with the State Tourism Department/Directorate in conceptualizing and execution of tourism projects, publicity, promotion and training. FEATURES Our efforts will be to provide the highest standards of service to all citizens. Our performance may be measured in the respective area against timely service on various activities being undertaken by the corporation. Global scenario Kerala to emerge as the Global Wellness Hub is its authenticity and rich Ayurvedic heritage with multifaceted attractions. Marketing Kerala as a safe quality wellness destination depends on effective distribution channels, hospital-defined market niche strategies, as well as data collection on the sources of information used to select Kerala as the preferred medical destination. The action steps outlined shall generate critical information to further refine the message, selected medium, and information on the impact of selected marketing techniques to brand Kerala as the Wellness Hub of the World. Tourism 2020 Vision of World Tourism Organization gave forecasts till 2020, with 1995 as the base year. WTO sees no significant change in the trends of forecast. The experience and studies in the past shows short term, periods of faster growth (1995, 1996, 2000) alternate with periods of slow growth (2001 to 2003). The pace of growth till 2000 actually exceeded the Tourism 2020 Vision forecast and is expected to grow in the future. Tourism worldwide will grow faster, at 5.4 per cent per year over the period 1995-2020 and intraregional travel, at 3.8 per cent. Consequently the ratio between intraregional and long-haul travel will shift from around 82:18 in 1995 to close to 76:24 in 2020. The growth of international tourism arrivals results in growth of economic output as measured in Gross

Domestic Product (GDP). When world economic growth exceeds 4 per cent, the growth of tourism volume tends to be higher. When GDP growth falls below 2 per cent, tourism growth tends to be even lower. Tourism grew on average 1.3 times faster than GDP. Travel & Tourism industry is expected to grow at a level of 4.0 % per year over the next ten years, creating an opportunity for every country in the world to be part of this process and to share the benefits. Rapid market growth and competition are the buzz words in the context of global tourism. The Mdevelopment of E commerce has led to many changes in the tourism industry. It threw open a new set of challenges and opportunities to marketing of destinations around the globe. Products and services are offered directly on line to customers which help the customers reduce service costs and attract customers. Building a website to market destinations which once was an option has become a necessity now in the tourism industry. According to the World Tourism Organization the key to internet success lies in the swift identification of customer needs and the establishment of direct contact with consumers, offering them comprehensive, personalized and up-to-date information. The rapid development of internet provides unprecedented and affordable opportunities for global representation and marketing of tourism said Buhalis in 1998. Tourism has a significant responsibility and role to play, not only in global scenario, but also in the Indian scenario. Indian Scenario India is a country with rich culture and heritage and a large visitor attractions to boast of. India's cultural heritage and eco-tourism potential are the major consumer preferences of the tourists, visiting India. Its diversity attracts tourists both foreigners as well as its own citizens , to explore scenic beauty that it has to offer the world. There is no other country in the world which offers such wide choice of destinations like India. These include history tourism, adventure tourism, medical tourism (Ayurveda and other forms of Indian medications), spiritual tourism, beach tourism (India has the longest coastline in the East).According to a research, conducted by Europe's leading travel magazine " Conde Nast Traveller" the top three tourist destinations of the world are Italy, Australia and France. India has been ranked ninth by this study report. Tourism is the third largest net earner of foreign exchange for the country and one of the sectors which employs the largest number of manpower . It is estimated that tourism in India will contribute to 8.5 crore to GDP by 2020. The overall fund allotment for the Tourism Industry in the 10th Five year plan was Rs.2900 crores as against Rs.750.00 crores in the 9th Five year plan

period. The Government of India is heavily promoting tourism, focusing primarily on its resources and strengths and innovative plans and strategies. With these boom in economies and thrust on tourism it has become a priority sector in the IIMK Part VIII Tourism and Technology IIML Conference on Tourism in India Challenges Ahead, 15-17 May 2008, IIMK 315 states especially the southern part of India which is globally known for exotic places which is reflected in higher budget allocations and vibrant and vigorous promotion efforts.

