ATDC: A Symbol Of Kerala’s Tourism Success

In 1986, under the leadership of T G Reghu, a group of unemployed youths formed a co-operative society which they named Alleppey Tourism Development Co-Op Society Ltd (ATDC). This was the first co-operative institution within Kerala's tourism circuit. During that time tourism was not even an industry in Kerala. But the architects of ATDC were born and brought up in the backwaters. Their vast knowledge of the locale, foresight and confidence led them to start tour operations in the backwaters. During the period, there was not much facilities for tourists. As the secretary of ATDC, T G Reghu recalls, foreign tourists used to travel in ferryboats and country boats. This inspired him to start a special backwater cruise for tourists. In 1987, ATDC started a backwater cruise between Alleppey and Kollam. In the first trip, they started with three Europeans. Now, 16 years down the line, around 250 tourists are hosted on that route daily. ATDC used innovative methods to capture the attention of travel agents and the media to market and promote backwater tourism. In 1992, they introduced the first houseboat in the backwaters by converting 'kettuvallams' which were used for 'full moon' and 'half moon' trips with basic facilities. These small trips made a good impression on foreign travellers. Mouth-to-mouth publicity helped popularise houseboats.

Ever-increasing demand from tourists forced upgradation of kettuvallams by having bedrooms with attached bathrooms, kitchens, etc. In Kerala altogether there are around 150 houseboats operating. During the last few years, the number of houseboats has increased but during season time there is stall a shortage. Every year 50 new houseboats are needed to fill the occupancy.

As a step further, ATDC has concentrated on premium and standard accommodation. Now ATDC is marketing a themed backwater resort named Coir Village Lake Resort, which has 21 air-conditioned cottages with all modern amenities. This property is set on lush green islands surrounded by natural backwaters.

With tourism becoming one of the major industries in Kerala providing numerous employment opportunities, ATDC had made its own mark in the field with its dedication and hard work.