Tourism in Kerala

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The official logo of Kerala Tourism
Vembanad Kayal
An evening view of Ponnani Lighthouse beach

Kerala, a state situated on the tropical Malabar Coast of southwestern India, is one of the most popular tourist destinations in the country. Named as one of the ten paradises of the world by National Geographic Traveler,[1] Kerala is famous especially for its ecotourism initiatives and beautiful backwaters.[2] Its unique culture and traditions, coupled with its varied demography, have made Kerala one of the most popular tourist destinations in the world. Several international agencies ranging from UNESCO to National Geographic have recognised the state's tourism potential.[3] Kerala was named by TIME magazine in 2022 among the 50 extraordinary destinations to explore in its list of the World's Greatest Places.[4] In 2023, Kerala was listed at the 13th spot in The New York Times' annual list of places to visit and was the only tourist destination listed from India.[5]

Until the early 1980s, Kerala was a relatively unknown destination, with most tourism circuits concentrated around the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation—the government agency that oversees tourism prospects of the state—laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche holiday destinations in India. The tag line Kerala – God's Own Country was adopted in its tourism promotions and became a global superbrand. Kerala is regarded as one of the destinations with the highest brand recall.[6] In 2010, Kerala attracted 660,000 foreign tourist arrivals.[7]

Kerala is a popular destination for both domestic as well as foreign tourists. Kerala is well known for its beaches, backwaters in

Hill Palace, and Mattancherry Palace, are also visited. To further promote tourism in Kerala, the Grand Kerala Shopping Festival was started by the Government of Kerala in 2007.[8]
Since then it has been held every year during the December–January period.

The state's tourism agenda promotes

MICE Tourism mainly centered at Kochi.[9]

Historical context

Resorts dot the lengths and breadths of Kerala.

Since its incorporation as a state, Kerala's economy largely operated under

welfare-based democratic socialist principles. This mode of development, though it resulted in a high Human Development Index and standard of living among the people, led to an economic stagnation in the 1980s (growth rate are 2.3% annually).[10] This apparent paradox—high human development and low economic development—led to a large number of educated unemployed seeking jobs overseas, especially in the Gulf countries. Due to a large number of expatriates, many travel operators and agencies set up shop in the state to facilitate their travel needs. However, the trends soon reciprocated, with the travel agencies noticing the unrealised potential of the state as a tourist destination. The first travel agency in Kerala, Kerala Travels, was founded by Col G.V. Raja of the Travancore royal family
along with P.G.C. Pillai.

Number of tourists by nationality
No. Country Tourists
1  United Kingdom 1,86,085
2  United States 1,09,859
3  France 97,894
4  Germany 67,425
5  Saudi Arabia 58,422
6  Maldives 52,236
7  Australia 42,089
8  Malaysia 40,197
9  Oman 38,619
10  Russia 35,066
As of 2019[11]

By 1986, tourism had gained an industry status. Kerala Tourism subsequently adopted the tagline God's Own Country in its advertisement campaigns. Aggressive promotion in print and electronic media was able to invite a sizable investment in the hospitality industry. By the early 2000s, tourism had grown into a full-fledged, multi-billion-dollar industry in the state. The state was able to carve a niche for itself in the world tourism industry, thus becoming one of the places with the "highest brand recall".[12] In 2003, Kerala, became one of the fastest-growing tourism destination in the world.[13]

In 2012, National Geographic's Traveller magazine named Kerala as one of the "ten paradises of the world" and "50 must see destinations of a lifetime". Travel and Leisure also described Kerala as "One of the 100 great trips for the 21st century". In 2012, Kerala overtook the Taj Mahal to be the number one travel destination in Google's search trends for India. CNN Travel listed Kerala amongst its '19 best places to visit in 2019. Time magazine picked Kerala among 50 ‘extraordinary destinations’ across the globe to explore in 2022. The state was ranked ninth in the ‘World's Greatest Places' and was described as an ‘eco-tourism hot spot'.[14] In 2023, The New York Times selected Kerala as one of the 52 must-see tourism destinations in the world. Kerala was selected as thirteenth in the list and was the only state in the list from India.[15]

