‘We Are Focusing On Dispersing Tourism Development’

Alkesh Kumar Sharma, director, department of tourism, MD, KTDC and ex-officio special secretary, government of Kerala in conversation with Charmaine Fernz, talks about his new role and Kerala tourism's future plans for the New Year. Excerpts

What are your plans for Kerala tourism in 2004?

In the year ahead, Kerala tourism is giving emphasis on carefully planned and focused tourism development, which is sustainable over a long period. Realising the fact that only a matured and refined tourist can preserve the fragile eco-system and cultural fabric of the state, we are implementing focused promotional programmes to attract the right audience. Kerala tourism has already initiated a major infrastructure development drive to cater to these well-heeled tourists. With its highly successful public - private partnership Kerala tourism is providing support to the tourism trade to equip them to meet growing demands in the sector.

With Ayurveda and Backwaters already famous, what is Kerala's new tourism mantra?

Kerala, known for its natural bounty has attractions like Ayurveda, beaches, backwaters, hill-stations, a rich culture and art forms and widely acclaimed cuisine. Rather than promoting a single product, we are focusing on dispersing tourism development. On a regular basis, Kerala tourism has introduced new innovative products and destinations apart from reinventing the products to cater to existing customers. New destinations of large potentials like Bekal and Poovar are promoted along with established ones. Our latest offerings are countryside holidays with home-stay. This is the first of its kind tourism product in India and has already started attracting international attention. The success of Kerala tourism was never dependent on a single product but on its multi- dimensional destinations with strong unique tourism products.

With domestic tourism gaining ground in India, are there any special promotions lined up?

A large chunk of tourists visiting Kerala are domestic travellers with their number increasing every year. We are already lobbying with the civil aviation ministry to re-look the existing fare structure. MoUs have been signed with Indian Airlines to aid tourists avail special discounted rates to Kerala. Kerala tourism has also teamed up with the Indian Railways to run special promotional trains, which is well received by visitors from Mumbai, Gujarat and Delhi. Now realising the potential of domestic tourism, especially the MICE (Meetings, Incentive, Exhibitions and Convention) market, we are planning to conduct road shows and exhibitions in all major cities across India.

What marketing strategies have been adopted to retain success?

Kerala tourism has made a strong presence in leading international trade fairs in important markets like ITB in Berlin, WTM London and ATM in Dubai. Now we are also entering new markets with participation in trade fairs like PATA in Singapore, CITM in China, OTDYKH in Russia etc, focusing on up market tourists. We are also carrying out aggressive promotions in market-specific beams of international channels like CNN, BBC, and Discovery etc.

Back in Kerala, we are the only state in India to conduct a travel and tourism trade fair - the Kerala Travel Mart - focusing on a single state. The annual trade event India International Boat Show conducted by us is another first of its kind in India that brought the entire marine, boating and water sports industry on a single platform. Kerala Tourism is also aggressively promoting traditional festivals and the ethnic culture and art forms that are unique to Kerala.