The Hindu Business Line : Kerala to focus on `responsible tourism'

THE TOURISM MINISTER, Mr Kodiyeri Balakrishnan, addressing the media in Thiruvananthapuram on Tuesday. He is flanked by Mr Bharat Bhooshan (left), Secretary (Tourism) and Mr B. Suman, Tourism Director. - S. Mahinsha

Thiruvananthapuram , July 25

Responsible tourism will be the linchpin of Kerala Tourism's new strategy, said Mr Kodiyeri Balakrishnan, Minister for Tourism and Home Affairs, Government of Kerala.

This is in line with the State Government's belief that tourism should be an instrument of socio-economic growth, he explained at a press conference here on Tuesday. Kerala Tourism is committed to ensuring that a major portion of the revenue generated by tourism reaches key stakeholders such as local communities, he added.

Over the next year, Kerala Tourism hopes to attract Rs 1,000 crore investment. In order to facilitate this, Kerala Tourism will set up a `tourism investment promotion cell', the Minister said. To make it easier for people to invest in the tourism industry, a State-level committee will be formed to enable single window clearance for projects worth over Rs 5 crore, he added.

Kerala Tourism will develop responsible tourism codes for the sector. Approval and incentive schemes will be based on the principles of responsible tourism, Mr Balakrishnan added.

Kerala Tourism plans a venture to create souvenirs that capture the State's ethos and represent its traditional crafts, he said. Around 110 souvenir designs have been developed and many of these will soon be launched in the market, he pointed out. It will also promote these souvenirs in the international market, he added.

Development of health tourism is another thrust area, the Minister said. In five years, the Government hopes to turn Kerala into one of the top five medical tourism destinations in India. Kerala Tourism's goal is to ensure that in 10 years, the State accounts for 20 per cent of the country's revenues from medical tourism, he declared. Measures to provide accreditation to medical institutions that meet international standards have been initiated in the State, he added.

The Government-owned Kerala Tourism Development Corporation (KTDC), which runs a chain of hotels in the State, will be strengthened, Mr Balakrishnan said. KTDC will soon start a venture on land owned by the Kerala Government in Chennai.

Home-stays

Also on the cards is an adventure tourism policy for the State, Mr Balakrishnan said. Similarly, Kerala Tourism plans to expand the `home-stay' concept and is developing a set of revised guidelines for `home-stays'.

Ecotourism will continue to be an important focus area and several new initiatives will be implemented. New tourism circuits, especially in the northern districts, are also being developed, he added.