Policy: supporting a transparent and inclusive policy process, promoting fair and open competition, strengthening institutional capacity to implement and enforce policies, drawing international support to augment expertise Product Development: leveraging core strengths, creating new products, building USP, focusing on sustainable development to offer products of international quality, creating enabling investment environment, stimulating demand, promoting partnerships to ensure the flow of funds into the tourism sector Marketing: building a brand, emphasizing quality assurances, providing demand-driven information, competing at a global level, collaborating on international and regional platforms to create a highly visible platform for the state. Infrastructure: focusing on the core and linkage infrastructure and investing in strategically focused capacity to support development priorities . Tourism Services: building a critical mass of tourism workers, increasing technical skills, strengthening community entrepreneurial skills, augmenting managerial capacity to build a service sector sensitive to tourists and tourism While gains may be achieved through interventions in any one of the areas, the real benefits to the state have stemmed from a holistic approach, thus offering a strategic framework that may be used as a tool by any state to prioritise tourism development initiatives and maximize their long-term impact. Where strategic interventions covering these areas are properly conceived and implemented, they have the potential, through their interaction, to create a virtuous development circle, a development dynamic SECTORS Joint Venture Companies o TRKL has been able to enter joint venture agreements with industry majors like Taj & Oberoi, Hotels of India. The Joint Venture Company with Indian Hotel Company Ltd. of Taj group under

the name Taj Kerala Hotels and Resorts Ltd (TKHRL) is currently operating hotels at Varkala, Kumarakom & Ernakulam. PPP Model Projects o The consistent growth of tourism sector in Kerala and consequent growth in inflow of tourists in the state creates an infrastructure gap and hence need for developing new viable projects in the sector. By utilizing unutilized land under the Government and combining the strengths of the Government and Private sector, large scale tourism projects on Public-Private Partnership (PPP) mode are being planned by TRKL. As part of this, activities for setting up of large scale tourism projects on PPP mode are being taken up now at Veli and Varkala in Thiruvanathapuram. More projects on this at other places are also on the anvil. Government Owned Projects o Tourism Based Public Infrastructure Projects: TRKL is engaged in developing tourism based public spaces at various places in Kerala. The projects implemented by TRKL under this category are, Saraovaram Bio Park, Kozhikode Overburys Folly, Thalassery Sea View Park, Thalassery Centenary Park, Thalassery On commissioning, the projects were handed over to Destination Management Councils (DMC)/DTPC for day to day maintenance and management. The works of conservation of Thali Temple premises at Kozhikode is in the final stage. SAPARYA (Synergizing Actions through Participatory Approach) Tourism Project SAPARYA is a pioneering effort of Kerala Tourism for mapping and developing the tourism resources of a destination, for comprehensive development, through participatory approach. The project put forwards a bottom up approach in participatory planning and development involving inclusive community sensitization and consultation at the LSGI level and also with NGOs, Institutions, Travel Trade & Hospitality Industries, Experts, Local People etc. This unique approach will help in creating and developing new tourism projects and untapped destinations within Kerala thereby opening new revenue and growth opportunities for the state. The unique proposition of overall development of the destination through tourism by integrating

other sectors like Agriculture, Fisheries, Traditional industries etc. by linking them to tourism through products like village life experiences etc. and optimum utilization of Government Resources through integrated development planning can bring in huge rewards to the state. The pilot phase is being implemented in selected regions in Pathanamthitta, Kottayam, Kannur and Kasaragod districts. Ente Naadu Resident Entrepreneur Non Resident Keralite(RE-NRK) Partnership Projects o Ente Nadu Pravasi Koottayma was organized and conducted at the International Convention Centre, Hotel Le Meridian, Kochi on 23rd December 2008 to provide a conducive platform for NRKs and resident entrepreneurs to meet and start new business ventures. TRKL was designated as the nodal agency for conducting the meet. The meet acted as an initial stepping stone for this. Subsequently, a web based platform was developed and hosted to provide, a permanent platform for investment facilitation that provides opportunity to, i. Submit projects for facilitation ii. View projects in the Project Bank iii. Schedule meetings among Entrepreneur/ Investor/TRKL iv. Understand about tourism infrastructure opportunities and access tourism related information PRODUCT PROFILE Kerala is far ahead of many other states in India in terms of planning & project implementation in tourism. The State is also a veritable treasure trove of tourism assets of diverse nature. There are at least 175 distinct tourist/pilgrim centres of varying degrees of importance and development potential across the State. Even to carry out selective improvements to these places on various fronts and to augment facilities and services would take well beyond the time horizon envisaged for the Perspective Plan. Also, given the innumerable project possibilities, specific projects would get identified and implemented from time to time in the private, public or joint sectors based on emergent factors. It would therefore not be quite meaningful in the present context to categorically recommend individual projects and their phasing beyond a five-year time frame. This Plan Document therefore focuses on providing broad directions for long term development across the principal tourism product categories.

