A new brand campaign will be launched shortly to reignite interest in Kerala as a premier tourism destination in India. It will be a value addition to the brand ‘God’s Own Country’ and will present the destination in a new perspective through videos and photographs, Tourism Secretary Rani George has said.
This comes close on the heels of Kerala Tourism unveiling an action plan to tide over bulk cancellations and postponement of visits by foreign and domestic travellers due to the devastating floods that lashed the State in August and the subsequent scare about the outbreak of contagious diseases.
August was among the worst months in the history of tourism in the State since guests from West Asia and northern India cancelled their visit, leaving stakeholders a concerned lot. Though there are ample bookings for December, many of them fear that the ripple effect of floods and leptospirosis fatalities will affect the sector up to November.
“Most tourist destinations have been rather unaffected in the floods. But roads and bridges to the locales suffered damage. Our priority is to restore connectivity to these places. We have handed over to the Public Works Department a list of damaged roads and bridges that have to be repaired or rebuilt urgently,” said Ms. George.
There is a positive outlook among stakeholders since visitors have begun trickling to Munnar and the backwaters. “We hope to attract more people in tune with the peak tourist season that will begin in October. Apart from the action plan, the new brand campaign and emphasis on connectivity, attention will be given to cleanliness of locales. Already, stakeholders are engaged in cleanliness drive in nine prominent destinations,” she added.
The cancellation spree being witnessed since August does not augur well for the tourism sector. “This might send the message that Kerala is not in a position to receive tourists,” said Sejoe Jose, president of Indian Association of Tour Operators (IATO) and member of Kerala Tourism Advisory Council.
Getting back to business
“But Kerala has been proving that it will be back, despite the massive deluge. A team of over 2,000 volunteers descended in Munnar and another 15,000 in Alappuzha with relief materials and to clean up buildings and provide essential supplies. Another noticeable fact is that commercial flights resumed operations from the inundated Cochin International Airport, as was scheduled, in August itself. Stakeholders must make a concerted effort to streamline tourist arrivals now, so that the expected guests turn up in October-November,” said Mr. Jose.
