final hardcopy of ktdc
TRANSCRIPT
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KTDC
Index :
1. God’s own country(concept)-kerala
2. Introduction of (ktdc)
3.
History4. objectives
5. Activities of ktdc
6. Types of hotels
7. TOURS BY KTDC
8. Mission and Vision
9. Achievements and Awards
10. Future plans
11. Swot analysis
12. Conclusion13. Contact information
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Why is Kerala God’s Own Country?
Kerala is like a narrow strip of land lying between the Arabian Sea to the west and
the hill ranges called Western Ghats. This geography defines Kerala's main
identity as a green, rain-rich state filled with inland water bodies. More than 40rivers flow down the Western Ghats to meet the Arabian Sea forming, with the
backwash of the sea, a complex of canals and lakes called the Kerala Backwaters.
Backwaters, historical structures, culture, wildlife, natural beauty. The state all
these and more. In Kerala every one can get experience freshness and touch of
mother earth everywhere. That’s why Kerala promote as “Gods own country”…
Introduction :
KTDC means the Kerala Tourism Development Corporation Limited. In its
beginning period its name was Kerala Tourists and Handicrafts Development
Corporation Private Limited, and the name was changed to Kerala Tourism
Development Corporation Limited in July 15, 1975.In that time they have 5
departments, Mascot Hotel, Kovalam Beach, Aranya Nivas, Edappalayam TB and
Periyar House.
With sprawling properties, combining modern and traditional architecture in
breathtaking exotic islands, luxuriant game reserves, mist-laden hills, palm-fringed beaches and tranquil backwaters; each property under the KTDC Hotels
and Resorts is a destination by itself.
Our properties ranging from Premium to Budget are designed to function as icons
of Kerala heritage and to readily extend the warmth and excitement of traditional
hospitality of Kerala. And an interesting fact is that all KTDC properties share one
thing in common - they all assure our guests unique holiday experiences.
Resorts run by KTDC reflect the unique ambience of their location. With a wide
range of services to choose from, our guests would not have a dull moment
throughout their stay. In our efforts to provide the best to our guests, we make
sure that they get what we have promised. And when it comes to sharing the
essence of traditional lifestyle such as Ayurveda and Panchakarma, ours is among
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the best-equipped in Kerala. And for those who want to travel with us, our tour
packages offer plenty of choices to make.
So, just let us know when you are coming to Kerala! A most warm welcome!
HISTORY :
Kerala was relatively an unaware state among tourist circles until early 60s. The
first initiative to popularize Kerala as a tourist destination was undertaken
by Travancore's 1st Prince, H.H Col. Goda Varma Raja (Husband of H.H The Queen
of Travancore) started Kerala Tours Limited to popularize key tourist locations in
Travancore Kingdom. When Travancore merged with India, Kerala Tours Limited
became a private entity under Travancore Royal Family. For more than 20 years
since Independence, Kerala trend to ignore tourism as key industry, leaving KTL
and other private players to lead the role. In 1960s, KTL struck gold, by
collaborating with Thomas Cook and started popularizing Kovalam among
western countries which started the advent of Hippie culture in Kovalam Beach.
The strong inflow of tourists into Kovalam started Kerala Government to consider
Tourism as key industry. Though it tried to nationalize Kerala Tours Limited, it
soon fell into legal issues. This resulted in Government to think starting a new
entity known as Kerala Tourism Development Corporation (KTDC) IN 1966.
Started as Department, KTDC became a separate commercial entity by 1970s.
Several premium guest houses of Kerala Government were identified and
converted into hotel brands, making strong profits of organization.
Objectives of KTDC : The objectives KTDC is to do the hard work in the overall
developm
No table of figure
No table of figures entries found.s entries found.ent of tourism and its activities
in the state. Now it is working smoothly with hotels starting from Luxury star
Hotels to Yathri Nivas, Restaurants, and Motels. Nowadays for KTDC, there arealmost 77 units. The operators also provide all kinds of needs for the tourists
based on travel assistance and support services.
1. To promote Kerala as a leading tourist destination
2. To identify key tourist destinations within Kerala and promote it outside
3. To provide auxillary support in developing key tourist destinations
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4. To provide highest quality hospitality services to tourists
5. To act as one-source destination for various informations regarding tourist
destinations and other related informations.
