Page |1 PROJECT REPORT ON KERALA TOURISM

Submitted in Partial fulfillment of the requirements of Post Graduate Diploma In Marketing and Sales Management (PGDMS) Submitted by: Aeshan Tandon Roll No. : PGDMS/D-A06

Institute OF Management Studies New Delhi YMCA

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MAJOR PROJECT REPORT

SUBMITTED TO: MRS NEELAM CHADDA

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ACKNOWLEGEMENT Countless thanks to all our college staff and my friends who have helped and supported me. Special thanks to our supervisor Mrs. Neelam Chadda for her great support who has constantly supported and guided me to the completion of this project she constantly acted as a guide for this project on each and every moment . Thank you! AESHAN TANDON ROLL.NO.-PGDMS/D-A06

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INDEX

Chapter

Topic

Page no. 5 8 9 10 11 12 13 67 73 76 77 83 87

1 2 3 4 5 6 7 8 9 10 11 12 13

Introduction Objectives of the Study Scope of the study Research Methodology Process of methodology of research Limitations of the study Profile of tourism in kerala Kerala tourism department corporation:promotion of tourism marketing Analysis and interpretation of data Kerala:Perspective on All in One Tourist Destination Questionnaires Conclusions and Recommendations Biblography

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CHAPTER 1 INTRODUCTION With the Arabian Sea in the west, the Western Ghats towering 500-2700 m in the east and networked by forty four rivers, Kerala enjoys unique geographical features that have made it one of the most sought after tourist destinations in Asia. An equable climate. A long shoreline with serene beaches. Tranquil stretches of emerald backwaters. Lush hill stations and exotic wildlife. Waterfalls. Sprawling plantations and paddy fields. Ayurvedic health holidays. Enchanting art forms. Magical festivals. Historic and cultural monuments. An exotic cuisine... All of which offer you a unique experience. And what's more, every one of these charming destinations is only a two hour drive from the other. If there is one place in the riveting diversity of India where there is tangible beauty and a phenomenal thing like total literacy, it is in Kerala. Kerala is full of good things. This small State in the southern tip of the Indian peninsula is an easy winner owning to its great mind-blowing landscape and infinity of intriguing customs, high-intensity cultural life and educated public so often dressed in white. From Kasargode to Thiruvananthapuram

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Kerala is choc-a-bloc with places that attract tourists and travelers from all over the world. Kerala, promoted as Gods Own Country is blessed by nature with varied geographical features like beaches, hill stations, backwaters, national parks & wild life sanctuaries. Befittingly, Kerala was adjudged as one of the Ten Paradises of the world by the National Geographic Traveler. Its unique culture and traditions, coupled with its varied demography has made Kerala one of the most popular tourist destinations in the world. Popular attractions in the state include the beaches such as Kovalam, Varkala, Marari, Bekal and Kannur. Keralas most popular backwater destinations are Kumarakom, Alappuzha, Kollam, Kochi and Kozhikode, and its best known hill stations are Ponmudi, Munnar, Wayanad and Wagamon. Kerala has a number of well- known wildlife reserves, including the Periyar Wildlife Sanctuary, Eravikulam National Park, Thattekkad Bird Sanctuary and Parambikulam Wildlife Sanctuary. Health / wellness tourism has been one of the strongest growth sectors over the past few years for Kerala, which has attracted attention as the home of Ayurvedic medicine - an ancient Indian science of natural medicinal herbs used for curative and relaxation purposes. Kerala is extremely rich in terms of culture and heritage- the traditional classical and folk arts in the state dates back over a thousand years. Not anywhere in the world can enjoy the charm and remote areas, but in Kerala can enjoy delicious. One of the most important and witchcraft are in

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remote areas of the state of Kerala Tourism idol. In this case, there are some gaps in the destination you can enjoy delicious cruise barge. Kovalam, Alleppey, Kollam, Fort Kochi, Kumarakom are just some of the most beautiful destinations and charming stagnant state of Kerala. These gaps with attractive landscapes and historical sites are equipped with terribly Temple alien languages, and romantic waterfalls, emerald green rice fields and many other sites and charming inspiration awesome. Kerala is famous for exotic flora and fauna, national parks and protected areas in the state of Kerala is known types of insurance on the house different from wild animals. The park's most famous nature reserves and India in the state of Kerala. Peppar nature reserves, nature reserves and protected areas Idduki Periyar, Silent Valley National Park, nature reserves Chen, Neyyar nature reserves and national parks, what are some of the famous Eravikulam national parks and sanctuaries of Kerala. To explore the tourists and nature lovers and lovers of nature, to enjoy a safari to the magic of delicious and exotic flora and fauna in the state of Kerala. Visit the popular resort of Munnar and the hills of the picturesque state of Kerala, which leaves the visitors with an attractive appearance to win. It is with tea, orange juice, coffee, and beautiful landscapes, waterfalls, playful, and so it is best equipped for the month of honey, nature lovers and tourists. Most couples in the world come to enjoy the holiday romantic holiday in Munnar. Do not forget to take a ride along the tea gardens, and ride the waves and the wind is cold, a wonderful image to display on the hills of Munnar, and more. Visit this beautiful hill station and forget how to take care of life. Other hill stations of Kerala Chembra peak Devikulam, Lakkidi

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with picturesque Ponmudi, a hill station, and is also very popular in the state of Kerala.

CHAPTER 2 OBJECTIVES OF THE STUDY 1. To study why kerala has become more successful destinations in the world. 2. To identify key tourist destinations within Kerala.

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CHAPTER 3 SCOPE OF THE STUDY This project study will cover the attractions of the state such as beaches,hill stations,wild life sanctuary,health/wellness tourism,culture,heritage etc.To explore the tourists and nature lovers to enjoy a safari to magic of exotic flora and fauna in the state of kerala.To review the statistics of the number of tourists i.e.both domestic and international tourists visiting kerala.To describe the services provided by KTDC and Department of tourism kerala.to review the factors leading to the growth of kerala tourism.To identify the income generated by kerala through Inbound Tourism.

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CHAPTER 4 RESEARCH METHODOLOGY Data can be classified under the two main categories, depending upon the sources used for the collection purposes, i.e., Primary data and Secondary data. The validity and accuracy of final judgment is most crucial and depends heavily upon how well the data is gathered in the first place. The methodology adopted for date gathering also affects the conclusions drawn there from. Primary data: Primary data are those data, which are collected by the investigator himself for the purpose of a specific enquiry or study. Such data are original in character and are generated by surveys conducted by individuals or research institutions. Thus we can say that the data that is being collected for the first time is called primary data. In this project report, primary data is collected through information from tourist,information centres,incredible india,online questionnaire to learn above views from travelers through email questionnaires. Secondary data: When a person uses data, which has already been collected by someone else, then such data is known as secondary data. In this project report, secondary data is collected through internet,magazines and academic textbooks

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CHAPTER 5 PROCESS OF METHODOLOGY OF A RESEARCH Data Collection methods There are two types of data: secondary and primary. The secondary data refer to those data which are gathered for some other purpose and are already available in the firms internal record and commercial, trade or government publications. On the other hand, primary data do not exist already in records and publications. The researcher has to gather primary data afresh for the specific study undertaken by him. The primary data are explicitly gathered for a specific research project at hand. 1. Developing a plan Research commences with derivation of the basic plan for the whole research which includes collection of data from different resources (mainly secondary sources i.e. internet and magazines), organizing the data and then giving the final touch to the study. 2. Collection of information Collection of data is done mainly from the secondary sources of data like internet etc. It includes search of data from different sites so maximum reliable data can be acquired for the study. 3. Organizing the data

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Finally main task is to organize the collected data in a systematic form so that data can be converted into good pack reliable information this can be understood by every individual. CHAPTER 6 LIMITATIONS OF THE STUDY 1. Secondary data which has been used in this project is not reliable. 2. Short time period to complete the project. 3. Attitude problems with the staff members. 4. Organization of data is also very tough task. 5. It depends upon the nature, and seasonality.

