Kerala, a state situated on the tropical Malabar Coast of southwestern India, is one of the most popular tourist destinations in the country. Named as one of the ten paradises of the world by the National Geographic Traveler, Kerala is famous especially for its ecotourism initiatives.[1] Its unique culture and traditions, coupled with its varied demography, has made Kerala one of the most popular tourist destinations in the world. Growing at a rate of 13.31%, the tourism industry is a major contributor to the state's economy.[2]
Until the early 1980s, Kerala was a hitherto unknown destination, with most tourism circuits concentrated around the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation—the government agency that oversees tourism prospects of the state—laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche holiday destinations in India. The tag line Kerala- God's Own Country was adopted in its tourism promotions and became synonymous with the state. Today, Kerala Tourism is a global superbrand and regarded as one of the destinations with the highest brand recall.[3] In 2006, Kerala attracted 8.5 million tourists–an increase of 23.68% in foreign tourist arrivals compared to the previous year, thus making it one of the fastest growing tourism destination in the world.[4]
Popular attractions in the state include the beaches at Kovalam, Cherai and Varkala; the hill stations of Munnar, Nelliampathi, Ponmudi and Wayanad; and national parks and wildlife sanctuaries at Periyar and Eravikulam National Park. The "backwaters" region—an extensive network of interlocking rivers, lakes, and canals that centre on Alleppey, Kumarakom, and Punnamada—also see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace, Hill Palace, Mattancherry Palace are also visited. Cities such as Kochi and Thiruvananthapuram are popular centres for shopping and traditional theatrical performances.
The state's tourism agenda promotes ecologically sustained tourism, which focuses on the local culture, wilderness adventures, volunteering and personal growth of the local population. Efforts are taken to minimise the adverse effects of traditional tourism on the natural environment, and enhance the cultural integrity of local people.
Major attractions
Beaches
Flanked on the western coast by the Arabian Sea, Kerala has a long coastline of 580 km (360.39 miles); all of which is virtually dotted with sandy beaches.
Backwaters
The backwaters in Kerala are a chain of brackish lagoons and lakes lying parallel to the Arabian Sea coast (known as the Malabar Coast). Kettuvallam (Kerala houseboats) in the backwaters are one of the prominent tourist attractions in Kerala. Alleppey, known as the "Venice of the East" has a large network of canals that meander through the town. The Vallam Kali (the Snake Boat Race) held every year in August is a major sporting attraction.
The backwater network includes five large lakes (including Ashtamudi Kayal and Vembanad Kayal) linked by 1500 km of canals, both manmade and natural, fed by 38 rivers, and extending virtually the entire length of Kerala state. The backwaters were formed by the action of waves and shore currents creating low barrier islands across the mouths of the many rivers flowing down from the Western Ghats range.
Hill stations
Eastern Kerala consists of land encroached upon by the Western Ghats; the region thus includes high mountains, gorges, and deep-cut valleys.
Wildlife
Most of Kerala, whose native habitat consists of wet evergreen rainforests at lower elevations and highland deciduous and semi-evergreen forests in the east, is subject to a humid tropical climate. however, significant variations in terrain and elevation have resulted in a land whose biodiversity registers as among the world’s most significant
Festivals
The major festival in Kerala is Onam. Kerala has a number of religious festivals. Thrissur Pooram and Chettikulangara Bharani are the major temple festivals in Kerala.
Radiation Tourism
Karunagappally Taluk Karunagappalli#Places of Interest in Kollam District is the world's hottest spot of natural radiation. The radiation is caused by monazite sands which contain the radioactive element, thorium.
Ayurveda
Medical tourism, promoted by traditional systems of medicine like Ayurveda and Siddha are widely popular in the state, and draws increasing numbers of tourists. A combination of many factors has led to the increase in popularity of medical tourism: high costs of healthcare in industrialised nations, ease and affordability of international travel, improving technology and standards of care.
Culture
Kerala's culture is mainly Dravidian in origin, deriving from a greater Tamil-heritage region known as Tamilakam. Later, Kerala's culture was elaborated on through centuries of contact with overseas cultures.
Arts of Kerala
The Indian state of Kerala is well known for its diverse forms of performing arts. The various communities in Kerala contribute to its rich and colorful culture.
Hindu Arts
Kathakali
Koodiyattom
Theyyam
Thira
Theeyaattam (Thiyyattu)
Mohiniyattam
Kutiyattam
Kerala Natanam
Panchavadyam
Thullal
Ottamthullal
Garudan Hanging
Kolam Thullal
Poorakkali
Mudiyett
Kummattikali
Kuthiyottam
Thiriyuzhichil
Kalaripayattu
Mangalamkali
Marathukali
Malayikuthu
Charadupinnikkali
Kothammuriyattam
Chakyar Koothu
Nangiar Koothu
Sopanam
Thacholikali
Sarpam Thullal
Pulluvan Paattu
Yakshagana in Kasaragod
Muslim Arts
Oppana
Mappila Paattu
Kolkali
Duff Muttu
Kuthu Ratheeb
Christian Arts
Margam Kali
Chavittu Nadakam
Awards
The state has won numerous awards for its tourism initiatives. These include:
2005 - Nominated as one among the three finalists at the World Travel and Tourism Council's ‘Tourism for Tomorrow’ awards in the destination category.[23]
Das Golden Stadttor Award for Best Commercial, 2006
A grassy hill in Ranipuram, Kasaragod.
Pacific Asia Travel Association
Grand award for Environment, 2006
Gold award for Ecotourism, 2006
Gold award for Publication, 2006
Gold Award for E-Newsletter, 2005
Honourable Mention for Culture, 2005
Gold Award for Culture, 2004
Gold Award for Ecotourism, 2004
Gold Award for CD-ROM, 2004 and 2003
Gold Award for Marketing, 2003
Grand Award for Heritage, 2002
Nelliampathi forest
Kerala, nicknamed as "God's own country", has a reputation of being one of the most beautiful states in Southern India. Shown here is Munnar, in Kerala.
Pacific Asia Travel Writers Association
International Award for Leisure Tourism, 2000–2001
Government of India
Best Performing Tourism State, 2005
Best Maintained Tourist-friendly Monument, 2005
Best Publishing, 2005
Best Marketed and Promoted State, 2004.
Best Maintained Tourist-friendly Monument, 2004
Best Innovative Tourism Project, 2004
Best Promotion Literature, 2004
Best Publishing, 2004
Best Performing State for 2003, 2001, 2000 and 1999 - Award for Excellence in Tourism.
Best Practices by a State Government, 2003
Best Eco-tourism Product, 2003
Best Wildlife Sanctuary, 2003
Most Innovative Use of Information Technology, 2003 and 2001
Most Tourist-friendly International Airport, 2002
Most Eco-friendly Destination, 2002
Best Tourism Film, 2001
Outlook Traveller - TAAI
Best State that promoted Travel & Tourism, 2000–2001
Federation of Indian Chambers of Commerce and Industry
Award for Best Marketing, 2003
Award for Best Use of IT in Tourism, 2003
Galileo - Express Travel & Tourism
Award for the Best Tourism Board, 2006
Award for the Best State Tourism Board, 2003
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