6. To ensure higher returns to Government, through various financial andsocial
viable projects, and thereby provide employment
ACTIVITIES
Trekking
The activity of hiking through the mountainous regions of India is known as
Trekking. Western Ghats of high ranges, gorges and deep-cut valleys of the
tropical habitat and wildlife sanctuaries can be the ideal place for those who are
passionate about Trekking in Kerala.
Important destinations: Periyar Wildlife sanctuary, Munnar, Bhoothathan Kettu,
Agastyarkoodam, Pythal Mala, Edakkal Caves, Vagamon, Chembra Peak, Ponmudietc.
Fishing
Kerala is world-famous for its beautiful beaches and serene backwaters, providing
excellent opportunities for fishing and angling. The backwaters, rivers, lagoons,
streams, lakes and canals of Kerala offer unlimited opportunities for fishing.
Tree Climbing
Tree climbing is for people of all ages who are guestng at heart and ready for the
enjoyment trees can provide. Come and experience the adventure with Mantra
holidays. Different techniques are used to climb trees depending on the climbers’
individual style and preferences, as well as the type of tree and difficulty of the
climb.
Water Sports
Canoeing: Canoeing is a favorite sports among the tourists of Kerala and localinhabitants of the state. Canoeing is an excellent option to explore the
backwaters closely.
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Para Sailing: Parasailing is a water sport commonly indulged in beaches and sea
side resorts. The sailor is strapped to a parachute which in turn is attached by a
harness to a motor boat or some such small vessel.
Scuba Diving: Scuba diving is the best way to explore the varied aqua life. Thedeep Arabian Sea off Kerala shores makes
scuba diving a veritable pleasure sport.
Snorkeling: Snorkeling is a major tourist recreation at the beaches of Alappuzha,
Kovalam and Varkala. It allows the diver to view the natural underwater bounties
and the diversity of marine life.
Wind Surfing: Windsurfing is skimming the water face on a surfboard with arevolving sail. Windsurfing is a sport that rouses much interest in the numerous
beaches that fringe coastal Kerala. Windsurfing includes surfing as well as sailing.
The breezy climate and placid seas make wind surfing in Kerala an ideal sport to
engage.
Adventure in Kerala
Backwater Biking & Canoeing :
Kerala is a land of canals, lagoons, lakes and rivers.
These backwaters with their peculiar landscape has
had a distinct impact on the lifestyle of the people
who live anong its banks. Kerala's uniqueness lies in
these backwaters found nowhere else in the world.
The 41 west - flowing rivers of kerala form the
backbone to this magnificent gift of nature. The
backwaters are a gateway for the visitor to see firsthand the unhurried village life of rural kerala. To live through this beautiful
experience, GUEST offer’s a unique opportunity to go around cycling and
canoeing. The journey starts at aapuzha (alleppey), cycle along the paddy fields
and villages and canoe through backwaters of central kerala.
Duration - 3 days
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Bird Tours :
For the bird watcher, kerala is a dream destination with over 500 species of birds.
The bird tours will be of 4 to 8 days duration. The 4 - day journey will take GUESTthrough the kumarakom bird sanctuary, the periyar tiger reserve, the thattekad
bird sanctuary and the chinnar wildlife sanctuary. The 8 day tour will additionally
take GUEST through the parambikulam wildlife sanctuary and the wayanad hills to
the north of the state. your accommodation will be in estate lodges, forest lodges
and tree houses. GUEST will be accompanied by an experienced guide throughout
your journey.
Forest & Wildlife Photography Tours :
For those so inclined, we have a fully guided forest
& wildlife photography Tour in the company of
experienced guides. The tours can be organised
through the forests of the periyar tiger reserve,
chinnar wildlife sanctuary, parmbikulam wildlife
sanctuary and wayanad.
Hiking & Biking :
The journey will take GUEST to periyar tiger reserve for a 3 - day campint /trekking and bamboo rafting. From then through the mountain paths on cycles to
munnar where GUEST will reach after two days and stay at one of the planters
bungalows. When GUEST reach munnar GUEST will be transferred to an estate
bungalow before proceeding to the mountains for a 2 day camp.
Duration - 7 days
Kerala Bamboo Rafting : Kerala has a range of ecotourism projects that provide
the discerning visitor a unique experience. Bamboo Rafting is one of such project.
