Beruflich Dokumente
Kultur Dokumente
KERLA TOURISM
SUBMITTED TO:
NADIRA CHATURVEDI
MADE BY:
PUJIL KHANNA
EXECUTIVE SUMMARY
The new millennium and the coming decades are a crucial time for the relationship between
travel and tourism and sustainable development. The need to preserve the world’s inherent assets
for future generations is becoming an imperative goal not only for travel and tourism, but also
for all other industries that use the earth’s natural resources. The scale of travel and tourism’s
contribution to the global economy and its potential for enabling sustainable development
Are becoming more evident for governments, non-governmental organizations (NGOs) and
Industry alike.
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. It
will not be right to adopt a complacent attitude that the State has ‘arrived’ as a tourist attraction.
Constant attention to improvement of infrastructure and environment (physical, ecological,
Cultural and social) are essential as also the continuance of promotional activities. Facts about
brand equity of Kerala
After the September 11, 2001 incidents at the World Trade Centre, New York and subsequent
developments leading to Afghan War, Indo –Pak Boarder tension and terrorist attacks in some places of
India, foreign tourist arrivals in India suffered a setback in the sense that there was consistently negative
growth rate from September 2001 to September 2002. However a revival was observed from October
2002 onwards. While the international tourist inflow to India in the year 2002 recorded a decline to 6.92
percent, Kerala witnessed a considerable growth of 11.37 percent, including a 6.27 percent increase in
domestic arrivals. In 2003 there has been a further spurt. According to reports, the increase in tourist
inflow this year is expected to be nearly 30 per cent. While domestic arrivals were earlier largely
pilgrims, nowadays 30 per cent of domestic arrivals are also tourists. There is in particular a boom in
“quality tourism” with Kochi centered resorts as the most popular.
OBJECTIVES
As there is the decline in the manufacturing and agricultural industries in the state (due to large
number of people going in for expatriate employment in the gulf countries) the Kerala
government realized the potential of tourism as major revenue source.
• The KTDC looks the positive strengths of the Kerala state from the towns, cities,
beaches, backwater, cultural heights, food, wildlife and even the century’s old tradition of
healthcare through (Ayurveda).
• These aspects of Kerala which were the identified as the state unique selling propositions,
were packaged in a professional way by KTDC
• KTDC it had had hit upon a gold mine. Over the next year the organization efforts to
“sell” Kerala to Indians as well as foreigners began paying off.
• KTDC made out the core destination places of the KERALA and made known to the
public.
• KTDC also came with an agreement with various INDIAN hotels to start a promotional
campaign for the Kerala. Like Taj group
• KTDC also promote tourism in KERAL by attracting many famous personalities to come
and have a stay in their famous resorts.
• KTDC also came up with an innovative and comprehensive insurance package for tourist.
• KTDC has started holding many events like for example:
Tourism development efforts of Kerala are recognized at National and International level.
INCOME GENERATION
Earnings from Tourism in Kerala
Employment Generation
Being a service industry, Tourism creates employment opportunities for local population direct
Jobs in establishments like hotels, restaurants, tourist shops and travel agencies and also in the
transport handloom and handicraft industries. Direct employment is also generated for certain
category of workers like interpreters, guides, tour operator’s etc. Tourism creates
Because of the Kerala successful model implementation the other states also realizes the
potential of the tourism sector and has started giving stress on it as a source of revenue by
serving the tourist with quality. The success of Kerala depends on the following points
GOA TOURISM
(NATURE)
Most of the tourism in Goa is concentrated in the coastal stretches of Bardez, Salcete,
Tiswadi and Marmagao. Over 90 percent of domestic tourists and over 99 percent of the
International tourists frequent these areas. Consequently, beach tourism is the only type that is
Avidly encouraged by policymakers and other concerned parties alike. Goa is visited by two
types of tourists with distinct needs which this state satisfies. The first is the domestic tourists,
who comprise 80 percent of all tourists. These people come in search of the culture that is
different from the rest of India, as the Goan image holds a degree of mysticism, a sense of
freedom and unconventional dress style. The second is the international tourists who visit Goa
purely for the natural environment sun and beaches. Within the category of international tourists
are there are two sub-categories: backpackers and charter tourists. Although both visit Goa for
the beaches, they stay away from each other. The backpackers are not found in areas of charter
tourists; they prefer to mingle and live with the local communities. Whereas, the charter tourists
tend to stay in the luxury starred hotels. Domestic and international tourists also differ in terms
of the areas they frequent. For the domestic tourist, the beaches hold limited appeal, so domestic
tourists remain away from the places frequented by the international tourists.