Arrivals of number of tourist between 2012 and 2022
Year Total Tourists Arrived Domestic International
Total Visitors % of Change Total Visitors % of Change
2022 19,212,963 18,867,414 Increase 150.31% 345,549 Increase 471.28%
2021 7,598,104 7,537,617 Increase 51.09% 60,487 Decrease 82.25%
2020 5,329,727 4,988,972 Decrease 72.86% 340,755 Decrease 71.36%
2019 19,574,004 18,384,233 Increase 17.81% 1,189,771 Increase 8.52%
2018 16,701,068 15,604,661 Increase 6.35% 1,096,407 Increase 0.42%
2017 15,765,390 14,673,520 Increase 11.39% 1,091,870 Increase 5.15%
2016 14,210,954 13,172,535 Increase 5.67% 1,038,419 Increase 6.23%
2015 13,443,050 12,465,571 Increase 6.59% 977,479 Increase 5.86%
2014 12,618,777 11,695,411 Increase 7.71% 923,366 Increase 7.60%
2013 11,445,954 10,857,811 Increase 7.75% 858,143 Increase 8.12%
2012 10,870,550 10,076,854 Increase 7.41% 793,696 Increase 8.28%
As of 2022[16]

Major attractions

Beaches

Main article: Beaches in Kerala
Kovalam beach

Flanked on the western coast by the Arabian Sea, Kerala one of the long coastline of 580 km (360 mi); all of which is virtually dotted with sandy beaches. Kovalam beach near Thiruvananthapuram was among the first beaches in Kerala to attract tourists. Rediscovered by back-packers and tan-seekers in the 1960s and followed by hordes of hippies in the 1970s, Kovalam today is one of the most visited beaches in the state.[17][18][19]

Other popularly visited beaches[20] in the state include those at Kappad, Alappuzha, Kozhikode[citation needed] Beach, Marari Beach (Mararikulam, Alappuzha), Thumpoly (thumpoly beach ) Alappuzha,Alappuzha , Nattika (Thrissur), Vadanappilly beach (Thrissur), Cherai Beach, Ponnani beach, Bekal, Kappad Beypore beach, Marari beach, Fort Kochi, and Varkala. The Muzhappilangad Beach at Kannur and Thikkodi Beach at Kozhikode are the only two drive-in beach in India. Marari beach was rated as one of the world's top five Hammock Beaches by the National Geographic survey and has been cited[21] in the international press.

Backwaters

Main article:
Kerala Backwaters
Boating at Biyyam Lake near Ponnani
A Kettuvallam at Kavvayi Backwaters, Nileshwaram

The

Alleppey, Kumarakom, Ashtamudi Lake, Kollam, Ponnani, Kavvayi Backwaters, Vembanad and Bekal
. Boat races held during festival seasons are also a major tourist attraction in the backwater regions.

The backwater network includes large lakes such as the Ashtamudi Lake, the largest among them, linked by 1500 km of canals, both man-made and natural and fed by several rivers, and extending virtually the entire length of Kerala state. The backwaters were formed by the action of waves and shore currents creating low barrier islands across the mouths of the many rivers flowing down from the Western Ghats range.[23]

Hill stations

Munnar Hillscape
Nelliyampathy
, Palakkad Dist. Kerala, South India

Eastern Kerala consists of land encroached upon by the Western Ghats; the region thus includes high mountains, gorges, and deep-cut valleys. The Western Ghats is a UNESCO World Heritage Site and is one of the 36 biodiversity hotspots in the world. The wildest lands are covered with dense forests, while other regions lie under tea and coffee plantations (established mainly in the 19th and 20th centuries) or other forms of cultivation.

The Western Ghats rise an average to 1500 m elevation above sea level. Some of the popular hill stations in the region are

Nelliyampathi, Nilambur, Elapeedika, Peermade, Thekkady, Ponmudi
.