Kerala Village Cruise : Kerala gives opportunities to feel the rustic ambience and
explore the culture, tradition and lifestyle of villagers. In Kerala village tours.
Kerala Elephant Ride : Kerala is the land of Poorams and procession of decorated
elephants is a common sight. These elephants are of calm nature and friendly.
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Nature walk – The guided day trek
Different nature trails traversing diverse habitats form the trekking routes,
generally 4 to 5 km. in length. This is an interpretive program offering excellent
opportunity to watch birds, butterflies and other wildlife. The trails often pass
through evergreen and moist deciduous forests interspersed with marshygrasslands.
TYPES OF HOTELS
Hotels and Motels
Over years, KTDC emerged itself as a key hospitality player with more than 40
properties ranging from heritage 5 star resorts to budget accommodation. KTDC is
one of the few Indian Govt owned hotel chain, that have clearly marketed with
strong branding and aggressive promotions. KTDC manages all its properties
under 4 brands
All Motel ARAMs’ are wayside amenities with an array of facilities for travellers.
They provide services from 7 a.m. to 10 p.m. which include breakfast, lunch,
dinner and snacks in between with local / continental tastes. There is facility for
organizing parties especially for groups who travel through the respective roads.
Parties can be booked in advance. Neat and clean toilet facilities are integral part
of Motel Aram.
LIST OF HOTELS
Premium Hotels of KTDC
1. Mascot Hotel, Thiruvananthapuram
2. Hotel Samudra, Kovalam
3. Aranya Nivas, Thekkady
4. Tea Country, Munnar
5. Waterscraps, Kumarakom
6. Bolgatty Palace Hotel, Kochi
7. Ayurvedic Lake Resort, Thanneermukkom
Budget Hotels of KTDC
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1. Hotel Chaithram, Thiruvananthapuram
2. Agasthya House, Neyyar Dam
3. Periyar House, Thekkady
4. Hotel Nandanam, Guruvayoor
5. Mangalya, Guruvayoor6. Anjanam, Guruvayoor
7. Garden House, Malampuzha
8. Malabar Mansion, Kozhikode
Under KTDC again, There are 7 Yathri Nivases, 13 Motel Araams, 228
KTDCRestaurants and Beer Parlours, 4 Restaurants, 4 Boat clubs, 2 Pilgrim
Amenity Centres and several other units.
Tarmind Eaze
The newest addition to KTDC, Tarmind Eaze are a series of 15 budget hotels
spread across Kerala, to cater growing number of budget tourists
Providing budget travellers the choicest accommodation in Kerala, the KTDC
Hotels and Resorts have set up a string of hotels located all over Kerala. The very
location of these hotels promoted under the brand name KTDC Tamarind Easy
Hotels allows travellers to explore the lesser known entities, besides the popular
attractions of Kerala.
Neat and well-appointed rooms greet the guests at each Tamarind Easy Hotel.
The multi-cuisine restaurant offering you the taste of ethnic Kerala would be a
delightful experience. By virtue of its location, each Tamarind Easy Hotel has the
advantage of getting close to destinations with unique attractions.
With over 250 rooms in fourteen properties, Tamarind Easy Hotel chain easily
adds value to your money, time and the thrill of holidaying in Kerala.
Tamarind KTDC Easy Hotels
Tamarind Neyyar
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Tamarind Kollam
Tamarind Alappuzha
Tamarind Changanacherry
Tamarind Peermedu
Tamarind Thrissur
Tamarind Kalady
Tamarind Guruvayoor
Tamarind Nilambur
Tamarind Mannarkkad
Tamarind Thirunelly
Tamarind Kondotty (Kozhikode Airport)
Tamarind Kannur
Tamarind Parasinikadavu (Mangattuparambu)
aram
KTDC was one of the first hospitality chain in India, to start series of motels across
major state and national highways. The motels are branded as Aaram, which are
designed as road-side multi-cuisine restaurants. Every Aaram has a large well
maintained restaurant, rest-rooms and many motels have dormitories as well as
medical center. In 2007, another series of motels branded as Vazhiroram started
as a public-private partnership, which didn't find as success as Aaram. A few
designated Aarams do have beer parlors which serves limited alcohol drinks as
well as beer.
