Winner’s Speak - Kerala Tourism

Alkesh Kumar Sharma, director, department of tourism, MD, KTDC and ex-officio special secretary, government of Kerala, in conversation with Reema Sisodia talks about the organisation's success and its future plans and strategies

What does the award mean to you?

The Express Travel & Tourism award is a tribute to the concerted and consistent efforts of Kerala Tourism to make Kerala an aspirational, international tourist destination. It is a testimonial to the remarkable achievements of Kerala Tourism and also it brings more responsibility on our heads to rededicate and commit ourselves to the sustainable tourism development. Winning this award is a matter of great satisfaction and will give strengths to our elbows in establishing Kerala as the premiere tourist destination in South Asia.

What according to you was the secret of your success?

Our success is a blend of inherent strengths and a unique marketing strategy. Kerala is a multi-dimensional destination with strong unique tourism products. Along with its breathtaking greenery and innovative products, the state's success is attributed to the focused marketing and strong networking with the travel and tourism trade in the identified select markets. Rather than sitting on the laurels, Kerala Tourism is making continuous efforts to reach out to the new travellers as well as presenting the existing customers with unique and innovative products.

How do you plan to retain the success bestowed on the organisation?

Kerala Tourism has been constantly offering innovative products aimed at the alert independent traveller, who is interested in experiencing the differences. Recent studies show the rapid increase in the number of such tourists who travel primarily for cultural interaction than sightseeing. This strategic shift from mass tourism to quality tourism by positioning the state as a premium destination, focusing on value rather than numbers has paid rich dividends to the State. We are also making special efforts to improve the quality of services, for the well-heeled tourists, to meet international standards. Our latest offerings such as floating cottages, tree houses, plantation holidays and countryside holidays with home-stay has already started wooing international travellers. Kerala is the first state in India to introduce classification systems for tourism products, based on the quality of services offered. Such measures have helped in a big way to raise the standards of services and thus making the tourists feel more secure.

What are the future plans of Kerala Tourism?

We have formulated "Tourism Vision 2025" document, which serves as a guiding force for the growth and development of Tourism in the state. It not only lays down guidelines for marketing but also for conservation and sustainable development of tourism. Vision 2025 has helped us to evolve long term plans to develop tourism in a planned sustainable manner without affecting the fragile ecosystem and cultural fabric of the state. After consolidating our presence in the traditional markets, we are also reaching out to new markets like Russia and China as early entrants and to build strong brand awareness and preferences