The Hindu Business Line : Boom time for Kerala tourism

It has been a Happy New Year for Kerala's tourism industry. As cash registers at luxury hotels continue to ring to the US dollar, pound sterling and the euro, the celebrations are set to continue into the months to come. And they have reasons to celebrate.

Veterans of international show biz such as Brad Pitt, Paul McCartney and Kate Moss are among those who savoured the salubrious ambience of the State recently.

Heads of State, Prime Ministers and Vice-Presidents from Singapore, Mauritius, Afghanistan etc, have taken time off to soak in its rich tapestry. Royal scions from Qatar, Kuwait and Oman have treated themselves to the traditional, non-invasive and curative healthcare of ayurveda.

WAY TO GO

But Kerala is still a far cry from the South Eastern Mediterranean resort of Cote d'Azur or the French Riviera, both in terms of international glitterati that it attracts and the luxuries on offer.

"We do not have a single suite that can boast a tariff of $2,000 -3,000. That seems to be holding back the truly rich and famous. But we are definitely getting there," sources in the hospitality industry said.

While the lack of `high price syndrome' has not deterred Brad Pitt and Kate Moss, the moderate pricing seems to be attracting internationally recognised philosophers, academicians and management gurus to soak in the State's rich culture and history.

Economist Prof Amartya Sen and management guru Prof C.K. Prahlad are currently taking a break in the State. Celebrated thinker and author Prof Noam Chomsky took time off to enjoy the backwaters of Kumarakom.

MELTING POT

God's own Country is truly becoming a melting pot of international celebrities, philosophers, business tycoons and royalty. With this unending rush, rooms are becoming premium and bookings and down payment are now made couple of years ahead for the peak-time accommodation during Christmas and New Year.

"There has been a marked change towards the upper crust in the tourist arrivals to the State. But that does not mean that the traditional visitors, who had been flocking to the State for years are holding themselves back. We need to do substantially more as far as infrastructure is concerned," Mr T. Damu, Vice-President of Taj Hotels, said.

"It has been a great season and there has been virtually a fight for rooms during the December-January months and how we wished we had more rooms to offer. We were packed all through December and are full-up until March-end," Mr Sanjay Sharma, General Manager of Le Meridien, Kochi, said.

"The good thing about Kerala tourism is that most visitors come down with the express intent of vacations. A few might have come to mix business with pleasure. But for the overwhelming majority, it was unadulterated pleasure and enjoyment that they seek from the State. It is time we brought in more luxury to lure the truly rich and famous," Mr Shailendran, General Manager of CGH Earth Hotels, said.