Package Tours
KTDC sells packaged tours of Kerala across world, through a wide network of
travel agents and tour agencies who act as General Sales Agents of KTDC. More
than 20 different products are offered by KTDC, which many have won wide
accolades.
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Conducted Tours and Sight-seeing tours
KTDC conducts one day and 2 day conducted sight-seeing tours in major cities as
well as in tourist centers. This includes bus/tourist cars trips as well as boat
ferries.
Tourist Reception
KTDC have several tourist reception centers in all major cities and tourist centers,
from where conducted tours start and end, in addition to providing
complimentary information about various tourist destinations, maps and guides.
Conducted Tours by KTDC.
1. Conducted Tours Operated from Tourist Reception Centre Kochi:
Cochin Sightseeing Tour / Cruise (Twice daily)
1st Tour - 9.30 am to 1.00 pm
2nd Tour - 2.30 pm to 6.00 pm
Fare Rs.150/- per person
Places covered: Dutch Palace (Friday Holiday), Synagogue (Friday & Saturday
Holiday), St. Francis Church (Sunday Holiday), Chinese Fishing Nets with
Spectacular view of Willington Island, Kochi Harbour and Bolgatty Island.
Full Day Backwater Canal Tour (Daily)
Tour - 8.15 am to 5.30 pm
Fare Rs.650/- per person
A unique opportunity to experience the beauty of Kerala Backwaters, flora and
fauna, Village life through Kettuvallom (Traditional Rice Boat) and Country Boat
(Open Canoe) with traditional Veg. Kerala Lunch.The tour is operated at a quite,
beautiful village 35 Kms south of Kochi. Tourists are transferred to the village by
road.
Half Day Backwater Canal Tour (Twice Daily) - (By Open Canoe)
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Experience the beauty of Kerala Backwater and Village Life
1st Tour - 8.30 am to 1.00 pm
2nd Tour - 2.00 pm to 6.30 pm
Fare Rs.450/- per person
The tour is operated at a quite, beautiful village 35 Kms south of Kochi.
Tourists are transferred to the village by road.
Sun Set Tour (Daily)
5.30 pm to 7.00 pm
Fare Rs.150/- per person
Non Stop Boat cruise during the time of sun set in the Kochi Harbour area with
spectacular view of Marine Drive, Chinese Fishing Nets, Bolgatty Island,
Willington Island and Kochi Harbour.
Cherai Beach Tour (Daily)
Tour - 2.00 pm to 7.00 pm
Fare Rs.350/- per person
Places covered: Goshree Bridge (By way), Coir Factory (Sunday Holiday) and
Cherai Beach.
Metro Village Backwater Tour (Twice daily)
1st Tour - 7.00 am to 11.00 am
2nd Tour - 3.00 pm to 7.00 pm
Fare Rs.450/- per person
A cruise into the inland waterways of Kochi with enrapture view of paddy fields,
Crab farms, Prawn farms, Chinese Fishing Nets, Bolgatty Island, Willington Island
and Kochi Harbour.
Kalady - Ezhattumugham - Athirappilly Tour (Daily)
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Tour - 7.30 am to 7.00 pm
Fare Rs.900/- per person (Inclusive of Breakfast and Lunch).
Places covered: Sringeri Matt, Sree Ramakrishna Advaita Ashram, Sree Adi
Sankara Keerthi Stambha Mandapam, Ezhattumugham Prakrithi Gramam,Athirappilly Water Falls and Vazhachal Waterfalls.
Kochi Darshan (Half Day) (Twice Daily)
1st Tour - 9.30 am to 1.30 pm
2nd Tour - 2.00 pm to 6.00 pm
Fare Rs.350/- per person
Places covered: Dutch Palace (Friday Holiday), Synagogue (Friday Saturday
Holiday), St. Francis Church (Sunday Holiday), Chinese Fishing Nets, MaritimeMuseum (Monday Holiday), Dutch Cemetery, Santa Cruz Catherdral.
Kochi Darshan (Full Day)
Tour - 9.30 am to 7.00 pm
Fare Rs.700/- per person
Places covered: Dutch Palace (Friday Holiday), Synagogue (Friday Saturday
Holiday), St. Francis Church (Sunday Holiday), Chinese Fishing Nets, MaritimeMuseum (Monday Holiday), Dutch Cemetery, Santa Cruz Basilica, Coir factory
(Sunday Holiday) and Cherai Beach.