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CHAPTER 6 PROFILE ON TOURISM IN KERALA KERALA GODs OWN COUNYRY Tourism can be an important contributor to the growth of an economy. Growth of tourism is a significant part of the global expression of the new service economy. With the weakening of many other aspects of the economy, tourism is a new opportunity. India, though a late starter in tourism, is giving increasing priority to this sector. Located in the southernmost part of India, Kerala State has emerged as the most reputed tourist destination in the world in recent days. National Geographic Travel, after two years of research, has identified kerala as one of the 50 must see destinations in the world (Government of Kerala, Department of Tourism of Tourism 2001). Kerala offers a wide variety of tourist attractions, such as, ayurvedic health tourism, most charming beaches, mountain streams, waterfalls, colourful social events, backwaters and well-knit communication and transportation system. Kerala has a rich and singular cultural heritage with 100 per cent literacy, compared to around 50 per cent at the national level. This is a place where one can hear the prayers of the followers of different religions like Hinduism, Christianity, Sikhism, Buddhism, Jainism, Zoroastrianism and Behaism with communal harmony (Government of Kerala, Department of Tourism 2001). The State Government, having declared tourism a major industry on 1986, provides incentives and concessions to promote tourism products. Kerala Tourism Development Corporation, owned and managed by the Government of Kerala, is actively participating in building of tourism in the Kerala,

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Gods own Country, has emerged as the most acclaimed tourist destination in the country. Beaches, warm weather, backwaters, hill stations, waterfalls, wild life, Ayurveda, year round festivals and the diverse flora and fauna make Kerala a unique destination for tourists. During the last few years, the State Government has been giving very high priority to this sector. Kerala has an area of 3,88,64 square kms, which represents only one per cent of the total area of India. However, it supports a population of more than 30 million, which accounts for four per cent of the total population of the country. It has the lowest infant mortality rate, the highest life expectancy rate and excellent quality of life (Government of Kerala, Economic Review 2001). Malayalam is the main language. However, English is also in common use, especially in the fields of education, administration and communication. The State can be divided into three geographical regions: (a) high lands; (b) midlands; and (c) coastal low lands. The high lands slope down from the Western Ghats which rise to an average height of 3,000 feet with a number of peaks well over 6,000 in height. This is the area of major plantations like tea, coffee, rubber, cardamom and other species. The midland region is lying between the mountains and the low lands comprise fascinating hills and valleys. This is an area of intensive cultivation. Coconuts (the title Kerala itself denotes the land of kera, i.e. coconut), areca nuts, tapioca, banana. rice, ginger, pepper, cardamom, sugarcane and vegetables of different varieties are grown in this area. The low lands or coastal area, made up of river deltas, backwaters and the shore of the Arabian Sea, is a land of coconut and rice (the main food item) as well as fishing and fish culture. The lush-green State of Kerala is mainly an agricultural land. Fisheries, coir, handloom and handicrafts constitute the major traditional industries in the

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State. The highest advantage for international tourism in Kerala is that the State is strategically located midway on the tourist trade corridor connecting Europe to the Pacific Rim. Keralas model for success Strong Brand positioning Thinking out side of the Box Product Differentiation Model public/private partnership Tremendous political support Public Acceptance

Performance of Kerala Tourism Kerala is today the most acclaimed tourist destination in India with its Super brand 'God's Own Country' and is continuing as one of the prime tourist destinations of South Asia. Tourism industry in Kerala not only facilitates infrastructure development but also help in balanced and sustainable regional growth by generating income and creating employment opportunities. Global economic slowdown is expected to impact the tourism sector globally and regionally. The challenge of Kerala's tourist sector is to see how Kerala tourism could cope up with the crisis and how to structure its activities to a competitive advantage.

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Kerala Tourism Development Corporation (KTDC) KTDC is a commercial agency, which is actively participating in building up basic infrastructure needed for the development of tourism in the State. They operate star hotels, budget hotels, motel Araams and way side facilities, Yatri Nivases, restaurants and beer parlours, central reservation systems and conducted tours. The number of bed available for the year 2007-08 is around 411700. Of this domestic tourists occupied 106123 and foreign tourists 19532 beds. The hotel sector forms one of the most important parts of tourism industry. Kerala has to its credit a total of 7654 rooms in classified hotels, the maximum number of rooms being in 3-Star categories.

Ecotourism initiatives Implemented Through Forest Department The Forest Department for developing is evolving community spots Vana / Eco modalities identified through

based ecotourism products to the already potential the ecotourism of (VSS) institution Samithy

Samrakshana

Development Committees (EDC) ie., the committee of the local dependent communities. Certain successful models of these efforts are programmes at Athirappally, Vazhachal and Thekkady. Community led ecotourism

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activities are already in place at Palaruvi, Kallar, Chinnar, Aralam, Thommankoothu etc. During the year Government of Kerala had accorded sanction for implementing the centrally sponsored scheme named southern ecotourism circuit aimed at a series of ecotourism developments so as to form a circuit. The areas in the circuit include: Neyyar Wildlife Sanctuary (Thiruvanathapuram District) Thenmala (Kollam District) Konni Ecotorism (Pathanamthitta District) Gavi (Pathanamthitta District) Periyar Wildlife Sanctuary (Idukki District) Munnar (Idukki District) Chinnar Wildlife Sanctuary (Idukki District) Chulannur (Palakkad District) Kambamala (Palakkad District)

Awards & Recognitions Kerala Tourism continued to win world wide awards and recognitions and few of them are listed Best Tourism State Award from Government of India in 2006-07. This was followed by two related awards - best tourism village

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Aranmula

and

best

tourism

website-W.W.W.

KERALATOURISM.ORG. Smart Travel-Asia selected Kerala as its 3rd best tourism destination. Kerala is one of the three top finalists in WTTCs Tourism for tomorrow international destinations competition. Berlin Golden City Gate Award (ITB Berlin) for the Best Tourism Film. PATA Grand award for Zero Waste in the Environment category and two Gold awards for Kumbalangi Tourism Village and Ayurveda - Mantra of Nirmaya. UNESCO awarded Asia Pacific Heritage Awards for Heritage Conservation, 2006.

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ATTRACTIONS The long history of communal harmony and cordial population contributes to the strength of the tourism industry of Kerala. Besides, it has strong attractive features like backwaters, charming beaches, wildlife sanctuaries, ecotourism, ayurvedic health tourism, martial art forms, monumental edifices and legendary festivals. The backwaters form a unique attraction of Kerala. They include lakes and ocean inlets. There are 44 rivers cutting across the State, with innumerable tributaries and branches. The former Prime Minister A.B. Vajpayees holiday at the resort of Kumarakom in Kerala in December 2000 has opened up vistas for backwater tourism and houseboat cruise in the lakes and backwaters of Kerala. Keralas 600 km long seashore provides charming beaches. They offer the tourists the unique experience of sea bath followed by sunbath on the sand. Places of different attractions, like Kovalam, Varkala, Thirumullavaram, Kappad and Bakel have added fascination and beauty. Kappad beach has also the historical importance as being the place where Vasco de Gamma from Portugal reached by sea in 1492. Monumental edifices like temples, churches, mosques and synagogues make the land specially attractive and unique to the tourists. The harvest and legendary festivals like Onam, Vishu, Thrissur Pooram and Aranmula Vallamkali reflect the cultural heritage of kerala.

