Identifying tourism as an "opportunity area", ayurveda and the serene backwaters were chosen to build and promote brand Kerala, thus creating a "stand alone" destination, a top official said Saturday.
The south Indian state of Kerala is India's most significant tourism success story today. But 25 years ago, the state was an unknown destination having less than handful of quality hotels, resorts and restaurants, India's Additional Chief Secretary, Industries and Commerce, T Balakrishnan said.
However, a "great potential" in tourism was seen and it was decided to take a totally different approach to develop and market the same. A decision was taken to fall back on the
private sector and be a facilitator, Balakrishnan said in his inaugural address at the 'Brand Conclave 2010' organised by the Confederation of Indian Industry (CII).
"We did not want to depend on the central government and wanted to have our own promotion and marketing.
"Hot, dusty, crowded, and dirty these were the images of India. We wanted a completely different image for Kerala -- 'Green and Cool' and it was decided to promote backwaters and
ayurveda thus creating a 'stand alone' destination", he said.
During the 90s there were debates on what kind of tourists Kerala should cater to. While the politicians and economists said the state should cater to 'Mass Tourism', a few stood firm and said 'Class Tourism' was needed. A
conscious decision was taken that the state would go for quality and not for mass tourism, he said.
"Many a time politicians are right. But in some cases as in this we had to take a different stand", Balakrishnan said adding politicians also wanted to subsidise tourism, which was not agreed to.
"The government finally agreed to our suggestion and allowed us to focus on high end market. Many initiatives taken by the state have been well received and Kerala has become a
well known brand," the official added.