Rani George, Director, Kerala Tourism, revealed that until recently, Kerala has not focussed much on developing the Malabar region as a tourist destination. “However, from this year onwards, we want to promote and develop northern circuits with the support of the Government of India. Currently, Bekal is coming up as an emerging destination in this region, and we will have a separate marketing campaign for it in our upcoming roadshows.”
To develop the Malabar region, Kerala Tourism is currently formulating an infrastructure plan for the northern circuit. “Firstly, we will identify the requirements of the Malabar region and prepare a project report, followed by different projects for various parts of Kerala. By December 2012, we will also prepare project reports for Wayanad and Bekal on a priority basis. For other sites of Kerala, we will do the same next year. We have already been executing infrastructure projects for other parts of the state,” George informed.
She further divulged that there is an ongoing feasibility study for launching sea plane services in Kerala. “We have identified the locations and conducted meetings for the same during the ‘Emerging Kerala Meet’. Several investors, who are willing to invest in sea plane services, have come forward. It will be an open sky policy. The Government will be facilitating us by supporting us and providing us our infrastructure requirement. People who are willing to invest are welcome,” she said.
The Kerala Government has received Expressions of Interest from 58 operators during the Emerging Kerala Meet. There will be aircraft capable of ground and water landings, as well as take offs and landings on water bodies with a minimum length of 2,500 feet, width of 200 feet and depth of six feet. The state has 44 rivers flowing through it and 1,895 km of inland waterways. “Initially, the services will be available from all three airports to Kumarakam, Alappuzha, Munnar and Bekal, adding another layer of connectivity. It offers seamless travel for international tourists to their destinations,” she added. The sea plane service is slated to start by February 2013.
Apart from developing infrastructure, Kerala Tourism is also looking at promoting few niche products to offer a wide range of experiences to visitors. “Beyond backwaters, a lot of niche products have been lined up as part of the activities for tourists. Among them is adventure and MICE. A Convention Bureau has been included in the tourism policy and this will help promote the latter. Marketing has also begun on the theme ‘Kerala – The Home of Ayurveda’ and we are rolling this campaign out in the Indian and European markets,” she added.
Kerala Tourism has organised roadshows after the WTM, London and have been receiving good response from the focus markets. “The roadshows we did last year, mainly the ones in the Middle East, which is a new market for Kerala Tourism, have begun to yield results. These roadshows are being followed by print and billboard campaigns. We are now targeting the yet untapped markets of Australia and Eastern Europe, mainly Russia, Ukraine and Poland. We are going to participate in several travel fairs and organise roadhsows in these countries,” George revealed.