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There are popular attractions in the state such as BEACHES BACKWATER DESTINATIONS WILDLIFE SANCTUARY HILL STATIONS

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BEACHES IN KERALA

Beaches in the Indian state of Kerala are spread along the 550-km Arabian Sea coastline. Kerala is an Indian state occupying the south-west corner of the subcontinent. The topography of the coastline is distinctive and changes abruptly as one proceeds from north to south. In the northern parts of Kerala, in places such as Bekal, Thalassery and Kannur, the headlands rise above the shore from the fringe of the beaches. The highlands are dotted with forts

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built by the colonial powers the Portuguese, the Dutch and the British. The view of the surrounding area is exquisite. From Kozhikode, once the hub of the Malabar coast, the view changes to flat lands with rocky outcroppings jutting out. One feature is common all through the coconut tree in large numbers. Dense groves of coconut trees line the coast and extend to the interiors. Some of the well known beaches of Kerala such as KOVALAM BEACH MARARI BEACH BEKAL BEACH VARKALA BEACH

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KOVALAM BEACH

Location: Just 16 km from Thiruvananthapuram city, South Kerala. Kovalam is an internationally renowned beach with three adjacent crescent beaches. It has been a favourite haunt of tourists, especially Europeans, since the 1930s. A massive rocky promontory on the beach has created a beautiful bay of calm waters ideal for sea bathing.

The leisure options at this beach are plenty and diverse. Sunbathing, swimming, herbal body toning massages, special cultural programmes and catamaran cruising are some of them. The tropical sun acts so fast that one can see the faint blush of coppery tan on the skin in a matter of minutes. Life on the beach begins late in the day and carries on well into the night. The beach complex includes a string of budget cottages,

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Ayurvedic health resorts, convention facilities, shopping zones, swimming pools, Yoga and Ayurvedic massage centres. Thiruvananthapuram, the capital city of Kerala, is just 16 km away from Kovalam and getting there is no hassle. But if you are on holiday it is better to stay in Kovalam and visit the city. The City of Thiruvananthapuram has interesting places to see like the Napier Museum, the Sri Chitra Art Gallery, the Padmanabhaswamy Temple, Ponmudi hill station etc. SMSM Institute, a State owned handicrafts emporium, is the ideal place to pick up ethnic curios and other articles.

Best time to visit: September to March, though it is an all-yearround destination.

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VARKALA BEACH

Varkala Beach, also known as Papanasam beach is a beach in Varkala, Thiruvananthapuram, Kerala, India, along the Arabian Sea, part of the Indian Ocean. The word Papanasam means wash away sins. It is believed that a dip in the waters of Papanasam Beach washes away all the sins in one's life. Varkala beach is the only place in southern Kerala where cliffs are found adjacent to the Arabian Sea.[1] These tertiary sedimentary formation cliffs are a unique geological feature on the otherwise flat Kerala coast, and is known among geologists as Varkala Formation and a geological monument as declared by the Geological Survey of India. There are numerous water spouts and spas on the sides of these cliffs.The beach is a haven for sun-bathing and swimming. The evening views of the sunset are worth lingering over. There are several small restaurants and snack shops near and around Papasnanam beach, which attracts the maximum visitors both for leisure as well as for religious reasons.

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BEKAL BEACH

Bekal Beach is one of the beautiful beaches of India and it is located in the northern tip of Kerala at the distance of 15 Km from Kasaragod.

Gushing waves, peaceful surroundings, awesome green palm trees as well as sandy beaches combines to offer you the perfect picture of what you would dream of a beautiful beach holiday. Bekal Beach stands true for your thoughts and its bound to depart you fascinated of the wonderful memories of this place remaining with you for a very long time.

The beach gets illuminated during the evening hours so that tourists can spend more time at the beach even after the sun sets. We recommend you to carry swimwear and sunscreen lotion because swimming is allowed on the beach. You can also carry your handy cam or your digital camera to capture the memories of Bekal Beach.

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Bekal Beach is developing rapidly as an international beach destination. The best time to visit Bekal Beach would be between February and June. In winter months there is less visibility and you are recommended to plan your visit to Bekal Beach on summer season.

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MARARI BEACH

Marari Beach is a beach in Alappuzha District of Kerala, India. Barely 11 km from Alappuzha (Alleppey) town, this sleepy little village (also called Mararikulam), is an idyllic location for a vacation. Currently there are only a few resorts in the area: the 'Marari Beach Resort' belonging to CGH Earth chain of resorts, the 'Turtle Beach Resort' by Abad Group,the new 'Carnoustie Beach Resort' 10km north of Mararikulam and the new 'Erandia Marari', a stylish ayurvedic beach resort. There are a couple of small boutique properties: 'Marari Villas' and a 'A Beach Symphony', as well as a number of homestays. Muthoot Leisure & Hospitality Services, part of the Muthoot Group, has begun construction of a 100 bedroom resort. The beach is clean and safe for swimming.

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BACKWATER DESTINATIONS IN KERALA

he Kerala backwaters are a chain of brackish lagoons and lakes lying parallel to the Arabian Sea coast (known as the Malabar Coast) of Kerala state in southern India. The network includes five large lakes linked by canals, both manmade and natural, fed by 38 rivers, and extending virtually half the length of Kerala state. The backwaters were formed by the action of waves and shore currents creating lowbarrier islands across the mouths of the many rivers flowing down from the Western Ghats range. Some of the well known back water destinations in kerala such as Kumarakom Kochi Kozikhode Alappuzha

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Kollam Kumarakom

Kumarakom is a popular tourism destination located near the city of Kottayam (16 kilometres (10 mi)), in Kerala, India, famous for its backwater tourism.[1] It is set in the backdrop of the Vembanad Lake which is the largest freshwater lake in the state ofKerala.[2] Kumarakom is home to a wide variety of flora and fauna. Kumarakom Bird Sanctuary is a noted bird sanctuary where many species of migratory birds visit. The Vembanad Lake, the largest backwater in Kerala, is habitat for many marine and freshwater fish species and it teems with Karimeen (Pearl spot also known as Etroplus suratensis) shrimp (Metapenaeus dobsonii) common name Poovalan chemeen. The bird sanctuary extends over 14 acres (57,000 m), and came into existence following preservation efforts from the government. If you are lucky you will chance upon a Siberian Crane, a special visitor during the migratory season.[3]It is a very beautiful place to live. It is a major tourist attraction.

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Kochi

Kochi ([koti ] ( listen)), formerly Cochin, is a major port city on the west coast of India by the Arabian Sea and is part of thedistrict of Ernakulam of the state of Kerala. Kochi is often called by the name Ernakulam, which refers to the mainland part of the city. The civic body that governs the city is the Corporation of Cochin, which was constituted in the year 1967, and the statutory bodies that oversee its development are and the Greater the Goshree Cochin Islands Development Development Authority (GCDA) Authority (GIDA).

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KOZHIKODE

Kozhikode (also known as Calicut) has backwaters which are largely unexplored by tourist hordes. Elathur, the Canoly Canal and the Kallayi River are favourite haunts for boating and cruising. Korapuzha, the venue of the Korapuzha Jalotsavam is fast becoming a popular water sport destination.

