This presentation will give you information about the tourism policy of kerala, India. Their Objectives, Missions, Visions etc.

1. Tourism Policy Of Kerala
Presented by : Divya
Megha
Ruchi

2. Contents
1. Preamble
2. Vision
3. Mission
4. Objectives
5. Quality visitor experience
6. Community and tourism
7. Investment
8. Marketing
9. HR development
10.State Tourism Advisory Committee

3. Preamble
Kerala, “God’s own Country”, has emerged as the most
acclaimed tourist destination in the country. Beaches,
warm weather, backwaters, hill stations, waterfalls,
wild life, Ayurveda, year round festivals and the
diverse flora and fauna make Kerala a unique
destination for tourists. During the last few years, the
State Government has been giving very high priority to
this sector.
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

4. Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf
Kerala Tourist Statistics - 2010
Foreign
No. of Foreign Tourists in 2010 6,59,265
No. of Foreign Tourists in 2009 5,57,258
% Variation over Previous year 18.31 %
Per Day Expenditure 2010 Rs. 3600/-
Per Day Expenditure 2009 Rs.3200/-
% Variation over Previous year 12.5%
Average duration of Stay 2010 16 days
Average duration of Stay 2009 16 days
% Variation over Previous year Nil
Foreign Exchange Earnings 2010 Rs. 3797.37crores
Foreign Exchange Earnings 2009 Rs. 2853.16 crores
% Variation over Previous year 33.09 %

5. Domestic
No. of Domestic Tourists in 2010 8595075
No. of Domestic Tourists in 2009 7913537
% Variation over Previous year 8.61 %
Per Day Expenditure 2010 Rs.1800/-
Per Day Expenditure 2009 Rs.1500/-
% Variation over Previous year 20%
Average duration of Stay 2010 6 days
Average duration of Stay 2009 6 days
% Variation over Previous year Nil
Earnings from Domestic tourists 2010 Rs.9282.68 crores
Earnings from Domestic tourists 2009 Rs. 7122.18 crores
% Variation over Previous year 30.33%
Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

6. Total
Total Earnings (Direct) 2010 Rs. 13080.05 crores
Total Earnings (Direct) 2009 Rs. 9975.34 crores
% Variation over Previous year 31.12%
Total revenue generated 2010 (direct and indirect) Rs.17348 Crores
Total revenue generated 2009 (direct and indirect) Rs. 13231 Crores
% Variation over Previous year 31.12%
Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

7. TRENDS IN DOMESTIC & FOREIGN TOURIST
ARRIVALS INTO KERALA (2002 TO 2010)
Year Domestic Tourists % VAR. Foreign Tourists % VAR.
2002 55,68,256 6.3 2,32,564 11.3
2003 58,71,228 5.4 2,94,621 26.7
2004 59,72,182 1.7 3,45,546 17.3
2005 59,46,423 -4.3 3,46,499 0.27
2006 62,71,724 5.47 4,28,534 23.7
2007 66,42,941 5.92 5,15,808 20.37
2008 75,91,250 14.28 5,98,929 16.11
2009 79,13,537 4.25 5,57,258 -6.96
2010 85,95,075 8.61 6,59,265 18.31
Source- http://keralatourism.org/tourismstatistics/Kerala_Tourism_Statistics_2010_Report.pdf

8. Indicators on economic impact of
tourism
Foreign Exchange Earning during the year 2010 is Rs. 3797.37 crores
Total Revenue generated from tourism in 2010 comes to Rs. 17348 crores
Tourism’s contribution to State’s GDP is around 9 % (approximately)
The average per day expenditure of a foreign tourist is Rs.3600/-
The average per day expenditure of a domestic tourist is Rs.1800/-
The average length of stay of a foreign tourist is 16 days
The average length of stay of a domestic tourist is 6 days

9. In tourism ventures, small and medium enterprises
dominate today. The importance of tourism from a
development perspective is realized by local self
government and local communities also.
A perfect synergy between public and private sector is
created in tourism and the need of the hour is to
promote quality on all fronts to provide world-class
experiences to tourist without deteriorating society,
environment while strengthening the economy.

10. Vision
Tourism becomes a vibrant and significant
contributor to the sustainable development of
the state of Kerala

11. Mission
 The state delivers a world-class, yet local visitor
experience.
 Tourism sector attracts investment, which will be
sensitive to the natural environment
 Communities benefit from tourism and value its
contribution
 Kerala is positioned as a visible global brand in
tourism
 Our market share is enhanced, within and outside
India
 Kerala becomes a quality human resource provider
in tourism for the state and the country

12. Objectives
• To ensure quality visitor experience
• To focus on benefits for the community from
tourism
• To create enabling environment for
investment
• To market Kerala as a visible global brand in
domestic and international markets
• To develop quality human resources in
tourism and hospitality

13. Quality Visitor Experience
• Basic infrastructure at destinations
Cabinet Committee on Tourism
Task force on Infrastructure Development
‘Kerala Waste Free Destination (KWFD)’
• Managing Tourism Resources
• Development of local leisure destinations and
enhancing local level experiences.
• Assessing the quality of Destinations.
• Wayside facilities at the destinations and en-
route
• Environment friendly practices promoted

14. Quality Visitor Experience
• Promotion of local souvenirs
• Promotion of local cuisine
• Promotion of adventure tourism
• Tourist information centres at all major
tourism destinations.
• Signage at destinations and en-route.
• Grading of wayside establishments
• Hop-on Hop-off services

15. Community and Tourism
• Community and economic benefits
• Community and Socio-cultural aspects.
• To strengthen and promote Responsible
Tourism
• Active involvement of Local Self Governments

16. To create enabling environment
for INVESTMENT
• Fast track clearance to tourism projects with
investment above Rs. 10 crores
• New subsidy system to promote Responsible
Tourism practices
• Marketing assistance for Service Providers
• Residential tariff for homestays

17. Marketing
• To market Kerala as a visible global brand
with equal focus on domestic and
international markets
• Strengthening the existing International
markets
• To tap the new and emerging International
markets
• To tap the existing domestic markets

18. Marketing
• Strengthen Market Research
• Strengthen Internet enabled marketing
strategies
• Increasing average length of stay
• To develop Kerala as an all season destination
• New Destination Promotion campaign
• Task Force on Tourism Marketing

19. Human Resource
Observations :
• Creating awareness among the people
regarding the employment prospects in travel,
tourism and hospitality sector.
• Need for common standards, uniformity and
harmony in curriculum, faculty qualification
and education delivery.
• Tourism sector is considered as unpopular
career option because of unattractive wages
and the demanding working conditions

20. Human Resource
• Develop KITTS as an apex institute in HR
development
• Integration of tourism educational activities of
technical institutes

21. State Tourism Advisory
Committee (STAC)
Department will form State Tourism Advisory
Committee (STAC) to advise Department
on destination development, tourism product
development, tourism marketing strategies,
HR and tourism research to promote and
enhance the state’s reputation as a premier
tourism destination. The Committee will have
nominated members from the tourism
industry stakeholders and members of various
Task Forces in tourism.

22. Thank You