Kerala

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The moment you think of this place, you want to slip into a dream. Beauty is what you associate with this state, and using its natural beauty to lure hungry eyes is the new big secret of prosperity for this state says savreen gadhoke

A country within a country? God’s own country?! Now wait, we’re not talking of something too far-fetched in imagination; we’re still talking India, rather Kerala. So, why this exaggerated gesture? Those serene backwaters and the coconut groves, those rubber and cocoa plantations, those ports in Cochin and Kollam, all remind you of one thing – ‘attractiveness’. If on one side there is a vast beach line of 575 kms (like in Kovalam and Varkala), on the other lies the Western Ghats, from where as many as 44 rivers originate and form the most scenic backwaters; the largest in the world! Situated on the Malabar Coast, Kerala was the first state to have declared tourism as an industry (way back in 1986).

The revenues from tourism touched Rs.10,000 crores in 2007-08 – an all-time high & an increase of 18% from the previous year. Close to 6,500,000 tourists flocked the state for the first 11 months of 2007 (out of which approximately 93% were domestic tourists). Till sometime back, tourism in Kerala was restricted to only the southern part of the state. However, the Government of Kerala is making efforts to promote tourism in other parts as well. Mohanan S., Deputy Director, Kerala Tourism asserts, “The Government is now concentrating on developing hotels and adequate infrastructure in the northern part of Kerala.”

For the year 2008-09, the Government of Kerala has sanctioned Rs.89 crore for the development of tourism – 12.6% more than in 2007-08, concerning which Kerala Chief Minister V. S. Achuthandan asserts, “The Kerala government will accord more priority to tourism and create infrastructure.” Apart from this, even the Centre has allocated nearly Rs.50 crore for promoting tourism in Kerala. Further on, he states that the private sector will play a major role in creating infrastructure facilities for tourism.

Kerala, due to its rich environment focus does not support heavy industries. But due to a high literacy rate it has immense room for the “smokeless industries” like IT. In fact, Achuthandan says that, “IT and tourism are the two sectors he is looking forward to.” Companies like Wipro & Infosys have invested heavily in the state. Navas Meeran, Chairman, Eastern Condiments, says, “The major advantage Kerala has is that it has huge skilled labour force and emerging companies are favoured.” The government plans to develop IT infrastructure in a hub-and-spoke model with Thiruvananthapuram and Kochi as the hubs. With nearly Rs.20,000 crore invested in the ‘industries’ sector since 2006, Kerala is all set to be a state for the capitalistic tourists as well!

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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