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ALAPPUZHA

With

the Kuttanad region

and

the

Vembanad

Kayal

nearby, Alappuzha (earlier known as Alleppy) attracts tourists throughout the year. The criss-crossing canals in the area evoke comparisons with Venice, but the differences are also substantial. Each has an identity of its own. Amongst the notable sights is the palm covered Pathiramanal Island in Vembanad Kayal, one hour by boat from Alappuzha.[2] The place is famous for the snake boat races and also has a number of historic colonial buildings and a beach. Kollam and Alappuzha connected to a beautiful lake named Kayamkulam Lake. Now newly started a major snake boat race in Kayamkulam basis.Kayamkulam town and National Thermal Power Plant are located in the banks of Kayamkulam Lake.(A part of ashtamudi Lake)[13]

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KOLLAM

Kollam (earlier known as Quilon) was one of the leading trade centres of the ancient world, eulogised by travellers such as Ibn Battuta and Marco Polo. It is also the starting point of the backwater waterways. The Ashtamudi Kayal, known as the gateway to the backwaters, covers about 30 per cent of Kollam.[2] Sasthamcotta Kayal, the large fresh water lake is 28.5 km from Kollam city. The 8 hours boat ride from Kollam to Alappuzha is the longest cruise in Kerala and is delightful ride with lotuses and water lilies all around.[12] The historic Thangasseri Fort is near Kollam, which is situated 71 km north of Thiruvananathapuram.

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WILDLIFE SANCTUARY IN KERALA

Kerala has a forest area of 11,125 sq km, which covers almost 29 percent of the total land area of the state. There are Five National Parks and 13 Wildlife Sanctuaries in Kerala. These parks and sanctuaries cover 2250 sq km, which is 24 percent of the total forest area and 6 percent of the total land area of the state. All these National

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Parks and sanctuaries are famous tourist destinations and are frequently visited by tourists to experience the enjoyment of watching wildlife in their natural habitat and to get a feel of the scenic excellence of Kerala.

Some of the well known wild life sanctuaries in kerala are: Periyar Eravikulam Thattekad Parambikulam

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Periyar

Periyar National Park and Wildlife Sanctuary (PNP) is a protected area in the districts of Idukki and Pathanamthitta in Kerala, south India. It is notable as an elephant reserve and a tiger reserve. The protected area covers an area of 925 km2 (357 sq mi). 350 km2 (140 sq mi) of the core zone was declared as the Periyar National Park in 1982. The park is often called the Periyar Wildlife Sanctuary. It is also referred to by the name "Thekkady". It is set high in the Cardamom Hills and Pandalam Hills of the southern Western Ghats along the border with Tamil Nadu state. The park is located 4 km (2.5 mi) from Kumily, approximately 100 km (62 mi) east of Kottayam, 110 km (68 mi) west of Madurai and 120 km (75 mi) southeast of Kochi.[1

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Eravikulam

Eravikulam National Park is a 97 km national park located along the Western Ghats in the Idukki district of Kerala in India, between 1005'N 1020'N latitude and 770'E - 7710'E longitude. See:map. Eravikulam National Park[1] is administered by the Kerala Department of Forests and Wildlife, Munnar Wildlife Division, together with the nearby Mathikettan Shola National Park, Anamudi Shola National Park, Pambadum Shola National Park, Chinnar Wildlife Sanctuary and the Kurinjimala Sanctuary.[2] The Western Ghats, Anamalai Sub-Cluster, including all of Eravikulam National Park, is under consideration by the UNESCO World Heritage Committee for selection as a World Heritage Site.[3]

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Thattekad

The Thattekkad Bird Sanctuary, covering an area of barely 25 km, and located about 60 km north-east of Kochi (Kerala state, India), was the first bird sanctuary in Kerala. Salim Ali, one of the best known ornithologist described this sanctuary as the richest bird habitat on peninsular India.[1] Thattekkad literally means flat forest, and the region is an evergreen lowland forest located between the branches of Periyar River, the longest river in Kerala. The Thattekkad Bird Sanctuary has a rich and varied birdlife. Several species of birds, both forest birds as well as the water birds, visit the sanctuaries, and the important ones include the following: The Indian Pitta, which visits the sanctuary during winter and spends almost six months here.

Ground Thrush, an orange-headed bird Large-billed Leaf-warbler Jerdon's Nightjar Indian Cuckoo Darters Cormorants Whiskered Terns Collared Scops Owl Frogmouths, which are nocturnal birds Pompadour Green Pigeon Yellow-browed Bulbuls

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The sanctuary is a habitat for different varieties of cuckoos and a region of the sanctuary popularly called "Cuckoo Paradise" is home to them, among which are the:

Drongo Cuckoo, which may be easily mistaken for Drongo, Indian Hawk Cuckoo, which is highly vocal, and the Large Hawk Cuckoo, which looks relatively massive compared to other types of cuckoos, and is characterized by a dark grey and heavily streaked throat.

The Edamalayar forest is located about 15 km from Thattekkad Bird Sanctuary. This is also an evergreen forest located above the Edamalayar River. The Mountain Hawk Eagles are found in this forest. Other birds in this forest include Dark-fronted Babbler, Brown-cheeked Fulvetta, Brownbacked and White-rumped Needletails, and Emerald Green Pigeons.

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Parambikulam

Parambikulam Wildlife Sanctuary is a 285 square kilometres (110 sq mi) protected area in Chittur taluk in Palakkad district of Kerala state, South India. Established in 1973, it is in the Sungam range of hills between the Anaimalai Hills and Nelliampathy Hills.[1][2][3] The Western Ghats, Anamalai Sub-Cluster, including all of Parambikulam Wildlife Sanctuary, is under consideration by the UNESCO World Heritage Committee for selection as a World Heritage Site.[4] The sanctuary is the home of 4 different tribes of indigenous peoples including the Kadar, Malasar, Muduvar and Mala Malasar settled in six colonies. Parambikkulam Wildlife Sanctuary was declared as part of the 391 square kilometres (151.0 sq mi)[5] Parambiculam Tiger Reserve on February 19, 2010.

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Hill stations in Kerala

Kerala has a long chain of lush, mid-clad hill stations that are home to exotic wildlife. All the hill resorts in Kerela offer the most enchanting experience of nature in all its virgin beauty. Some of the well known hill stations in kerala are: Munnar Wayanand Vagamon Ponmudi Ezhimala Ranipuram Peermade Pythalmala

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MUNNAR .

Munnar is a hill station on the Western Ghats, a range of mountains situated in the Idukki district of the Indian state of Kerala. The name Munnar is believed to mean "three rivers",[2] referring to the town's strategic location at the confluence of the Madhurapuzha, Nallathanni and Kundaly rivers.[3] Munnar town is in Kannan Devan Hills ( KDH ) Village in Devikulam taluk and is the largest panchayat in the Idukki district having an area measuring nearly 557 km.[citation needed] The nearest major railway stations are at Ernakulam and Aluva (approximately 140 kilometres (87 mi) by road). The nearest airport is Cochin International Airport, which is 105 kilometres (65 mi) away.

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WAYANAND

Located at an altitude of 700-2100 m above the sea level, Wayanad is a leading Tourist destination of Kerala, South India. Known for its luxurious plantations of rubber, coffee, tea, cardamom, and pepper that stretch over the hills of Wayanad as long as eye can see, Wayanad is one of the most rejuvenating places in South India. The hill ranges of Vythiri taluk (taluk is a sub division of a district), through which the road from Kozhikhode ascends the Wayanad plateau over the astonishing bends and ridges, are the highest locations of the district.

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VAGAMON

Vagamon (Malayalam: ) is a hill station located in Kottayam-Idukki border of Idukki district of Kerala, India. It has a cool climate with the temperature between 10 and 23 C during a summer midday. It is situated 1,100 meters above sea level. Vagamon also known as the 'Scotland of Asia', was discovered by the British who found the place ideal for tea plantations and they were followed by Christian missionaries who built their abode of service at Kurisumala in Vagamon. National Geographic Traveler has listed Vagamon on their directory of the '50 most attractive places to visit in India.