Though project types & variants, ideas & concepts, and possible project locations that emerged during the study are indicated for consideration, these are by no means exclusive or exhaustive, nor can they be claimed to be the most optimal. Heritage & cultural tourism Heritage & cultural tourism constitutes a dominant component among both domestic and foreign tourists visiting the State. Among the available assets, it is imperative to identify and focus upon those that are outstanding enough to attract and satisfy varied interests. Apart from developing Kochi as a heritage destination, there is perhaps scope for promoting a heritage circuit covering Kochi, Thrippunithura, Kodungalloor and Chennamangalam. Important museums may be developed to international standards with up-to-date interpretation systems and interactive audio visual facilities. Museum retailing is also a component that needs upgradation. Possible models for tourism development that would draw strength from the local culture, arts and lifestyle of Kerala include rural tourism, development of a heritage village, and business tourism packages incorporating cultural performances, local cuisine, etc. Suitable elements of these models could be incorporated into various projects, or separate projects along these lines could also be considered at appropriate locations in the State. KERALA TOURISM Executive summary E - 8Tata Economic Consultancy Services Bangalore Kerala has stricter entry regulations and dress codes for Hindu temples compared to other states in India. An issue that merits consideration of temple authorities is to relax the restrictions, at least selectively. Specified areas of important temples with exquisite sculpture, wood work, murals, temple museums, etc., can be considered to be thrown open to lay tourists during certain hours, with relaxed dress code, that does not compromise on basic decorum. Both Christianity and Islam came to Kerala long before they were introduced in other parts of India. Some of the churches associated with St. Thomas and others that are in close proximity to each other and also heritage mosques could form part of travel circuits appealing to tourists with special interests.

The eco-tourism concept Awareness and interest in the concept of eco-tourism in Kerala is quite encouraging. Some vibrant initiatives such as the Thenmala Eco-Tourism Project are already in place. Given Keralas diverse natural resources, the concept can be developed further to encompass a wide gamut of eco-tourism activities. Due consideration may also be given to development of eco-tourism at various places already identified for this purpose. The real test would be to see eco-tourism practiced in letter and spirit on a larger canvas right across the entire State. Hill station tourism Keralas best known hill station, Munnar, has faced considerable deterioration over the years, though it is quite serene and idyllic compared to many other much trodden hill stations in India. Tourism development is also having a negative impact on the local plantation based economy. One suggestion that emerges is that to the extent possible, tourism development may be encouraged in places where the plantation or other form of local economy is on the downslide due to extraneous reasons. The focus of attention now is on the proposed large-scale hill station development at Wagamon in Idukki district, for which private participation is being scouted. Many other hilly areas in the State offer scope for various forms of tourism activities such as picnicking, trekking, rock climbing, etc., which need to be evaluated. Places like Ranipuram, Nelliampathy and Pythalmala could merit attention. With some developments already in place in parts of Wayanad district, it would be appropriate to explore the possibility of attracting further investments to this region to achieve economies of clustering and integration of tourism activities, so that they can benefit from common access roads, transportation and other facilities. Forest & wildlife tourism Development of tourism in forest areas has often been a subject of considerable debate. Quite clearly, all new tourist facilities should be created outside the protected area boundaries. This would eliminate the prime cause for conflict. Also, operators of tourist facilities should be active participants in conservation

