POWERPOINT PRESENTATION ON

“CREATION OF A HERITAGE BRAND- GOD’S OWN COUNTRY: A STUDY”

Prepared by-SUBHAJIT MAJUMDARRoll no.-381 Room-12B.Com (Hons.), Sem- VISt.Xavier’s College (Autonomous), Kolkata

INTRODUCTION TO KERALA TOURISM

The state of Kerala, popularly known as “God’s Own Country” is the most advanced state in India with 100% literacy rate and the state offers high quality life.All the 14 districts of Kerala offers typical tourism products and in recent times the state has made good improvement in the tourism sector. The Department of Tourism of Government of Kerala is the sole body of the tourism sector of the state.

OBJECTIVES OF STUDY

To have an insight of the popular tourist destinations of Kerala.

To find the role of natural environment in the development of various tourist spots of Kerala.

To find the role of government in developing the tourism sector of Kerala.

To find the growth and performance of Kerala Tourism.

To have a SWOT analysis of Kerala Tourism.

GROWTH & PERFORMANCE OF KERALA TOURISM 1. Increasing tourist arrivals

55,6

8,25

6

58,7

1,22

8

59,7

2,18

2

59,4

6,42

3

62,7

1,72

4

66,4

2,94

1

75,9

1,25

0

79,1

3,53

7

85,9

5,07

5

93,8

1,45

5

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011-10

-5

0

5

10

15

20

6.3 5.41.7000000000000

1

-4.3

5.47 5.92

14.28

4.25

8.61 9.15

% VAR. in domestic tourist arrivals into Kerala

% VAR.

2,32

,564

2,94

,621

3,45

,546

3,46

,499

4,28

,534

5,15

,808

5,98

,929

5,57

,258

6,59

,265

7,32

,985

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011-10

-5

0

5

10

15

20

25

30

11.3

26.7

17.3

0.27

23.720.37

16.11

-6.96

18.31

11.18

% VAR. in foreign tourist arrivals into Kerala

% VAR.

Kerala10%

Other states90%

% share in 2002 Kerala12%

Other states88%

% share in 2011

The data regarding FTAs to key tourism states in India is given below:

Year 2009 2010 IncreaseDelhi 19.58 18.94 -3.27%

Goa 3.77 4.41 16.98%

Rajasthan 10.73 12.79 19.19%

Himachal Pradesh 4.01 4.54 13.22%

Kerala 5.57 6.59 18.31%

The data is also represented through a column chart as under:

Delhi Goa Rajasthan Himachal Pradesh

Kerala05

10152025

FOREIGN TOURIST ARRIVALS (in lakhs)

20092010

The district wise domestic tourist arrivals in Kerala in 2011 and their % increase is shown below:

Sl.No. DISTRICT 2011 2010 % var. over 2010

1 ALAPPUZHA 199670 183416 8.86

2 ERNAKULAM 2169426 1987743 9.14

3 IDUKKI 506990 464123 9.24

4 KANNUR 486769 455822 6.79

5 KASARGOD 178683 160539 11.3

6 KOLLAM 210808 196773 7.13

7 KOTTAYAM 334747 301599 10.99

8 KOZHIKODE 650676 612316 6.26

9 MALAPPURAM 369773 347311 6.47

10 PALAKKAD 383027 359961 6.41

11 PATHANAMTHITTA 89115 82470 8.06

12 TRIVANDRUM 1288555 1160640 11.02

13 THRISSUR 2062032 1874211 10.02

14 WAYANAD 451184 408151 10.54

Total 9381455 8595075 9.15

The district wise domestic tourist arrivals can also be represented through a column chart as under:

ALAPP

UZHA

ERNAKULA

MIDUKKI

KANNUR

KASARGOD

KOLLAM

KOTTAYA

M

KOZHIKODE

MALAPP

URAM

PALA

KKAD

PATH

ANAMTHITT

A

TRIVANDRUM

THRISSUR

WAYANAD

0500000

1000000150000020000002500000

District wise Domestic Tourist Arrivals in Kerala, 2011

2011

The district wise foreign tourist arrivals in Kerala in 2011 and their % increase is shown below:

Sl.No. DISTRICT 2011 2010%var. over

20101 ALAPPUZHA 46019 41977 9.63

2 ERNAKULAM 308674 277675 11.16

3 IDUKKI 55778 48295 15.49

4 KANNUR 6038 5886 2.58

5 KASARGOD 2040 1679 21.5

6 KOLLAM 9317 8211 13.47

7 KOTTAYAM 37573 32561 15.39

8 KOZHIKODE 9892 9017 9.7

9 MALAPPURAM 18394 16915 8.74

10 PALAKKAD 1331 1270 4.8

11PATHANAMTHITTA 964 829 16.28

12 TRIVANDRUM 224387 204049 9.97

13 THRISSUR 5011 4326 15.83

14 WAYANAD 7567 6575 15.09

  Total 732985 659265 11.18

The district wise foreign tourist arrivals can also be represented through a column chart as under:

ALAPP

UZHA

ERNAKU

LAM

IDUKKI

KANNUR

KASA

RGOD

KOLLA

M

KOTT

AYAM

KOZHIKO

DE

MALAPP

URAM

PALA

KKAD

PATH

ANAMTHITT

A

TRIVANDRUM

THRISS

UR

WAYANAD

050000

100000150000200000250000300000350000

District wise Foreign Tourist Arrivals in Kerala, 2011

2011

2. Rising International Tourist Receipts

YEARFOREIGN EXCHANGE

EARNINGS (Rs. In crores)PERCENTAGE OF INCREASE

2000-01 535 1.85

2001-02 705.67 31.9

2002-03 983.37 39.35

2003-04 1266.77 28.82

2004-05 1552.31 22.54

2005-06 1988.4 28.09

2006-07 2640.94 32.82

2007-08 3066.52 16.11

2008-09 2853.16 -6.96

2009-10 3797.37 33.09

2010-11 4221.99 11.18

The foreign exchange earnings of the tourism of Kerala over the years has been represented below with the help of a line chart :-

2000

-01

2001

-02

2002

-03

2003

-04

2004

-05

2005

-06

2006

-07

2007

-08

2008

-09

2009

-10

2010

-110

50010001500200025003000350040004500

Foreign Exchange Earnings (Rs. In crores)

Foreign Exchange Earn-ings (Rs. In crores)

3. Rising revenue generation from tourismTOTAL REVENUE GENERATED FROM TOURISM

Year

Total revenue generated from

Tourism (Direct & Indirect) [Rs. In

crores]

Percentage of Increase

2000-01 4500 9.582001-02 4931 20.422002-03 5938 12.832003-04 6829 15.012004-05 7738 13.312005-06 9126 17.942006-07 11433 25.282007-08 13130 14.842008-09 13231 0.772009-10 17348 31.122010-11 19037 9.74

The total revenue generated from the tourism sector by the state of Kerala can be represented with the help of a line chart as under:

2000

-01

2001

-02

2002

-03

2003

-04

2004

-05

2005

-06

2006

-07

2007

-08

2008

-09

2009

-10

2010

-110

2000400060008000

100001200014000160001800020000

Total revenue generated from Tourism (Direct & Indirect) [Rs. In crores]

Total revenue generated from Tourism (Direct & Indirect) [Rs. In crores]

4. Tourism is a major employment driver

WTTC’s PROJECTED IMPACT OF T & T ON EMPLOYMENTParticula

rs2003 2013

’000 Jobs Share Y-on-Y Growth ’000 Jobs ShareCAGR

GrowthWorld

T & T Industry Employment 67441.1 2.6 0.1 83893.6 2.8 2.2

T & T Economy Employment 194562 7.6 1.5 247205 8.4 2.4

India

T & T Industry Employment 11093.1 2.7 1 12659.9 2.7 1.3

T & T Economy Employment 23839.8 5.8 1.3 27684.9 6 1.5

Kerala

T & T Industry Employment 378.6 3 15.1 1135.7 7.7 11.6

T & T Economy Employment 788.6 6.2 13.8 2221.4 15 10.9

5. Economic Impact of Tourism is Significant Particulars 2003 2013

Value Share Y-on-Y Growth Value Share CAGR Growth

World (US$ mn)

T & T Demand 4544240 2.9 8939730 4.6

T & T Industry GDP 1280350 3.7 1.1 2279200 3.8 3.6

T & T Economy GDP 3526850 10.2 2 6461360 10.8 3.9

India (Rs bn)

T & T Demand 1519.7 7.4 6736.3 8.8

T & T Industry GDP 529.4 2 6.1 2153.4 2.2 7.9

T & T Economy GDP 1274.6 4.8 6.5 5180.2 5.3 7.9

Kerala (Rs bn)

T & T Demand 102.2 12.2 563.9 11.4

T & T Industry GDP 39.3 3.7 13 216.5 5.2 11.4

T & T Economy GDP 81.8 7.7 11.6 423.5 10.2 10.7

6. Positive Impact on Capital Investment

PROJECTED CAPITAL INVESTMENT INTO TOURISM SECTOR OF KERALA & INDIA BY WTTC

Particulars

2003 2013

Capital Investment

Value (Rs bn)

% of Total Investment

Capital Investment

Value (Rs bn)

% of Total Investment

India 412.9 7 1616.7 7.4

Kerala 18.1 7.8 75.1 8.3

SOME POPULAR TOURIST DESTINATIONS OF KERALA

TOURIST DESTINATIONS

District wise• Alappuzha• Ernakulam• Idukki• Kannur• Kasaragod• Kollam• Kottayam• Kozhikode• Malappuram• Palakkad• Pathanamthitta• Thiruvananthapuram• Thrissur• Wayanad