MAHARASHTRA:
(MAHARASHTRA TOURISM DEVELOPMENT CORPORATION)
Maharashtra focused its planning through MTDC, projects and enhances its historical, physical
and cultural heritage. It also organizes festivals at the heritage sites and places of historical and
tourist attractions in the state, such as Banganga, Kala Ghoda, Pune etc. It gets the support from
Corporate and other sponsors for such initiatives. The planned campaign was started to highlight
the unique features of the states like
The year 2006 has been a highly successful year for India. For the fourth successive year,
India witnessed a positive growth in foreign tourist arrivals, reaching a level of 4.43 million
Against 2.38 million during 2002. The growth rate of 13.04 % during 2006 was achieved over
2005 and the share of India in world tourism is expected to be around 0.52%. Foreign exchange
Earnings has reached US$ 6569.34 in 2006 and marked an increase of 14.63 % over 2005 (US $
5730.86).in absolute rupee terms, the increase in foreign exchange earnings during the year 2006
is Rs 4431.31 crores over 2005. Tourism is the third largest net earner of foreign exchange next
to garments, gem and jewellery industry, recording earnings of US $6569.34million in 2006
(Rs29603.56crores). India’s share in the total global tourist arrivals and earnings remained quite
Insignificant at 0.52 % of the world arrivals and the percentage of share of tourism receipts for
2006 was 0.90 %.
FOREGIN TOURIST
Arrival in millions
YEAR ARRIVAL % Change
2002 2.38 (-) 6
2003 2.73 (+) 14.3
2004 3.46 (+) 26.8
2005 3.92 (+) 13.2
2006 4.43 (+) 13.0
Growth in 5 years i.e., 2006
over 2001: 86%
The Tourism Satellite Account for India has brought out that Tourism’s contribution to
GDP of the country has been 5.9% in 2003-04, while employment in tourism sector both direct
And indirect, has been 41.8 million in the same year, which accounts for 8.78% of total
Employment in the country. Though the growth in tourism in India has been impressive, India’s
Share in global tourist arrivals is quite insignificant. However, earning per tourist is highest for
India compared to neighboring countries. It is universally acknowledged that the tourism
Resources of India have the potential to generate significantly higher levels of demand from the
Domestic and international markets, and, if exploited intelligently in a sustainable manner, can
Prove to be the engine of growth for the economy.
n!!
RECCOMENDATIONS
• Integrate travel and tourism policy, especially the environment, into broader
government policies.
• Set up realistic capacities within sustainability frameworks, which have been
Set in consultation with industry and other stakeholders.
• Create incentives for the travel and tourism industry backed up where necessary by
Effective regulation;
• Be committed to the controlled expansion, where appropriate, of infrastructure;
• Apply environmental taxes fairly and nondiscriminatorily, where needed. They should
Be carefully thought out to minimize their Impact on economic development, and
revenues should be allocated to travel
• Design policies creating incentives for corporate social responsibility in tourism, favoring
a sensitive and engaging approach towards
.
Public-private partnerships need to be stressed?
“PPPs enable the public sector to benefit from commercial dynamism, the ability to raise
finances in an environment of budgetary restrictions, innovation and efficiencies, harnessed
through the introduction of private sector investors who contribute their own capital, skills and
experience”
• Fund and develop contemporary research into sustainable tourism. Issues requiring
Attention include design, carrying capacity, tour operator activities, environmental
Reporting, and auditing and environmental impact assessments, socio-economic
Sustainability of the tourism businesses
CONCLUSION
To achieve the goals and challenges set for the travel and tourism industry as it continues to
grow throughout the coming decades, will require a strong and co-operative partnership between
government departments, national tourism authorities, international and national trade
associations, trade unions and the travel and tourism private sector. All stakeholders now need to
share the responsibility for travel and tourism’s future and need to deliver the following to ensure
its sustainability