Tours are operated in A/C vehicles.
(All tours will be operated subject to minimum number of tourists)
Other Facilities: -
We arrange Hotel Reservations, Customized and Package Tours, House Boats,
Motor Boats & Car Rentals
2. Conducted Tours Operated from Tourist Reception
Centre Trivandrum
Ananthapuri Tour
Package
1. Trivandrum
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Nagara Darsan: (Except Mondays)
Timings:
Forenoon - 07.30 am to 01:00 pmAfternoon - 01:30 pm to 07.00 pm
Departure: (2 times) 7.30 am & 01.30 pm
Starting Point: Tourist Reception Centre, Thampanoor
Forenoon finishing point: Museum Compound
Afternoon finishing point: Sree Padmanabha Swamy Temple.
Duration: 5.30 hrs.
Fare : Rs.300/- per person
Booking hrs: 07:00 am - 09:00 pm
Details of Places Covered
Padmanabha Swamy Temple
A blend of Kerala and Dravidian style of architecture, the temple is noted for
its mural paintings and stone carvings. One among the 108 sacred Vishnu
temples in India, the presiding deity here is Lord Vishnu reclining on Anantha,
the Serpent. Only Hindus are allowed inside the temple in prescribed dress
code.
Puthenmalika (Kuthiramalika) Palace
Situated close to the Sree Padmanabha Swamy Temple, this palace was built
by Maharaja Swathi Thirunal Balarama Varma, the King of Travancore who was
a renowned poet, musician, social reformer and statesman. The palace
museum displays paintings and priceless collections of the royal family.
(Monday holiday)
Shangumugham Beach
This place is favourite haunt of sunset watchers and beachcombers. An indoorrecreation club, the gigantic 35m long sculpture of a mermaid, restaurant
shaped like a starfish are some of the attractions here.
Veli Tourist Village
This popular picnic spot offering boating facilities lies snuggled where the Veli
Lake merges with the Arabian Sea. Children can have a great time at the
For reservations contact :
KTDC Tourist Reception Centre
Near Chaithram Hotel
Station Road, Thampanoor
Trivandrum - 695 001Tel: +91-471-2330031
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beautifully landscaped garden dotted with huge sculptures. Other attractions
here are the floating restaurant and the floating bridge.
Museum, Zoo & Art Gallery
The 19th century Napier Museum built in the Indo-Sarcenic style houses arerare collection of archaeological and historic artifacts. Located near to the
Museum is the Sree Chithra Art Gallery which displays original paintings of
Raja Ravi Varma, Svetlova and Nicholas Roerich. One of the first zoos in India,
the Zoological Park was established here as early as 1859. (Monday holiday)
2. Kanyakumari (Cape Comorin)
Departure: 08:00 hrs
Arrival: 9:00 hrs
Fare: Rs. 700/- per person
Tour starts and finish at the Tourist Reception Centre, Trivandrum except
otherwise stated.
Details of Places Covered
Padmanabhapuram Palace
The biggest wooden palace in Asia, it was the erstwhile capital of the Princely
State Travancore. It is situated in near Thuckalay on the way to Kanyakumari.
This is a well preserved wooden palace with extraordinary murals, exquisitefloral carvings and the black glossy floorings.
Suchindram Temple
This temple is dedicated to Sthanumalaya (Shiva, Vishnu, Brahma). The 135
feet tall Gopura, 18 feet Hanuman Statue and the musical pillars are of great
architectural value.
Kanyakumari (Cape Comorin)
Kanyakumari is the southern most tip of India, also the meeting point of theIndian Ocean, Arabian Sea and the Bay of Bengal. Vivekananda Rock Memorial,
133 feet Thiruvalluvar Statue, Kanyakumari Temple, Gandhi Memorial and
Kamaraj Memorial are the other attractions. It is the only place in India where
sunset and sunrise can be seen from one point.
3. Ponmudi Tour (A/C Tempo Traveller) starts from 17th August 2010
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Departure : 08.15 am
Arrival : 04:00 pm
Fare: Rs.500/- per person.