Category wise• Backwaters• Beaches• Hills• Museums• Pilgrim Centres• Waterfalls• Wildlife• Others

A brief description of some popular tourist destinations are given below:-

ROLE OF NATURAL ENVIRONMENT IN TOURISM DEVELOPMENT IN KERALA

# Images of natural environment, crystal clear waters, wildlife in their natural habitat, beaches etc are used in tourism advertising programmes.# Presence of major and minor beaches have helped in beach tourism development.# Presence of backwaters have helped in development of backwater tourism.# Presence of riverine resources, flora, fauna and wildlife have helped in development of ecotourism, adventure tourism, health t ourism, wildlife tourism, sports tourism etc.# Coastal areas have helped in development of coastal tourism.# Other natural resources like waterfalls, island etc also attract tourists.

SWOT ANALYSIS OF KERALA TOURISM

STRENGTH

• Smooth law and order.

• Advanced state with full literacy.

• Excellent quality of life.

• Diverse range of tourism products.

• The state has been regarded as one of the ten paradise and top 50 places to be visited by National Geographic Traveller in 2004.

• The immense popularity of the slogan “God’s Own Country.”

• Various initiatives taken and to be taken by state tourism dept.

WEAKNESS• Inadequate

infrasructure.• Shortage of

funds.• Overcharging

for services rendered.

• Lack of popularity of the slogan “God’s Own Country” outside India.

OPPORTUNITIES• Unused

resources.• Good brand

image created by the slogan/ tagline

• Quality human resource.

• Still more employment opportunities.

• Use of social media.

THREATS

• Pollution and ecological hazards.

• Recession in the period of downturn.

• Threats of natural calamities.

• Lack of innovative ideas in tourism campaigns.

• Campaigns by famous brand ambassadors by other states.

PLANS AND POLICIES ADOPTED1. State Tourism Policy (2012)• Formation of Cabinet Committee on Tourism & a Task Force on

Infrastructure Development for successful implementation of infrastructure plans.

• Proposed campaign on Kerala Waste Free Destination and formation of Task Force for its effective implementation.

• Creation of infrastructure facilities for backwater tourism in new areas.• Financial support to 10 thematic museums.• Making Kerala souvenir shops compulsory in all approved units.• Establishment of Kerala Culinary Institute.• Initiating Life Saving Volunteer scheme at high risk water bodies.• Introduction of Tourist Warden scheme & Contingency Response Cell.• Entrepreneurship Development Programme to develop LLEs.• Task Force against Trafficking and Abuse will be formed.• Kerala Responsible Tourism Task Force will be formed for promoting

Responsible Tourism & RT Classification scheme to be introduced.• Assistance in forming Tourism Working Group.• Implementing Area Development Plans for important tourism areas.• Introduction of fast track clearance for clearing large tourism projects.• Forming Kerala Convention Bureau to market Kerala aggressively in MICE

business agreement and strengthening process of collecting tourist statistics.• Kerala Institute of Tourism and Travel studies will be made the apex

institute for meeting HR requirement.• Formation of State Tourism Advisory Committee for providing advisory

services.

2. Announcement of Tourism Vision 2025 in 2001 for giving importance on formulating concrete action plans in long, medium and short term of which some have already been implemented.

3. Kerala Budget 2013-14• Allocation of Rs.189 crore for tourism sector.• Developing Allapuzha into mega tourism circuit.• Developing spice route project with UNESCO.• Introducing luxury cruising at Varkala.• Allocation of Rs.10 crore to the sea plane project.

4. Identification of tourist destinations across the districts of Kozhikode, Malappuram, Wayanad, Kannur & Kasaragod by state tourism dept. for developing an integrated tourism circuit – a project costing Rs.256 crore.

5. A Seaplane project has been undertaken, to be started latest by April.

6. SAPARYA project implemented by Kerala Tourism through Tourism Resorts Kerala Ltd. with the objective of mapping and developing tourism resources of an identified project area for its development.

CONCLUSION

In respect of FTAs, Kerala’s performance was remarkable in comparison to India but the distribution of foreign tourists across the state are found to be drastically uneven. FTAs in the northern districts are very low indicating unbalanced tourism development; but share of FTAs in total tourist arrivals has increase from 4% in 2002 to 7% in 2011. Hence ratio of foreign tourists to domestic tourists is quite low. The domestic tourists distribution is also uneven among the districts. Both domestic and foreign tourists arrivals are high in Ernakulam district. The growth rate of foreign exchange earnings is outstanding. Apart from these, it can be seen that majority of the tourist spots have evolved surrounding the natural resources and government is taking and has taken certain initiatives for developing the tourism sector. In terms of creating the brand image of the state, the tagline “God’s Own Country” has playing a vital role since the campaign initiating this has already won many awards. Thus the state has able to create a brand image of itself which is reflected through the increasing foreign exchange earnings and total earnings.

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