Wildlife

Main article: Wildlife of Kerala
primates
.
Athirappilly Falls at Thrissur. Wildlife of Kerala is mainly concentrated in the forests of Western Ghats

Most of

brackishwater species such as Choottachi (orange chromide—Etroplus maculatus, valued as an aquarium
specimen) also are native to Kerala's lakes and waterways.

Historical monuments

See also: History of Kerala
Panoramic view from inside Bekal Fort, the largest fort in Kerala

Historical monuments in Kerala include palaces, forts, and religious institutions.

Thalassery Cuisine, a traditional style of cuisine originated in Northern Kerala due to its historical trade relations, also attracts tourists.[25]

Events

Panchavadyam

Festivals

Shashti
Thirayattam (kuttychathan) an ethnic ritual performing art form in Kerala State, India

The major festival in Kerala is

Manarkadu, Arthunkal, Thumpoly , Edathua Perunnal are the other regional festivals of Christians. Eid al-Fitr and Eid al-Adha are celebrated by the Muslim community. The annual festival Thirayattam is conducted in the village shrine of the south Malabar region in Kerala.[26]

Kochi-Muziris Biennale

Main article: Kochi-Muziris Biennale

Kochi-Muziris Biennale is the largest art exhibition in the country and the biggest contemporary art festival in Asia conducted every year in the city of Kochi. The first Biennale in India was conducted in Kochi from 12 December 2012 till 13 March 2013.[27]

Medical tourism

Arya Vaidya Sala, Kottakkal

Medical tourism, promoted by traditional systems of medicine like Ayurveda and Siddha, is widely popular in the state, and draws increasing numbers of tourists. Kerala is popularly known as hub of Ayurveda. The medical tourism segment of Kerala is known for its reputation.[28]

Culture

Main articles: Arts of Kerala and Culture of Kerala
Kathakali is one of a major form of classical Indian dance
Payyannur, Kannur
.
Theyyam is a Hindu religious ritual practiced in northern Kerala
Kalaripayattu is an Indian martial art that originated in Kerala

chavittu nadakom, oppana
(originally from Malabar), which combines dance, rhythmic hand clapping, and ishal vocalisations. However, many of these art forms largely play to tourists or at youth festivals, and are not as popular among most ordinary Keralites, who look to more contemporary art.

Several ancient ritualised arts are Keralite in origin; these include kalaripayattu (kalari ("place", "threshing floor", or "battlefield") and payattu ("exercise" or "practice")). Among the world's oldest martial arts, oral tradition attributes kalaripayattu's emergence to Parasurama. Other ritual arts include Thirayattam, theyyam, poorakkali and Kuthiyottam. Thirayattam is a ritual performing folk art form of South Malabar region. Processions often include traditional music such as Panchari melam or Panchavadyam.

In respect of

Kerala murals
are found in ancient temples, churches and palaces across the State. These paintings, mostly dating to between the 9th to 12th centuries AD, display a distinct style, and a colour code which is predominantly ochre and green.

Kerala is known for its religious diversity. The major religions are Hinduism, Christianity and Islam. Jainism, Judaism, Sikhism and Buddhism have smaller followings. The state's historic ties with the rest of the world have resulted in the state having many notable temples, churches and mosques. Kerala is home to the Kottakkavu church, one of the first churches in India founded by Thomas the Apostle when he reached Indian shores, Cheraman Mosque, the first mosque in India, which is considered to have existed even before the death of the Muhammad and Paradesi Synagogue, which is the oldest active synagogue in the Commonwealth of Nations.

Recognising the potential of tourism in the diversity of religious faiths, related festivals and structures, the tourism department launched a "Pilgrimage tourism" project.

Malayatoor, Paradesi Synagogue, Arthunkal, Thumpoly church, St. Mary's Forane (Martha Mariam) church, Kuravilangad built in 105 A.D, Attukal Pongala (which has the Guinness record for being the largest gathering of women in the world), and Chettikulangara Bharani
.

