Reinventing Products Holds The Key To Success

Creativity and change is the thumb rule for any business to sustain the test of time. Regular product study and innovation coupled with the right timing of introducing the change gives an all new beginning to even established and popular products in the business, feels Alkesh Kumar Sharma

Creativity and change is the thumb rule for any business to sustain the test of time. To be an ever green product, constant innovation and product re-investing is a must which gives a refreshed start to the already well established product or brand. Kerala as a tourism destination is a vivid example of a world famous product which has still maintained its charm. Definitely there have been certain formulas and strategies for success which has made the state tourism reign supreme after years of being in the limelight.

Perseverance, hard-work, knowing all the facts right, reading the mind of the travellers and changing to suit their needs is Kerala's recipe for success. There is no denying the fact that Kerala had all the right ingredients for tourism, in terms of natural beauty, a pleasant climate and an inspiring social environment. However, for scripting a success story out of them needed more. It involved a series of efforts, of discovering and rediscovering the destination, of studying and evaluating the profile of the tourist and inventing and re-inventing the tourism products to suit the need of the traveller.

Selling the rains

A couple of years ago, the monsoon months of June and July used to be the lean season for Kerala. Today, hotels report near full occupancy during this season, thanks to the smart marketing acumen of Kerala Tourism and the magic of Ayurveda. The only state in India that practices this ancient health science with dedication, Kerala has been able to assure the tourists that the rainy season is the best time for rejuvenation. This is validated by ancient texts that prescribe the monsoon season as the ideal time for Ayurveda therapies, for during this season, the atmosphere remains cool and dust-free and the pores of the body open to a maximum, making the skin most receptive to therapy. The state recently recorded the highest ever rise in lean season tourist arrivals in the country, bringing cheer to tourism sub-sectors. Even houseboats, usually sent for re-hauling during the off-season were compelled to stay afloat!

Packaging heritage

Kerala Tourism also delved into the rich culture and heritage of the state, to fashion out two enduring products - the Fort Kochi and East Fort Heritage Zones. Kerala has a vibrant heritage that is reflected across the state. This cultural wealth is best seen at two places, Fort Kochi in Ernakulam and East Fort in Thiruvananthapuram. Kerala Tourism launched an exclusive conservation project to safeguard these treasures for posterity and showcase them to the world. The projects have been undertaken by Indian National Trust for Arts and Cultural Heritage (INTACH) and the exclusive historical and architectural features of these zones offer an exclusive experience of Kerala to the world.

Going the eco-way

However, the most important step that Kerala Tourism took for the development of tourism in the State is the decision to adopt eco-friendly, sustainable tourism methods. This new approach meant looking at tourism, including all the existing products in a new light. It worked well for Kerala - while the focus on ecology ensured that the destination, with all its natural attractions was sustained, it also catered to the need of the new tourist, the enlightened traveller. The latest product in this line is the Kumbalangi Village Tourism Project, that was recently launched by the department. India's first-of-its kind, the project gives the traveller a never-before opportunity to see and experience the simple joys of life in Kumbalangi, a typical backwater village of Kerala.

On the MICE trail

It was the splendid natural advantages and excellent infrastructure Kerala had, that spurred Kerala Tourism to revisit God's Own Country as a destination for Meetings, Incentives, Conventions and Exhibitions (MICE). What was interesting was that the entire State had the potential to be projected as a single MICE destination and all the important places of tourist interest were just an hour or two away from each other - an advantage no other destination has. What gave Kerala an edge over other MICE destinations was its highest telecom density in the country, optic fibre networks, three international airports and an excellent road and rail network. Plus the presence of South India's largest convention centre in Kochi, and reputed international hospitality chains. The State has already played host to several high-profile corporate events like DSP Merrill Lynch Global Investor's Meet, WTO Conference, World Spice Congress, Microsoft Windows XP launch etc.

Fresh concepts, new products

Kerala Tourism constantly tries to add refreshing products for the traveller. This includes events like the India International Boat Show that recently concluded in Kochi and woke up the marine, water sport, aquatourism industry from oblivion. The State also launched another unique event, Swarnam, Kerala Gold Fest to promote the flourishing gold industry in the State. The Department hopes to develop this event on the lines of the highly popular Dubai Shopping Festival. Kerala has an yet untapped shopping experience and an exclusive range of items like unique metal mirror, Aranmula Kannadi and the gold-bordered off-white kasavu sarees and handicrafts.

Kerala Tourism has adopted and adapted to the timely changes in the market as well as in client profiles. And with stress on quality and sustainable tourism and driven by carefully planned development guidelines, Kerala has been able to create a niche for itself in the global tourism scenario.