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PONMUDI

Ponmudi (Malayalam: ) (the Golden Peak) is a hillstation in the Thiruvananthapuram district of Kerala in India. Its located 61 km north-east of Trivandrum city at an altitude of 1100 m. It is a part of the Western Ghats mountain range that runs parallel to the Arabian Sea. Ponmudi is blessed with scenic splendor and natural beauty, Ponmudi has a carpet of thick tropical forest that rolls down to the foot of the hill range. No doubt, the salubrious atmosphere and the twisted trails across clear streams must have contributed to her health.

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EZHIMALA

Ezhimala (also known as Ezhimalai), a hill reaching a height of 286 metres, is located in Kannur District of Kerala, South India. As the former capital of the ancient Mushika Kingdom, it is considered to be an important historical site. It is a conspicuous, isolated cluster of hills, forming a promontory 38 km north of Kannur Town. A flourishing seaport and center of trade around the beginning of the Common Era, it was also one of the major battlefields of the Chola-Chera Wars of the 11th century. It is believed by some that Lord Buddha had visited Ezhimala. The hill was once known as Mount Delly by the English or Monte D'Ely by the Portuguese.[1]

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Ranipuram

Ranipuram (ooty of kerala Malayalam: ) is a hill station located within Kasargod district of Kerala state [Panathady Panchayat, Hosdurg Taluk], south India. It is located about 48 kilometres (30 mi) east of Kanhangad on the Panathoor road branching off at Panathady and lies 750 m (2,460 ft) above sea level adjacent to Bhagamandala forest range. Panathady-Ranipuram 10 km.

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PEERMADE

Peermade is a hill station in the state of Kerala, India. It is high in the Western Ghats, 915 metres above sea level, and 85 km east of Kottayam on the way to Thekkady. The landscape of Peermade includes spectacular waterfalls, open grass lands and pine forests.[1] It was once the summer retreat of the Maharajas of Travancore. Tamil people are the most majority in peermade . Periyar Wildlife Sanctuary, one of the largest wildlife reserves in India, is 43 km away. It has herds of elephants and other wildlife as well as lakes. The name is sometimes related to the Sufi saint, Peer Mohammed, or means "hill of the Peer".

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PYTHAL MALA

One of the adorable Hill Station of kerala is 65kms. from Kannur and is situated 4500 ft. above sea level near the Kerala - Karnataka Border. A white mist engulfing the location under its mystical cover, thick, lush green forestation all around and the air filled with chirping of birds. An exhilarating view of the surroundings, as one would imagine being 4500 ft. above sea level. It is a 6 kms trek to the top of the hills. Abundant in flora and fauna, this place is now being developed as a Kerala hill resort. One has to trek 6 kms to reach the top of the hills. There is a proposal to set up a zoo at the top of the hill. This enchanting Kerala hill station offers a challenging trek to those inclined to stretch their legs. Trekkers are rewarded by a profusion of exotic flora and fauna and a breathtaking view from the top.

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DEVIKULAM

Devikulam is a small hill station about 16 km from Munnar in the Idukki District of the southern state of Kerala in India. It is 1800 m above sea level.[

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NELLYAMPATHY

Nelliampathi is a popular hill station 60 km away from Palakkad in Kerala, a small state in south India. It is surrounded by tea and coffee plantations and has excellent weather conditions. The journey to Nelliampathi itself is an experience. The only route is from Nemmara, from where the first town of Nelliampathi, namely Kaikatty junction, is at a distance of 26 km. At the 9th kilometer is the Pothundi Dam, a small irrigation dam which provides water for the rice fields in the surrounding area. The dam is at the foot of the Nelliampathi hills. From here, the road winds up for the next 17 km, with many hairpin turns on the way. Immediately after Pothundy dam, comes the government forest, where one can see massive teak trees. The road is very narrow and requires a skilled driver behind the wheel. On the way, one can see wild animals like monkey, deer and porcupine. The view of the Pothundy dam from the height is a breathtaking sight. There will be many waterfalls by the roadside during the rainy season.

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PERUVANNAMUZHI

Peruvannamuzhi is a beautiful hill station situated in Kozhikode which is 60 kms away in Kerala. The other attractions here are the Crocodile farm and Bird sanctuary which is popular among many tourists and attracts many people. This place is also famous among the people as a picnic spot where they come here to enjoy with their family and friends. Many people come here on weekends just to enjoy the beautiful surrounding and splendid atmosphere. Peruvannamuzhi Dam is a popular picnic spot which is situated amidst hills. There are facilities made from reservoir for the rowboat cruises and speed boat. This region is famous for picnics where there are many things to explore. When one uses the facilities for the rowboat and speed boat, one can view the beautiful garden known as Smaraka Thottam which is built in respect and remembrance of the freedom fighter of this region. This place is also famous for the crocodile farm and bird sanctuary where People from near and far places come to visit this place. It is mostly loved by people who love nature, birds and photography where they can take beautiful pictures of nature as well as the birds that this will make of this trip mark for their life.

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CULTURE OF KERALA

The culture of Kerala is composite and cosmopolitan in nature and it's an integral part of Indian culture.[27] It has been elaborated through centuries of contact with neighboring and overseas cultures.[288] However, the geographical insularity of Kerala from the rest of the country has resulted in development of a distinctive lifestyle, art, architecture, language, literature and social institutions.[27] There are around 10,000 festivals celebrated in the state.[289] The Malayalam calendar, a solar calendar started from 825 CE in Kerala,[290] finds common usage in planning agricultural and religious activities. OME OTHER ATTRACTIONS OF THE STATE: There are some other attractions of the state.They are: DANCE MUSIC CINEMA LITERATURE CUISINE

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DANCE

Kerala is home to a number of performance arts. These include five classical dance forms: Kathakali, Mohiniyattam, Koodiyattom, Thullal and Krishnanattam, originated and developed in the temple theatres during the classical period under the patronage of royal houses.[292] Kerala natanam, Kaliyattam, Theyyam, Koothu and Padayani are other dance forms associated with the temple culture of the region.[293] Some traditional dance forms such as Margamkali, Parichamuttu and Chavittu nadakom are popular among the Christians,[294][295][296] while Oppana and Duffmuttu are popular among the Muslims of the state.[2

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MUSIC

Development of classical music in Kerala is attributed to the contributions it received from the traditional performance arts associated with the temple culture of Kerala.[298] Development of the indigenous classical music form, Sopana Sangeetham, illustrates the rich contribution that temple culture has made to the arts of Kerala.[298] Carnatic music dominates Keralite traditional music. This was the result of Swathi Thirunal Rama Varma's popularisation of the genre in the 19th century.[288] Raga-based renditions known as sopanam accompany kathakali performances.[299] Melam; including the paandi and panchari variants, is a more percussive style of music:[300] it is performed at Kshetram-centered festivals using the chenda.[301] Panchavadyam is a different form of percussion ensemble, in which artists use five types of percussion instrument.[302] Kerala's visual arts range from traditional murals to the works of Raja Ravi Varma, the state's most renowned painter.[298] Most of the castes and communities in Kerala have rich collections of folk songs and ballads associated with a variety of themes; Vadakkan Pattukal (Northern Ballads), Thekkan pattukal (Southern Ballads), Vanchi pattukal (Boat Songs), Mappila Pattukal (Muslim songs) and Pallipattukal (Church songs) are a few of them.[

