The Business of Tourism in Gods Own Country - Kerala - Case Study Example

The Business of Tourism in ‘Gods Own Country’ Introduction Kerala, fondly referred to ‘God’s own Country’ is one of the major tourist destinations in Asia which has a rich cultural heritage and strong international linkage of centuries. Tourism flow to this beautiful South Indian state has been highly intensified for the last few decades. Unlike other states of India, Kerala has its own unique features that attract millions of people from all over the world every year. Kerala offers pleasant surprise to the tourists by unveiling its unparalleled treasure of natural and cultural beauty. Recent Trends India scored remarkable improvements in tourism industry even at the peak of recent economic crisis. Obviously, the unaffordable travel cost in developed countries and all other impacts of economic recession on them have compelled people to choose India especially Kerala as one of the best tourist destinations. In addition to the unforgettable travel experience in this state of rich and dynamic culture, Kerala offers comparatively low-cost travel, cheap rate hotel pay and a variety of tour packages. It has become a choice for many western people to stay for the whole vacation in order to escape from the unbearable living expenses of their own home land. Medical Tourism Besides the above mentioned features, as an emerging trend, medical tourism industry has become a fastest growing segment of the Kerala tourism. As the recent global financial crisis hit largely on European Countries, Asian countries have been highly benefited from medical tourism industry. The high cost of treatment in home countries has been pushing people to this region as alternative cost-effective destinations; and the trend has remarkably increased during recession. Majority of the patients in this category come from the countries like the United States and UK. Kerala enjoys its own remarkable share in medical tourism by providing its ancient system of medicine Aurveda. This herbal medication and technique of body massage known as ‘Panchakarma’ gained international admiration especially during the last decade. Cost Decline Traveling or staying in Kerala during recession would be an excellent idea to gain money and materials. As compared to other regions, living cost in Kerala is rather affordable. Moreover, recently there has been a notable fall in room rent and hotel bills since the economic downturn. (Iyengar P., 2008 p.59). Mumbai terror attack (2008) also affected Kerala tourism/hotel industry as there is only 1000 km distance between these two regions. (PRlog). Suppose in the United States, a room rent cost $10 for a day, it must be only half of that in Kerala. In the same way, travel cost also is considerably low as train/bus has access to almost all cities and villages. Tourism Department and KTDC The Kerala Tourism Department has initiated an array of innovative techniques to enhance the industry. ‘The department has recently launched an online training program for travel agents and tour operators in the UK in order to promote UK sales to Kerala’. (Business Standard.com). The department heeds its genuine concern to preserve the natural beauty of its attractions such as backwaters, beaches, wildlife sanctuaries, hill stations, water falls etc. In addition, it organizes seasonal fests (Mela) and exhibitions which attract thousands of domestic and international tourists. For instance, Tourism Week Celebration and Alappuzha Vallamkali (boat show), Thrissur Pooram are some of the important events that take place every year. (www.keralatourism.org). Kerala Tourism Development Corporation (KTDC) ensures cheap and best food and accommodation for the visitors through out the major destinations. It also coordinates all hospitality arrangements and functions of tourism department. Statistics UK is the major source of international tourists to Kerala. According to the statistics of Kerala Department of Tourism 141,147 UK residents visited the State in the year 2008. As compared to the previous year’s performance, there was 17 percent increase in the British arrival. Last year 43,307 US tourists visited Kerala; whereas from Australia it was 16,968. According to the statistics of the Department (keralatourism.org) the least amount of share was from Pakistan and Thailand 276 and 736 respectively. The total number of foreign visitors to the state in 2008 was 598,929; and the total number of domestic tourists (from other Indian states) was 7,591,250. ‘International tourists increased by 20.37 percent and domestic tourists increased by 5.92 percent’ (Iyengar, 2008 p.59). Although it was higher than the previous years’ performance, the impacts of current global economic crisis was visible in every area. Impact on Economy Tourism is the main source of revenue for the state. For instance, Kerala earns more than 500 Crore every year from tourism. As stated in Iyengar P. (2004, p.59) in 2007-08, revenue from tourism increased by 25.28 percent (Rs. 11,433 Crore) over the previous year’s revenue’. In addition to revenue generation, the industry has enhanced numerous employment opportunities in the state. Tourism has boosted cottage industries, hotel businesses, and a variety of entertainment industries in the state. The industry has influenced the infrastructure development of the state in the past ten years. (Prakash B A., 2004 p.28). The growth of tourism industry has improved the standard of living and per capita income in the state. Indigenous handicrafts have gained worldwide appreciation and several cottage industries like khadi (handloom) and coir industry have been benefited by tourism. Major Attractions/Interests There are two recent trends emerging in the field of tourism. First, people visit hill stations, sea shores, wildlife sanctuaries to enjoy the natural beauty of Kerala. Second, some people visit Kerala to learn its classical dance and music or to know more about its culture. To the former group, the best destinations in the state to visit are Kovalam, Thekkady, Alappuzha, Munnar, Idukki, and many more; whereas the latter group ought to visit Thiruvananthapuram, Kollam, Kochi, Kottayam, Palakkad and Kannur to know the heritage of the beautiful state. (www.keralatourism.org). People who are interested in classical art can enjoy Kathakali the musical drama of Kerala which has a strong tradition of thousand of years. Other classical dances like Mohiniattam, Thiruvathira, Kuchuppudi, and Bharathanatyam also would be an unforgettable experience to the foreign visitors during their Kerala trip. Furthermore, there are numerous manmade constructions and monuments in various parts of Kerala which are closely associated with Indian history. They include forts, palaces, and pilgrim centres. One of the most interesting activities that almost all visitors take part is the boating through the backwaters of Alappuzha district. Traditional jewelry is another major interest of international tourists who visit