Details of Places Covered
Koyikkal Palace Museum, Golden Valley, Ponmudi
The guest of Golden Peak can also use transportation facility to Ponmudi at
Rs.500/- per person (one way)
4. Kovalam Tour (A/C Tempo Traveller) starts from 17th August 2010
Departure : 04.30 pmArrival : 07.30 pm
Fare: Rs.200/- per person
Details of Places Covered
Kovalam - view point for Vizhinjam Harbour & to watch sunset, Kovalam Beach
5. Neyyar Dam Tour (A/C Tempo Traveller) starts from 10th November 2010.
All days except Monday
Departure: 07.45 am
Arrival: 01.15 pm
Fare : Rs.400/- per person (Transportation charges only)
Details of Places Covered
Departure from TRC Thampanoor, Thiruvananthapuram
Neyyar Dam - for availing the package tour (Lion Safari Park, Deer Park &
Crocodile farm visit) of Forest Dept, Kappukadavu (Kottoor) Elephant
Rehabilitation Centre. Arrival at TRC Thampanoor, Thiruvananthapuram
6. VarkalaTour (A/C Tempo Traveller) starts from 10th November 2010 (All
days)
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Departure: 02.00 pm
Arrival: 08.30 pm
Fare : Rs.500/- per person (Transportation charges only)
Details of Places Covered
Departure from KTDC Tourist Reception Centre, Thampanoor Santhigiri (visit
Lotus Parnasala), Sivagiri Mutt, Varkala (visit Janardana Swamy Temple,
Papanasam beach and Sunset).
Arrivalat KTDC Tourist Reception Centre, Thampanoor
Mission and Vision :
OUR MISSION and VISION
“To provide leadership and play a catalytic role in the development of tourism
infrastructure in the State and to achieve excellence in strategic business
operations through professionalism, efficiency, value for money and customer
satisfaction”.
To make KTDC the official host to God’s own country, the best service provider in
the
hospitality industry with basic infrastructure and state-of-the-art facilities,focusing on
environment conservation and preservation, adding impetus to local supplies and
human
resources and thereby positioning as a Premier PSU in the hospitality sector in
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Kerala.
Achievements & Awards
Achievements during the last One year
........In Kerala, Tourism has emerged as one of the few economic alternatives to
develop the state economy. It has been recognised as an important sector for the
development on account of its potential for generating income and employment.
In the context of poor prospects of the manufacturing sector and the severe
threats facing agricultural and traditional sectors and the uncertainties facing
expatriate employment in the Gulf, tourism is considered as one of the sectors
which can drive Kerala economy to take the state to the pinnacle of socio-
economical development.
........Due to the thrust given to tourism by Government in recent times large-scale
private investments are attracted to the state in the tourism sector. It has been
estimated that the total investment in tourism in the state for the last year as
more than Rs.500 crores. The revenue generated in tourism is assessed as 6.29%
of the GDP and the employment in tourism is estimated as 7 lakhs.
........During the last year Department of Tourism has concentrated in
development of basic infrastructure, conservation of nature and heritage,
development of new tourism products and ensuring its quality, focused
promotion in targeted markets both domestic and international, effective use of Information Technology etc. Government has acted as facilitator and catalyst in
encouraging private sector investment in development of tourism infrastructure.
Kerala - The most acclaimed tourist destination in the Country
Kerala has emerged as the most acclaimed tourist destination of the country in
the recent past.
World Travel and Tourism Council has selected Kerala as a Partner State.
National Geographic Travel after 2 years of research has chosen Kerala, asone of the 50 must see destinations of a lifetime. Kerala has been stated as
one of the 10 paradises of the world.
Antony Weller of National Geographic Traveller impressed by Kerala’s
inquiring sophistication described it as the State of Enlightenment
The widely read and circulated travel magazine published from UK, Conde’
Nast Traveller brought out the exotic fragrance of Kerala in its March 2002
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issue.
The February 2002 issue of Geo Saison, Germany’s largest selling travel
magazine, discovers the magic of Ayurveda in the Mecca of the oldest and
holistic health system – Kerala
The article by Michael Fathers in the Travel Watch section of ‘Time’summed up the experience in Kerala as Afoot and afloat, Kerala is worth
the journey.