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Cinema

Malayalam films carved a niche for themselves in the Indian film industry with the presentation of social themes.[304][305] Directors from Kerala, like Adoor Gopalakrishnan, John Abraham, and G. Aravindan, have made a considerable contribution to the Indian parallel cinema. Kerala has also given birth to numerous actors, such as Bharath Gopi, Prem Nazir, Mammotty, Mohanlal, Suresh Gopi, Murali, Oduvil Unnikrishnan, Cochin Haneefa, Thilakan and Nedumudi Venu. Late Malayalam actor Prem Nazir holds the world record for having acted as the protagonist of over 720 movies.[306] Since 1980s, actors Mammootty and Mohanlal have dominated the movie industry; Mammootty has won three national awards while

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Mohanlal has two to his credit.[307]

Literature

Malayal am literature starts from the late medieval period and includes such

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notable writers as the 14th-century Niranam poets (Madhava Panikkar, Sankara Panikkar andRama Panikkar),[308][309] and the 17thcentury poet Thunchaththu Ezhuthachan, whose works mark the dawn of both modern Malayalam language and poetry.[310][311] Paremmakkal Thoma Kathanar and Kerala Varma Valiakoi Thampuran are noted for their contribution to Malayalam prose.[312] [313][314] The "triumvirate of poets" (Kavithrayam): Kumaran Asan, Vallathol Narayana Menon, and Ulloor S. Parameswara Iyer, are recognised for moving Keralite poetry away from archaic sophistry and metaphysics, and towards a more lyrical mode.[315][316][317] In the second half of the 20th century, Jnanpith winning poets and writers like G. Sankara Kurup, S. K. Pottekkatt, Thakazhi Sivasankara Pillai, M. T. Vasudevan Nair and O. N. V. Kurup had made valuable contributions to the modern Malayalam literature.[318][319][320][321][322] Later, writers like O. V. Vijayan, Kamaladas, M. Mukundan, Arundhati Roy, had gained international recognition.

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Cuisine

Kerala cuisine has a multitude of both vegetarian and non-vegetarian dishes prepared using fish, poultry and meat. Culinary spices have been cultivated in Kerala for millennia and they are characteristic of its cuisine.[327] Rice is a dominant staple that is eaten at all times of day.[328] Breakfast dishes are frequently based on the rice preparations idli, puttu Idiyappam, or pulsebased vada or tapioca.[329] These may be accompanied by chutney, kadala, payasam, payar pappadam, Appam, egg masala and fish curry.[186] Lunch dishes include rice and curry along with rasam, pulisherry and sambar.[330] Sadhya is a vegetarian dish, often served on a banana leaf and followed with a cup of payasam.[331] Popular snacks include banana chips, yam crisps, tapioca chips, unniyappam and kuzhalappam.[332][333][334] Non-vegetarian dishes, including those with beef and pork, are popular in the state.[335] Sea food specialities include karimeen, prawn, shrimp and other crustacean dishes.

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TOURIST FACILITIES IN KERALA Kerala offers a wide range of tourist facilities such as TRANSPORTATION RECREATION SHOPPING ACCOMODATION AND RESTAURANTS

TRANSPORTATION

All the tourist destinations in the State are linked by roads and rails. Three international airports: Trivandrum, Cochin and Calicut, the international

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seaport at Cochin and the major railheads ensure easy assess to any part of the State. It is also an attractive feature that Kerala possess worldwide communication network facilities throughout. These facilities are widely used by tourists as well as by natives whose relatives are settled all over the world.

RECREATION

Kerala offers a wide variety of recreation and entertainment facilities like swimming pools, boating, tennis courts, other indoor and outdoor sports, theatres, music program and amusements parks for kids, teenagers and youths, married and single tourists.

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SHOPPING

Kerala is famous for handicrafts like Aranmula mirror, woodcraft and ivory work, and every tourist visiting Kerala gets attached to them. The rich aroma of species like pepper and cloves lure tourists from all over the world. The handloom fabrics and coir products of Kerala also reflect the traditional skills of Keralites. All these products are available at reasonable rates from shops located in the tourist destinations

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ACCOMODATIONS AND RESTAURANTS

There are several hotel chains throughout the State with budget choices. The kerala Tourism Development Corporation, owned and managed by the Government of Kerala, operates star hotels and budget hotels in all the important tourist destinations in the State. Private sector investments have also been playing a vital role in providing accommodation to the tourists in hotels and resorts. Non-resident Keralites have also since identified tourism as a high growth sector for investment. The State government has initiated steps for developing infrastructure with private sector investment for better management (Government of kerala, Department of Tourism 2001).

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The hotels in Kerala take care of reception, boarding, lodging, entertainment, shopping, personal care, communication, transport and health care. The restaurants attached to the hotels and operated all over the State cater to the tastes and needs of tourists.

KERALA

TOURISM

DEVELOPMENT

CORPORATION:

PROMOTION OF TOURISM MARKETING The State of Kerala proudly owns and operates two platforms and organizations for implementing its creative plans and strategies of tourism marketing. The first and oldest is the service sector under the umbrella by the coverage of State The Department of Tourism headed director. hospitality/guest department

originally attached to the Royal Palace to manage the food, accommodation and entertainment facilities of the guests of the royal family was transformed to the current State Department of Tourism under the Ministry of Tourism of the Government of Kerala. The State Department of Tourism (SDT) successfully carries out its wide and diverse functions under 3 major divisions, namely 1) hospitality 2) Planning and development and 3)

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Publicity and Festival. Importantly SDT functions are service oriented and not profit motivated. State Department of Tourism (Directorate of Tourism) is the apex body in the state to monitor, supervise and regulate the various promotion activities of tourism in the state. The Kerala Tourism Development Corporation (KTDC) is a government-authorized agency that regulates and controls all activities related to tourism in Kerala. KTDC has its head quarter in Thiruvanthapuram. KTDC has also its offices in all the other districts of Kerala. It offers resorts, hotels, and rest houses to the tourist in all the major spots of the place. Tourism is totally a consumer-oriented industry. Tourists hail from nations, different groups of The products

income, age, sex and occupation. tourist

tailored to suit the growing and diverse requirements of tourists pointedly account for the success of the business. Being a government agency, KTDC occupies a lead and key role to probe into and identify the views and needs of the tourists, both domestic and foreign, for rendering better service in tune with the changing demand and requirements.

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Official host of God's own Country is the slogan of KTDC. This department gains several awards for hospitality and generosity. KTDC is well known for the highest set of hotels in Kerala, offers all the excellent ways to knowledge of Kerala. The hotels offered by KTDC are generally 3 and 4 star and the heritage category resorts Aranya Nivas Thekkady, Lake Place Thekkady, Hotels Samudra Kayalam, Water Scapes kumarakom, Tea County Munnar and hotel Mascot are some of the fabulous places offered by KTDC. Kerala Travel Development Corporation (KTDC) is the most reliable tour operator and travel agents in Kerala. The service is now able to give the travelers all information's regarding ticketing, visa facilitation, national and international air ticketing and several striking tour packages.

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ORGANISATION OF KERALA TOURISM DEPARTMENT

In Kerala the pioneering agency in the tourism sector is the Department of Tourism (DOT), Government of Kerala which has to take the lead by implementing strategic management. Funds to KTDC, BRDC and DTPCs are provided by the DOT from the budgetary allocations.

The chart presents the cultural organisational structure of the Department of Tourism, Kerala with so much bureaucratic ladders. The structure is unscientific and must be revised to suit the

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implementation of strategic management. Addl. Director Eco-tourism has none to be supervised. In the lower part, a series of deputy directors along with the Ass. Executive Engineer, J. Superintendent, and store keeper are listed with no upward connection. Decentralisation of authority downwards is not systematic. There is no committee form of organisation to assist the top echelons of the organisation. Therefore, there is a need for a new organisational structure showing the flow of authority and accountability in the state department of tourism.

