Kerala is already cashing in on the reference to the backwaters made by U.S. President Barack Obama during his just concluded visit.
The reference has come at a time when the State is gearing up to observe Visit Kerala Year from April to increase footfalls. The campaign will focus on Ayurveda, Responsible Tourism, Muziris heritage, and Silk route, and concentrate on China and Sri Lanka.
In a swift move, Tourism Secretary G. Kamala Vardhana Rao has written to all Indian Ambassadors stationed abroad seeking their cooperation for the Visit Kerala Year and including Mr. Obama’s reference during his address at the Siri Fort in New Delhi.
Mr. Rao told The Hindu that the aim was to use the Ambassadors to market the destination “in a big way using the reference on backwaters.”
Along with this, the State is also trying to rope in the Ambassadors of foreign countries in the national capital. Official letters will be given to them by the Tourism Secretary inviting them to Kerala to see what the State has to offer. “We will ensure their participation at the ethnic food festival to be held in New Delhi as part of the Visit Kerala Year,” he said.
Role of NoRKs
Mr. Rao said non-resident Keralites (NoRKs) would also be approached to become ambassadors in promoting the destination. “We are ready to give them orientation with the help of KITTS to act as tourist guides.”
Of the foreign tourists arrivals to the State, 50 to 55 per cent are from the European countries, 14 to 17 per cent from the United States, and less than 15 per cent from West Asia.
E.M. Najeeb, President, Confederation of Tourism Industry, Kerala, said the reference to the backwaters was a great recognition and a big boost to Kerala Tourism. “We could not cash in on the visit of Prince Charles to Kerala. But this is another golden opportunity for us to utilise the reference made by Mr. Obama and attract more tourists from the United States and other countries to the backwaters,” he said.
Mr. Najeeb said it was crucial to bring in qualitative changes to the backwaters to attract holidayers.
