As hundreds flocked to watch Onam Tourism Week festivities in Thiruvananthapuram, govt dealt a blow to one of the most vibrant attractions of the city — its street-food culture — abruptly barring the vendors from operating, that too without an alternative plan.Kerala’s tourism promotion with its short-sighted policies, lack of coordination between departments and grand plans lacking clarity on implementation has been a big letdown. The latest episode underscores the incompetence.A hundred days have passed since the new govt took over, but it is yet to come out with a clear policy on tourism.After going on autopilot ever since the highly successful branding — God’s Own Country — was formulated in the late ’80s, the state’s tourism started slowing down. What is the new govt doing? Presenting the old wine in a new bottle with some maritime tourism dreams thrown in.Experts say there is little radically new in govt’s approach except a promise to fast-track the crucial industry status. Experts say that sticking to existing practices with minor tweaks may not be sufficient to compete with Sri Lanka or revive foreign tourist arrivals.Kerala’s decentralised tourism policy now appears a liability when it needs coordinated marketing and better infrastructure.IMMERSIVE EXPERIENCESTourism minister P C Vishnunadh says govt is looking beyond conventional destinations, offering tourists immersive experiences and leveraging areas in which the state faces little competition.“Tourists are no longer looking merely to visit a place; they want an experience. That is why we are telling them: ‘Be a Malayali for a day’. They can enjoy a range of experiences — from art and craft to food and local culture. Of course, destinations such as Kovalam, Varkala, Fort Kochi and Kumarakom need to be developed further, but tourism should not remain limited to a handful of spots,” he said.“We are marketing Kerala through three major products: Medical-value tourism, authentic Ayurveda and monsoon tourism. This year, we promoted monsoon tourism and it’ll be taken up on a much larger scale next year. Monsoon was once considered a lean period when resorts were closed for maintenance. Our studies found that Arab tourists visit Kerala during this season. So, monsoon itself is being developed as a tourism product,” Vishnunadh said.He said these experiences are not destination-centric. “We are converting Kerala’s unique climate and natural features into tourism offerings. Earlier, wellness tourism was largely limited to spas, but now the emphasis is on longer stays — perhaps 15 days — at treatment centres that also offer cultural spaces, libraries, art galleries and other experiences.”Homestays are another important area, as many solo travellers prefer them. “We are therefore liberalising the sector, providing training and improving standards,” said Vishnunadh.The department is now working on the idea that any place can be developed as a tourism destination, he said. “Kuttanad, for instance, is known for paddy cultivation, but it can also become a hub for farm and agri-tourism. A new law is also being brought in to allow a part of plantations to be used for tourism and investment. In the coming years, we intend to tap all these possibilities.”Govt plans to expand Kerala’s tourism presence, model Onam celebrations on Meghalaya’s Hornbill Festival, improve facilities and grant tourism industry status. A few things need to be set right before that.Soon after taking charge, the minister found tourism-related matters scattered across departments, many unaware of their impact on the sector. “It’s all over the place,” he said.For instance, the local self-govt department is responsible for conservancy work. In Kollam, after cleaning the lake, silt was dumped where tourists boarded boats. Such seemingly minor lapses can damage the state’s image, Vishnunadh said.The industry status plan is moving at a snail’s pace though discussions are on.MARITIME ASPIRATIONSThere is no shortage of grand plans. Chief minister V D Satheesan has announced a move to link tourism with the state’s maritime aspirations. Cruise tourism and the use of canals are on the agenda, but there has been no corresponding effort to address the shortage of cruise and ferry boats.M K Ajit Kumar of India Tourism Forum said that Kerala should adopt a year-round, data-driven tourism strategy that focuses on high-spending visitors while continuing to attract backpackers and budget travellers.Kerala must also target South and Southeast Asian countries, he added.“Regional travel corridors are likely to become important as rising fuel prices, higher airfares and geopolitical disruptions make long-distance travel expensive.”The impact of these campaigns must be measured scientifically following models used by tourism boards such as those of Singapore and Hawaii, he said.Kerala Travel Mart Society CEO Rajkumar K said that granting tourism industry status, along with subsidies and access to a land bank, would be significant.Global Travel Market CEO Siji Nair said govt should review the announcements made over the past 10 years and their implementation. “It would help identify important lessons. The revival of Kovalam has been on the agenda for a decade while Kannur Blue-Green Tourism project is yet to take shape,” he said.Govt is likely to make policy announcements after Onam. Unless that happens, it will be the same old story, with the status quo continuing.