Tenth Five Year Plan and Kerala Tourism The growth of Kerala economy during the first four years of Ninth Plan were 1997-98 2.2%, 1998-99 6.2% and 2000-01 6.9%. The total outlay of the tenth plan for Kerala is Rs.24000 crores and for the annual plan 2002-03 is at Rs.3750 crores. Allocation for tourism during the tenth plan is Rs.1000 crores. Annual plan for 2002-03 will be Rs.80 crores. Uniqueness of Tourism in Kerala The very feature of Kerala as a tourist destination is that almost all the tourism products are available here-an ayurvedic resort to rejuvenate body and mind or a houseboat cruise through backwaters or getting the feel of a divine atmosphere by visiting pilgrim centres or simply considering oneself as a part of the eco-system by opting an eco tourist destination-yes everything is available here. There is something for everyone. Whether it be intrepid treks through tiger reserves, relaxing on the beach, taking a backwater cruise, or relaxing at the hill station, visitors can be certain that they will be captured by the natural beauty. The wide array of tourism products in Kerala makes the choice easier for the tourists. What adds to the glory of her tourism is that all The main aim of Tourism Vision is to serve as a guiding force, which will provide a clear direction to optimize the tourism potential of the State. Apart from this, the policy gives importance for preservation of cultural heritage,

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proper maintenance of transport stations, identification of special tourism zones to conserve and popularize them. It also aims at increasing the earnings from tourism at the rate of 10 per cent annually. Tourism Vision 2025 gives importance to the creation of 10,000 job opportunities every year through tourism. Apart from this, the policy gives importance for preservation of cultural heritage, proper maintenance of transport stations, identification of special tourism zones to conserve and popularize them.

CHAPTER 7 ANALYSIS AND INTERPRETATION OF DATA The World Travel and Tourism Council (WTTC) has rated Kerala as the second fastest growing tourism destination in the world. According to estimates of the Council, Kerala travel and tourism demand is expected to grow at a rate of 11.6 per cent per annum over the coming decade registering the highest recorded growth rate in the world tourism sector. The state is all set to eclipse Turkey, which has the fastest growth rate (10.2 per cent) in the tourism sector. The estimated growth rate for India is 9.7 per

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cent. The projection has been made in the Tourism Satellite Accounting Research (TSA) report on Kerala. According to the report, which compares the figures for Kerala with those of India and the world for 2002-12 Kerala would register a record growth of 23.5 per cent in terms of visitor exports or external account earnings from travel and tourism over the next 10 years. The WTTC and Oxford Economic Forecasting (OEF) group forecasts suggest that Kerala would triple its current level of travel and tourism economy employment from 6,93,000 to 2 million in 2012. There is much to be said on the global tourism potential of this State, but let us for the present conclude through a mention of the latest initiative of the Government to establish 3 SEZs for tourism in Kerala. The number of Tourists Kerala are increasing every year which shows that Kerala is Tourists primary destination whether they visit it for Attractions or for its natural beauty. Thats why it is called the Gods Own Country. Kerala achieves highest growth rate in tourist arrivals. The number of foreign tourist arrived in Kerala in the year 2007 is 515,808 against 4,28,534 in 2006. It shows an increase of 20.37 per cent over the previous year.

Tourist Statistics A record 1.07 crore domestic and 7.93 lakh foreign tourists visit the State in 2012 Kerala Tourism has again consolidated its position in the tourism sector by attracting a record 1.07 crore domestic tourists and 7.93 lakh foreign tourists to the State during 2012.

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The total revenue, both direct and indirect, from the tourism sector touched Rs.21,125 crore in 2012, compared to Rs.19,037 crore in 2011. Forex earnings received by the tourism industry in the State went up from Rs.4,221.99 crore in 2011 to Rs.4,548 crore in 2012. Statistics compiled by Kerala Tourism show that the State achieved an 8.28 per cent variation in foreign tourist arrivals (7.39 lakh in 2011) and 7.41 per cent in the case of domestic tourist arrivals (93.81 lakh) during 2012. In the case of foreign tourists, Ernakulam district topped the table with 3,30,390 arrivals in 2012, followed by Thiruvananthapuram with 2,42,739 arrivals. Idukki with 62,387 foreign tourist arrivals came third. The lowest of 1,253 foreign tourist arrivals was recorded in Pathanamthitta district. The number of foreign tourist arrivals was the highest in January (1,06,314), followed by February (1,03,220). The least 28,280 was in the month of June last year. The highest percentage of 13 per cent variation was in March 2012. Official sources told The Hindu that change in promotional strategy, use of social networking sites such as Facebook and Twitter, and active cooperation of tour operators and other stakeholders in the industry helped the State to remain on top. Roadshows within the country and abroad, participation in international fairs, introduction of mobile-based services and ITenabled projects, WAP guide, applications for Android and iOS and Bluetooth kiosks also helped Kerala Tourism retain the top position and increase arrivals to the State last year. Domestic tourism A break-up of domestic tourist arrivals shows that the highest number of 23,51,631 arrivals was registered in Ernakulam district, followed by

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22,13,893 in Thrissur. Thiruvananthapuram district was in third position with 14,08,688 arrivals during the period. The lowest of 96,893 arrivals was registered in Pathanamthitta. The highest number of domestic tourist arrivals in 2012 was registered during the month of December (11,23,555). The lowest of 6,79,215 arrivals was during July. The highest month-wise variation of 11 per cent was registered in October 2012.

Marketing Initiatives Kerala Tourism is noted for its innovative and market focused campaigns. New initiative for the promotion of Monsoon Tourism New initiative for promoting Kerala as one of the best health tourism destinations in the World.

CHAPTER 8 KERALA: PERSPECTIVE ON AN ALL-IN-ONE TOURIST DESTINATION Better late than never-India has finally woken up to the potential of tourism. A new found enthusiasm has percolated down to the States, who have not only increased their budgetary allocation but also invited private

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investment for the development of tourism projects and related infrastructure. With 14.6 per cent rise in international tourist arrivals in India and a 22.4 per cent growth in foreign exchange earnings between January and November 2003, Indian tourism is on its path of rejuvenation after a long spell of stagnation. Tourism has found a niche for itself as an effective instrument for generating employment, earning revenue and foreign exchange, enhancing environment, preserving culture and thereby facilitating overall development. Seven key areas have been identified to provide thrust for tourism development in our country. These are swagat (welcome), soochana (information), suvidha (facilitation), suraksha (safety), sahyog (co-operation), samrachana (infrastructure) and safai (cleanliness). Almost every state in India, with the augmentation of its budget, is now pursuing new projects looking at developing infrastructure and aggressively marketing their branded product. The State of Kerala in India, has its own Unique Selling Propositions in tourism, this comes out of the fact that the State has a favourable location, climate and rich resources, both natural and human. The relevance of tourism in this state and its growth potential needs to be understood in the right perspective before examining the concept of integrated tourism in its varied dimensions. What is more important is the realization that Tourism in this part of the globe is an integration of all the

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products in the tourism mix. The paper examines the prospects of tourism promotion through cross marketing and integrated promotion where, the State is the destination and where a blended mix of tourism products are offered. Kerala, flaunted as Gods country is undoubtedly Indias green paradise, which has in its kitty almost every tourism product one can look up. The lure of emerald green backwaters, swaying palms, uninhibited cottages, rustic charm, exotic wildlife, ayurvedic health resorts and endless beaches have beckoned throngs of tourists to the South Indian State of Kerala. Keralas tourism potential lies in its rich culture and unparalleled natural bounty. The importance of travel and tourism to Keralas economy cannot be disconnected. With its distinctive Gods Own Country branding, the state has promoted its tourism product with aggressive marketing and strategic planning, creating a tourism success story. The National Geographic Travel has confirmed Keralas position on the global tourism map, conferring it the status of one of the 50 must-see destinations of lifetime. Tourism in Kerala has recorded a remarkable growth in the past few years. The number of domestic and foreign tourists visiting the State substantiates this.