Gallery

See also

Notes and references

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  1. ^ "Kerala Tourism: Paradises in the world". The Hindu. Archived from the original on 4 September 2004. Retrieved 20 February 2012.
  2. ^ "Tourism beckons". The Hindu. 11 May 2004. Archived from the original on 4 September 2004. Retrieved 9 August 2006.
  3. ^ "Kerala Island Finds Mention In NatGeo's Best Destinations List". NDTV.com. Retrieved 16 January 2023.
  4. ^ "Ahmedabad and Kerala on TIME magazine's list of World's Greatest Places of 2022". India Today. Retrieved 16 January 2023.
  5. ^ "Kerala Only Indian State In New York Times List Of Places To Visit In 2023". NDTV.com. Retrieved 16 January 2023.
  6. ^ "Kerala Tourism – Superbrand". Superbrand status of Kerala Tourism brand. Government of Kerala. Archived from the original on 12 July 2006. Retrieved 9 August 2006.
  7. ^ "Andhra Pradesh top tourist destination: Tourism Ministry". Financialexpress.com. 18 July 2011. Archived from the original on 21 February 2014. Retrieved 13 August 2012.
  8. ^ "Shopping festival begins". The Hindu. 2 December 2007.
  9. ^ Narayanan, Chitra. "Kerala goes into MICE mission mode". @businessline. Retrieved 8 December 2020.
  10. ^ Mohindra 2003, p. 8.
  11. ^ "KERALA TOURISM STATISTICS 2019" (PDF). Kerala tourism. 20 February 2020. Retrieved 25 March 2020.
  12. ^ Kerala Tourism - Branding a Tourist Destination Archived 27 September 2007 at the Wayback Machine
  13. ^ Kerala is the world's fastest-growing tourism destination says Renuka Choudhry. Domain-b.com (17 August 2004).
  14. ^ "Kerala among TIME Magazine's top 50 world destinations to explore". The New Indian Express. Retrieved 16 January 2023.
  15. ^ "The only Indian state on New York Times list of places to go in 2023". Moneycontrol. Retrieved 16 January 2023.
  16. ^ "Kerala Tourism Statistics 2022" (PDF). Kerala tourism. 20 February 2023. Retrieved 25 March 2023.
  17. ISBN 81-902505-2-3
  18. ^ Govind, M.Harish. "Ramparts by the Arabian Sea". Magazine. The Hindu, 19 June 2005. Archived from the original on 20 January 2008. Retrieved 8 January 2008.{{cite web}}: CS1 maint: unfit URL (link)
  19. ^ MINUTES OF THE WORKSHOP ON RESPONSIBLE TOURISM FOR KOVALAM Archived 3 January 2008 at the Wayback Machine
  20. ^ "Best Beaches of Kerala". irisholidays.com. 14 February 2015.
  21. ^ Cuskelly, Claudia (22 January 2017). "New era in Indian getaways: Recharge your batteries with THIS safe-haven holiday to Kerala". Express.co.uk. Retrieved 14 August 2019.
  22. ^ Kerala Tourist Places
  23. ^ "7 Best Kerala Backwaters You Should Explore - Travel News India". travelnewsindia.com. 21 February 2017.
  24. ^ (Sreedharan 2004, p. 12).
  25. ^
    ISBN 978-8126415885
    .
  26. ISBN 978-81-200-4294-0
  27. ^ "Kochi becomes Biennale city". The Hindu. 13 December 2012.
  28. ISSN 0971-751X
    . Retrieved 20 January 2023.
  29. ^ Bhagyalekshmy 2004, pp. 6–7.
  30. ^ Incredible Kerala. Business-standard.com.
  31. ^ Jumbo tourism: Guruvayur temple to woo visitors Archived 13 April 2014 at the Wayback Machine

External links

Wikimedia Commons has media related to Tourism in Kerala.
Wikivoyage has a travel guide for Kerala.
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