Destination Kerala will be marketed as a global tourism brand with focus on domestic and international markets, says the state's tourism policy.
The Chief Minister Mr Oommen Chandy unveiled the policy document before newspersons here late last evening.
The State will be developed as an all-season destination. Various measures have been proposed to encourage private investment in the sector.
But these investments will be allowed only after evaluating and ensuring adherence to principles and practices of sustainability. Projects proposing an outlay of Rs 10 crore and above would be fast-tracked for clearances.
The policy seeks to generate volumes of 30 lakh foreign and 1.8 crore domestic tourist arrivals by year 2021.Responsible tourism (RT) initiative will be broad-based to extend to all parts of the State.
RESPONSIBLE TOURISM
Experiences from intra-state destinations such as Kovalam, Kumarakom, Thekkady and Wayanad are sought to be replicated elsewhere.
A Kerala responsible tourism task force will be set up. Fifteen per cent of investments, subject to a maximum of Rs 20 lakh, will be provided to investors here. A cabinet committee on tourism will oversee the implementation of infrastructure plans which are of vital significance to the tourism sector.
A task force against child trafficking and substance abuse has been proposed. The policy also declares zero tolerance on these issues.
Another task force has been proposed on infrastructure development. The minister for tourism will be the chairman, with representatives from the trade and government being members.
CONVENTION PROMOTION
A Kerala convention promotion bureau will be set up to market the state in the MICE (meetings incentives conferences and exhibitions) segment.
Private-public partnerships would be promoted on the marketing front. A task force will take care of promoting new-found sites of Bekal and Wayanad in north Kerala.
Hop-on, hop-off services will be provided in Thiruvananthapuram, Alappuzha, Fort Kochi, Kochi backwaters and the hilly destination of Munnar.
The chief minister handed over a copy of the new policy document to the tourism minister, Mr A. P. Anilkumar.