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QUESTIONNAIRES ON KERALA TOURISM PERSONAL DETAILS 1 . N a m e of I n d i v i d u a l : 2. Address: 3. SEX: 1) MALE [ ] 2) FEMALE [ ] 4. Age: 1) BELOW 20 YEARS 2) 21 TO 30 YEARS 3) 31 TO 40 YEARS 4) 41 YEARS AND ABOVE 5. MARITIAL STATUS: 1) MARRIED [ ] 2) SINGLE [ ] 6. OCCUPATION: 1) EMPLOYEE [ ] 2) SELF EMPLOYEE [ ] 3) BUSINESSMAN [ ] 4) OTHERS [ ] What is the best time to visit Kerala? o JAN-FEB o MAY-JULY o OCT-DEC

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w hen is the best time to visit kerala? No. of people

JAN-FEB MAY-JULY OCT-DEC

You like to visit Kerala with? o FAMILY o FRIENDS o COLLEAGUES

YOU LIKE TO VISIT KERALA WITH? FAMILY FRIENDS COLLEAGUES

Where would you like to stay in Kerala? o HOME STAY

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o HOTEL/RESORT o TOURIST VILLAGE

WHERE WOULD LIKE TO STAY IN KERALA? HOME STAY HOTEL/RESORT TOURIST VILLAGE

Are you an international tourist or domestic tourist? o INTERNATIONAL TOURIST o DOMESTIC TOURIST

ARE YOU AN INTERNATIONAL TOURIST OR DOMESTIC TOURIST? INTERNATIONAL TOURIST DOMESTIC TOURIST

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How much money would you like to spend in Kerala? o UNDER 2000 o 2000-5000 o 5000-10000 o ABOVE 10000

HOW MUCH MONEY WOULD YOU LIKE TO SPEND IN KERALA? ABOVE 2000 2000-5000 5000-10000 ABOVE 10000

WHICH DESTINATION IN KERALA WOULD YOU LIKE TO VISIT? o BACKWATER DESTINATIONS o WILDLIFE SANCTUARY o HILL STATIONS o BEACHES

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WHICH DESTINATION IN KERALA WOULD YOU LIKE TO VISIT? BACKWATER DESTINATIONS WILDLIFE SANCTUARY HILL STATIONS BEACHES

YOU LIKE TO VISIT KERALA BY? o AIRLINES o RAILWAYS o TAXI o BUS o OWN CONVEYANCE

YOU LIKE TO VISIT KERALA BY? AEROPLANE RAILWAYS TAXI BUS OWN CONVENIENCE

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What type of tourism activity would you like to do in kerala? o ADVENTURE o LEISURE o CULTURE o MEDICAL

WHAT TYPE OF TOURISM ACTIVITY WOULD YOU LIKE TO STAY IN KERALA? ADVENTURE

LEISURE

CULTURE

MEDICAL

How many days would you like to spend in Kerala? o 4 DAYS o 7 DAYS o 10 DAYS

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HOW MANY DAYS WOULD YOU LIKE TO SPEND IN KERALA? 4 DAYS 7 DAYS 10 DAYS

How often do you travel? o ONCE A YEAR o TWICE A YEAR o THRICE A YEAR

HOW OFTEN DO YOU TRAVEL? ONCE A YEAR TWICE A YEAR THRICE A YEAR

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How do you rate Kerala with other domestic destinations? o GOOD o o o o VERY GOOD BAD VERY BAD EQUAL
HOW DO YOU RATE KERALA WITH OTHER DESTINATION? GOOD VERY GOOD BAD VERY BAD EQUAL

CHAPTER 9 CONCLUSIONS AND RECOMMENDATIONS

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CONCLUSIONS Of late, tourism has emerged as an important sector in the economy of Kerala. It is found to be an economic substantially to the development process. If the managerial decisions are creative, innovative and rational, Kerala can expect a lot from tourism industry. There are many opportunities for developing beach tourism, backwater tourism and health tourism. A fair blending of heritage, health and backwater tourism would be efficacious in attracting a large number of high-spending visitors from abroad. There is every possibility that handicrafts in the State can also be highly benefited by this sort of thinking.. Kerala has immense potential for the development and marketing of ecotourism. Wildlife sanctuaries and National Parks can form the basis for the ecotourism development. A growing number of travellers to Kerala is interested in nature-based activities and ecotourism and they can be categorised as ecotourists. But there is a lack of knowledge about the background of ecotourists visiting Kerala, in terms of their interest in ecotourism, preferences etc, primarily due to the lack of past studies. Hence more systematic research must be carried out on a regular basis to have a better understanding about the ecotourists visiting Kerala. Moreover,

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ecotourism potential of various destinations are to be determined, keeping in mind the carrying capacities and accordingly ecotourism products are to be developed and marketed to selected target markets with an interest in ecotourism and nature-based activities. There is a need for tourism stakeholders to work together on the development and marketing of ecotourism products. More has to be done globally and locally to promote the concept of ecotourism and help products reach their customers. Through manipulation of the essential marketing mix factors, target markets and positioning statements, marketing can be utilised as a tool for directing the future development of ecotourism in Kerala, within the boundaries of sustainable development. RECOMMENDATIONS FOR THE STUDY 1. Kerala needs to improve its public services and foster basic hygiene if it wants to appeal to the foreign tourist. This means modernizing its sewer systems to stop the spread of disease and implementing regular trash disposal measures. 2. Another issue with an adverse effect on Kerala's tourism is its widespread environmental pollution. Air quality throughout India is notoriously bad, since there are no curbs on emissions and lax enforcement to prevent gross pollutersSo, it needs to act to improve the quality of its air and water so Indians and tourists alike can breathe the air and drink the water freely. 3. Kerala's transportation system is also in need of a serious overhaul. Although cars and trucks traverse Kerala's roads, laws for operating vehicles are widely ignored. Often the result is pure chaos, as cars, trucks, bicycles and rickshaws drive into opposing traffic and ignore

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traffic lights to get where they need to go. Fatal car and truck accidents are not uncommon. For a tourist visiting Kerala, the experience of traveling along India's lawless roadways can induce cardiac arrest. While in railway system, due to overcrowding and poor maintenance, this mode of transportation is not much better. Trains are so crowded that people sit on the roofs of moving trains or hang out the windows. Kerala needs to enforce its traffic laws and reduce railway overcrowding so that visiting tourists will have an easier time traveling from place to place. 4. As India's population grows, forests are cleared to make room for more housing and development. The destruction of these forests leads to a loss of habitat for many of India's famed fauna. Kerala needs to preserve ecotourism by protecting its forests and the animals that inhabit them. 5. In addition to making Kerala a more hospitable place to visit, it needs to highlight the unique sights and offerings it has that are unavailable anywhere else. The beaches are a tropical paradise but are also relatively unknown to the rest of the world. Kerala needs to market itself to the world as a unique destination with much to offer the visiting tourist.

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BIBLIOGRAPHY

BOOKS: M.SARNGADHARAN AND G.RAJUTOURISM AND SUSTAINABLE ECONOMIC DEVELOPMENT, New Century Publications New Delhi, India. A.K.BHATIAINTERNATIONAL TOURISM MANAGEMENT, Sterling Publishers PVT. LTD.

WEBSITES: WWW.KERALA TOURISM.COM WWW.KTDC.COM WWW.KERALA-TOURISM.ORG WWW.EN.WIKIPEDIA.ORG