Kerala. Kerala has its own famous martial art known as ‘Kalari’ which is also being practiced by several foreigners. All art forms including dance, music, martial arts, and Aurveda are considered as divine gifts. Tourists who visited Thekkadi wildlife sanctuary would never forget the marvelous sight of Indian elephants. The South Indian Monsoon is another beautiful phenomenon that attracts several foreigners to Kerala between the months June and September. Favorable Factors Various factors like equivalent climate, short distance between the destinations, better transportation system, affordable expenditure etc. are favorable to tourists in Kerala. Since the ancient times, Kerala had been the focus of foreign merchants as Vasco da Gama, the Portuguese navigator reached Kerala at Kappad in 1498. He was followed by numerous other groups like the Dutch, the British, and others which latter led to the imperial colonialism in the whole country. However, the ancestral linkage between the foreign countries and this small state has its own pros and corns. Since then the region was highly influenced by Christian missionaries. Kerala is unique for its high literacy rate, infrastructural development, and healthcare services. The other Indian states today try to follow the developmental strategies of Kerala. Obviously all these outstanding factors have created a peaceful ambiance for the tourism to flourish. Socio-cultural, Environmental Impacts As the state’s economy is highly dependent on tourism, international tourists and their cultures have influenced the host culture to a great extent. Although their sole purpose is to enjoy the culture and history of the places they visit, inadvertent cultural invasion can not be ignored. For instance, as an emerging trend, dominance of English language and western life style is visible in every sphere of social life. In contrast, westerners also get motivated by the state’s culture that promotes strong family relationships. Tourism has multifaceted impacts on the environment of the state. On the one hand, infrastructural developments have caused negative effects on the natural and cultivated vegetation of the region. Deforestation has become the major threat to wildlife and many of them are at the verge of extinction. On the other hand, government today follows very strict conservation programs to ensure the protection of the remaining vegetation. This conservation program is closely associated with the eco tourism policy of the state. Major Issues/Challenges The tourism industry often becomes the hot button issue in the state politics. Although the state follows eco- tourism, environmental issues often impede the growth of the industry. Unlike other Indian states the influence of media is high in Kerala; and every issue is being brought to the public discussion. Although it has certain positive impacts on the society as a whole, when the issue turns to be the interest of political parties the result often goes unfavourable. Moreover, safety measures at tourist spots are not satisfactory to ensure the protection of tourists. Several accidents are reported every year from many of the places of interest. For example, approximately fifty people drowned in the lake of Thekkadi recently due to an unscientific boat service. Such kinds of mishaps have adverse effect on the industry. Another adversity in the state is the incessant political wars and unpredictable strikes which put the public life in trouble. The travelers often confront with several problems on a day of Hartal (strike). In addition to the political issues, recently the industry has been highly affected by the global economic downturn. Most of the international tourists to this region come from the United States and the UK. Although there was notable increase in the area of medical tourism, the industry could not achieve the expected outcome. The situation not only affected the area of tourism but also several associated industries like hotels, handicrafts, and tours & travels etc. Recommendations Kerala can double its earnings from tourism industry provided that it utilizes the full potential of its beautiful landscapes and unparalleled treasure of arts and culture. The society itself is an agglomeration of various ethnic groups and religions. The multicultural feature of the society can be an exceptional experience to tourists. From the western coastal regions to the Eastern Ghats the total land is extremely diverse for its geographical features. Even unimportant villages could be turned into beautiful tourist destinations. The state authorities have not fully explored the resources to develop the possibilities of the industry. Government has to review its policy on foreign investment and infrastructural development. Although many international groups are willing to invest in Kerala, as mentioned earlier, unnecessary political interventions often create problems. Therefore, political parties are to be allied on this issue in order to invite foreign investment on tourism industry. Another improvement required in this area is the implementation of safety measures at destinations. As most of the tourist places are high risk areas government has to design appropriate strategies to avoid mishaps in order to enhance the confidence of the visitors. Moreover there are many places still lacking adequate transport and power supply. They should be provided with necessary facilities to meet the requirements of tourists. Conclusion ‘As one of the fifty destinations of a lifetime and one of the thirteen paradises in the world’ (National Geographic Traveler, cited; www.keralatourism.org) Kerala has gained its significant position in the international tourism market. The serene climate, marvelous hill stations, beautiful beaches, historic monuments, and pilgrim centres of religious diversity offer tourists unending season throughout the year. Classical art forms and festivals add colours to the tourists’ experience in this region. Tourism has not been promoted in Kerala; instead it evolved to be an inevitable response to the natural beauty of the landscape. If cultural, natural, and historical potentiality is fully explored, the state could meet its whole financial requirements only from tourism industry. References Department of Tourism official website, retrieved 9 Dec. 2009 from http://www.keralatourism.org/, Iyengar P., 15 Dec.2008, ‘In Reverse Gear: terror’s Talons have bloodied the Golden Gees of Indian Tourism’. Outlook, p.59. ‘Kerala Tourism Starts Online Training Course’. 13 Nov. 2009, Business Standard, retrieved 9 Dec. 2009 from http://www.business-standard.com/india/news/kerala-tourism-starts-online-training-course/12/02/376264/ Prakash B A., 2004, Kerala’s Economic Development: Performance and Problems in the Post-Liberalization Period. SAGE. PR Log, 2009 Hotel Industry Confident and Preparing for Better Future, Press Release, retrieved 9 Dec. 2009 from http://www.prlog.org/10420149-hotel-industry-confident-and-preparing-for-better-future.html Read More