Be it the Green Carpet initiative, the first-of-its kind in Kerala, which aims at building a sustainable destination management system in the state through participations and partnerships; the Spice Route Revival Project that links the southwestern coast of India to Europe or the Kochi Muziris Biennale, the international contemporary art festival, the Department of Tourism in God’s Own Country has, over the last few years, concentrated on offering new attractions, experiences and destinations to the tourists, both national and international.
Kerala Tourism noticed an increase in the arrival of tourists within a year due to various marketing initiatives. In September 2016, foreign tourist arrivals showed an uptick of 5.61% compared to September 2015. The domestic tourist arrivals figure in the same month increased by 6.01% compared to September 2015. The Foreign Exchange earnings for 2015 was Rs 6,949.88 crore which recorded an increase of 8.61% over the previous year with the total revenue (direct and indirect) from tourism in 2015 being Rs 26,689.63 crore, showing an increase of 7.25% over the previous year’s figure. This prompted them to organise a roadshow, led by Kerala Tourism’s deputy director (tourism) KP Nandkumar, in the National Capital which focussed on new initiatives, experiences and attractions in the state. The programme also had amazing performances by artistes from the south Indian state.
The tourism department also has some other projects including soft adventure holidays programmes by NATVENTURE which showcases destinations with wildlife, hill stations, beaches, backwaters and to explore trekking, camping, rock climbing, jungle tours, wildlife safaris, bird-watching, cycling, kayaking and canoeing.Kerala Tourism