and improvement activities, as they have a long term stake in the same. KERALA TOURISM Executive summary E - 9Tata Economic Consultancy Services Bangalore The Tiger Trail (guided trekking programme for tourists) in the Periyar Tiger Reserve is projected as a model success story in eco-tourism in forest areas. Here, local people organize trekking along designated forest routes. It is said that poaching and other illegal activities have reduced in the area due to the presence of trekkers. Further encouragement of appropriate forms of forest & wildlife based tourism could be considered in/adjoining Thattekkad Bird Sanctuary and the Parambikulam, Wayanad (Muthanga) and Aralam Wildlife Sanctuaries in particular, after due evaluation. Nonetheless, tourism in forest areas is prone to be ecologically sensitive, and one has to tread with caution, with continuous monitoring of the costs and benefits. Further, forest and wildlife based tourism would have to be encouraged on a conservative level, and therefore cannot be expected to generate large scale employment and income generation. Backwater tourism While other forms of tourist attractions are found aplenty in different parts of India, the extensive backwaters are a distinct feature of Kerala, providing a unique opportunity for positioning as an exotic tourism product. The geographical expanse of the backwaters also makes it convenient and conducive to spread tourism activity across the State, thus dispersing accompanying economic benefits and mitigating the negative impacts. At present, most backwater resorts and houseboats are at the high end of the price spectrum and consequently out of reach of the average tourist, both domestic and foreign. Just as hotel accommodation and other facilities are available at various price points, the same should eventually happen with backwater tourism facilities as well. But the numbers and quality of facilities would have to be regulated, keeping in view the local carrying capacity in different places of tourist concentration. (This issue is applicable to almost all

forms of tourism and practically to the whole of India. A densely populated third world country presenting numerous problems and squalid environs to the tourist cannot expect to attract high-spending foreign tourists in bountiful numbers. Offerings at various price segments are necessary in each category to attract a viable number of tourists, without compromising on basic standards.) One of the components of backwater tourism is the development of suitable islands in the backwaters to provide resort accommodation, recreation and other facilities. While progress has been made on developing Gundu and Pathiramanal islands, there are reportedly about 30 comparable islands in different parts of Kerala, some of them under private ownership. The development potential of some of these islands could be suitably capitalized upon in due course. A part of the West Coast Canal has been declared as National Waterway No.3. Priorities for development, rehabilitation or deepening/widening of this waterway and other canals would have to be decided by evaluating the combined benefits through use for tourism, inland water transport and irrigation. KERALA TOURISM Executive summary E - 10Tata Economic Consultancy Services Bangalore The Kerala Government has a proposal for comprehensive and integrated development of the backwaters across the entire state, which is likely to cost around Rs.3000 crores, and may need to be implemented with funding from international agencies. The backwaters have reportedly shrunk to about one-third their original extent over the last century, due to various developmental activities. The backwater areas are also subject to CRZ regulations. A systematic development plan as proposed is therefore quite in order, so as to ensure sustainable and eco-friendly development and utilisation of the backwaters. Many of the principal tourist attractions in Kerala are close to the coast. Therefore, feasibility of organising coastal cruise ship tours can also be explored in due course, depending on suitability of port facilities and market potential. This project would have to be implemented with private sector/foreign investment. Beach tourism Beach destinations are commonly sold through charters. When the proposed

resort at Bekal (referred to earlier above) is ultimately in place, charter flights (possibly through Kozhikode or Mangalore airports) may perhaps have to be the route to take to attract occupancy at least during the initial period. Beaches and associated marine areas could offer a variety of options, as may be feasible, such as swimming, boating, wind & board surfing, water skiing, para sailing, snorkeling & scuba diving and sport fishing. A comparative graded evaluation of the potential beach areas in Kerala could be carried out and efforts could be focused on those that are appropriate for development. Many of the beaches in Kerala are small and scope for development is limited. Nonetheless, one of the beaches that perhaps merits serious evaluation is the Muzhappilangad beach in Kannur district, which stretches over a long length along the coast. Ayurvedic tourism With ayurvedic rejuvenation treatments becoming available widely in different parts of India and abroad, Kerala would have to strengthen its positioning as the real destination for ayurveda, and clearly distinguish its product vis--vis those available at other places. The other possible threat is that a semi-medical product is offered as a product of relaxation, often ignoring necessary conditions and precautions. Should there be a medical mishap, it could generate considerable negative publicity and create a set back. Medical check-ups to the requisite degree of detail may be specified clearly for each form of treatment. These should be insisted upon before providing treatment in the certified ayurvedic centers. The experts may also evaluate and consider the need for liability insurance and/or any other precautionary measures. Distortion of traditional ayurveda and its commercialization is another issue of concern. One view is that once the novelty and uniqueness wears off, ayurvedic tourism in its present form may lose its prime position and may end up having to be offered as a mass product at reduced rates. The product can sustain itself in the long run against competition, provided it can attract repeat business and also