‘We Are Looking At A Growth Rate Of 12-15 Per Cent In Tourism Revenue’

E K Bharat Bhushan, IAS, principal secretary, Kerala Tourism, in conversation with Charmaine Fernz talks about Kerala’s strategies for tourism development

What are Kerala Tourism's targets?

The World Travel and Tourism Council (WTTC) in its Tourism Satellite Accounting study on the state estimated that Kerala Tourism will grow at a rate of 11 per cent in the coming years, which is higher than Turkey, the fastest growing destination at 10 per cent. Keeping in line with that estimation, we are targeting 10-12 per cent growth in international tourist arrivals and around 5 per cent growth in domestic tourist arrivals. But more importantly, we are looking at a higher growth rate of 12-15 per cent in tourism revenue.

What has been the total tourist figures into the state for 2004 and from Jan-Apr 2005?

The total domestic tourist arrivals into the state in 2004 was 59,72,000 and international tourist arrivals was 3,45,000 which was 17 per cent higher than last year. Arrivals for the first quarter of 2005 are being tabulated, and the initial assessment is that it is looking better inspite of the Tsunami scare.

Is Kerala Tourism focusing on niche areas for tourism promotion?

Kerala has always been focusing on niche tourism products like Ayurveda and Backwaters and it necessitates that specific niche markets are targeted geographically as well as demographically. So we look at key cities in evolved travel markets like UK, Germany, France, Italy internationally and key metros in India. Demographically, we look at the "been there, done that" crowd, belonging to the 45 plus age group.

What are the marketing strategies being used to promote Destination Kerala?

Our objective has been to position Kerala as India's number one upscale destination and our marketing strategies are aligned to this objective. Our strategies have been to woo women and elders, continue to focus on the rich and famous, leverage the geographical synergy of the south, lobby to improve air connectivity, focus on corporate and MICE travel and partner the trade in emerging markets.

What is the focus for MICE (Meetings, Incentives, Conventions & Exhibitions) tourism? What is the total business traffic to Kerala?

We started positioning ourselves as an off-beat MICE destination with our 'Working Vacations' campaign launched two years back. Our campaign was aimed at promoting the unique settings that Kerala could provide for MICE rather than the brick and mortar infrastructure. It has been successful, as Kerala has started recording a large number of business meetings and incentive holiday travel.