The Times of India the largest circulated English daily in India, explored why
Kerala is the winning State, in an editorial that appeared on 29th January
2002
The other acclaims received by Kerala Tourism during the recent past include;
One of the 100 great trips for the 21st Century, by ‘Travel and Leisure’
One of the ten hot spots for the millennium, by ‘Emirates Inflight Magazine’
One of the best breakfast in the world, by ‘Travel & Leisure’
One of the ten love nests in India, by ‘Cosmopolitan’
One of the six destinations of the millennium, by ‘Khaleej Times’
Awards/Recognitions
National Award for the Best Performing State in Tourism by Government of
India for 1998-99,1999-2000 & 2000-01
PATA Grant International award for the Conservation of Heritage
Best Performing State Award instituted by Outlook Traveler
PATWA International award for the Best Performing State in Tourism, 2001
Achieved higher rate of growth in tourist arrivals compared to national average
........The number of foreign and domestic tourist arrivals to Kerala during 2001
was 2.09 lakhs and 52.40 lakhs respectively. 2001 was a bad year in the recent
history of tourism, nationally and internationally due to the terrorist attacks on
US. During this period, tourist arrival to South Asia was affected badly. Through
there was a drip of 6% in the national figure during the last year, Kerala could
manage to tide over the crisis with only a meager 0.53% drop in the international
tourist arrivals.
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FUTURE PLANS :
KTDC are planning some projects for the improvement of their network. They
have a plan to provide additional facilities in their existing hotels and have to
build some new hotels in all parts of Kerala. For example, they have plans to starts
Marina projects in Kochi and some Star hotels in Kanyakumari, Alappuzha,
Ponmudi etc.
Heli-tourism
Heli-tourism, an area that has been lying untapped in this high potential area, is
all set to take off with the Kerala Tourism Development Corporation (KTDC) inking
an agreement with Bangalore-based Deccan Aviation to launch ‘heli-tourism’ in
the state.
The KTDC, along with Deccan, has designed packages exclusively for the newfeature. One package connects Kovalam- Kumarakam-Thekkady-Munnar- Kochi -
Thiruvananthapuram and will extend up to 7 nights and 8 days and will cover
KTDC’s Hotel Samudra in Kovalam, Waterscapes and Houseboat in Kumarakom,
Lake Palace in Thekkady.
Yet another package the KTDC has come up with is the called “Bird’s Eye View”
and would cover beaches, backwaters and hill stations.
SWOT analysisStrengths
· State is well known for smooth law and order11
· One of the ten paradise and top 50 places to be visited in lifetime by National
geographic traveller11
· Innovative branding and positioning
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· Variety of product and services (monsoon tourism, medical tourism, culture
and arts, houseboats, backwaters, beaches, wildlife sanctuaries etc)
· Highly reputable, bagged various national and international awards
· Kerala, India’s most advanced society with full literacy
· High life expectancy· Excellent quality of life
· Eco-tourism initiatives
Weaknesses
· Inadequate infrastructure to match expectation
· Provisional airline policies by Govt of India
· Restrictive coastal regulation zone
· Lack of efficient waste management system
· Lack of regulatory mechanism for sustainable development· Shortage of funds for tourism expansion
· Exploitation of tourists (overcharging for services)
Opportunities
· Lot of unused prospective on heritage tourism, medical tourism and
pilgrimage tourism
· Good brand image of “Gods own country”
· Accessibility of quality human resource
· Employability in tourism and related areas
Threats
· Growth of tourism may lead to pollution problem, ecological hazards etc
· Over emphasis may lead to recession in the period of downturn
· Growth of Goa tourism with diverse offerings
· Problems with natural calamities like Tsunami
CONCLUSION :
Kerala tourism is one of the “super brand” in the world for tourism. But they are currently focussing more on mass media tools even they are using the tool
effectively. As majority of the revenues are from domestic Indian market, direct
media should be used effectively for brand building and sales as direct marketing
is
very cost effective compared to mass media. One of the cheap and cost effective
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methods is the power of newsletter; this will in-turn adds up sales because of the
“word of mouth” marketing by the tourists. Medical tourism is one of the major
areas
which need to be branded a lot. KIMS along with Kerala tourism is trying to
identifythe market, direct marketing and social media are effective media for marketing
health care
CONTACT INFORMATION :
Tourist Reception Centre, KTDC Limited,
Shanmugham Road, Ernakulam,
Kochi - 682 011
Tel: +91-484-2353234
Fax: +91-484-2382199E-mail: [email protected]