Kerala‟s Approach to Tourism Development: A Case Study Ministry of Tourism & Culture, Government of India 1 TABLE OF CONTENTS PREFACE ....................................................................................................................................... 4 ACKNOWLEDGEMENTS ............................................................................................................ 6 EXECUTIVE SUMMARY............................................................................................................. 7 1 EFFECT OF CHANGE: TOURISMIMPACT ON KERALA............................................ 11 1.1 INCREASING TOURIST ARRIVALS ..........................................................................................11 1.2 RISING INTERNATIONAL TOURIST RECEIPTS ......................................................................13 1.3 TOURISM IS A MAJOR EMPLOYMENT DRIVER.....................................................................13 1.4 ECONOMIC IMPACT OF TOURISM IS SIGNIFICANT..............................................................14 1.5 POSITIVE IMPACT ON CAPITAL INVESTMENT .....................................................................15 1.6 CASE STUDY: ECONOMIC IMPACT OF A SINGLE PROJECT ................................................16 2 THE CHANGE DYNAMICS:WHAT KERALA HAS DONE............................................ 17 2.1 SWAGAT......................................................................................................................................17 2.1.1 Facilitation................................................................................................................................18 2.1.2 Memorable Experience ..............................................................................................................19 2.2 SOOCHNA....................................................................................................................................20 2.2.1 Marketing and Promotion ..........................................................................................................20 2.2.2 Information Dissemination.........................................................................................................23 2.3 SUVIDHA.....................................................................................................................................25 2.3.1 Accommodation and Stay ...........................................................................................................25 2.3.2 Facilities and Conveniences.......................................................................................................29 2.4 SURAKSHA .................................................................................................................................30 2.4.1 Security of Tourists ....................................................................................................................30 2.4.2 Environmental Protection ..........................................................................................................32 2.5 SAHYOG......................................................................................................................................34 2.5.1 Coordination and Cooperation...................................................................................................34 2.5.2 Quality Assurance and Control ..................................................................................................37 2.6 SANRACHNA ..............................................................................................................................39 2.7 AWARDS FOR EFFORTS MADE................................................................................................47 2.8 TOURIST FEEDBACK.................................................................................................................48 3 CHANGE IMPERATIVE : LEARNING FROMKERALA................................................ 49 3.1 KEY LEARNINGS FROM KERALA............................................................................................49 3.2 CREATING A „DEVELOPMENT DYNAMIC‟.............................................................................51 ANNEXURE I: DETAILS OF THE PRIMARY SURVEY & FEEDBACK.......................... 53 ANNEXURE II: WTTC: KERALA DECLARATION............................................................. 59 ANNEXURE III: CONSERVATION & PRESERVATION OF TOURISM ZONES............. 61 ANNEXURE IV: OBJECTIVES OF KERALA TOURISM VISION 2025............................. 63 ANNEXURE V: HOUSEBOATS CERTIFICATION.............................................................. 65 Kerala‟s Approach to Tourism Development: A Case Study Ministry of Tourism & Culture, Government of India 2 ANNEXURE VI: CLASSIFICATION OF AYURVEDA CENTRES ...................................... 67 ANNEXURE VII: CLASSIFIED HOUSEBOATS IN KERALA............................................. 68 ANNEXURE VIII: CLASSIFIED AYRUVEDA CENTRES IN KERALA............................ 69 ANNEXURE IX: STATEMENT OF POLICY INITIATIVES................................................ 70 TABLE OF EXHIBITS Table 1: Kerala‟s results „Effects of Change‟ ..................................................................................... 7 Table 2: The „Six S‟ framework for analysis...................................................................................... 8 Table 3: Visiting Kerala is a memorable experience........................................................................... 9 Table 4: Tourist Rating of Kerala on the 6 S...................................................................................... 9 Table 5: Domestic and Foreign Tourist Arrivals into Kerala (1991-2003) ........................................ 11 Table6: Foreign Tourist Arrivals (1991-2003) ................................................................................. 12 Table7: Foreign Arrivals to Key Tourism States in India (in Millions) ............................................. 12 Table8: International Tourism Receipts, India and Kerala................................................................ 13 Table9: Employment Impact of Travel and Tourism....................................................................... 14 Table10: Economic Impact of Travel and Tourism ......................................................................... 14 Table11: Tourism Impact on Capital Investment (2003)................................................................... 15 Table12: 6S of Tourism Development ............................................................................................ 17 Table13: Training Programmes for Tourism Services Personnel ...................................................... 18 Table14: Case Example: Tourism Quiz............................................................................................ 19 Table15: Tourist Rating of Kerala Compared to Other Destinations Visited..................................... 19 Table16: Tourist Rating of Information Services ............................................................................. 20 Table17: State Allocation for Tourism Marketing & Promotion (Rs. crore)...................................... 20 Table18: Case Example – Road Shows............................................................................................ 22 Table19: Acclaim for Kerala Tourism ............................................................................................. 23 Table20: Tourists‟ First Awareness of Kerala .................................................................................. 24 Table21: Tourist Rating of Accommodation and Accommodation-related Facilities in Kerala.......... 25 Table22: Tourist Rating of Overall Facilities in Kerala .................................................................... 25 Table23: Kerala‟s Classified Hotels & Room Capacity (2003)......................................................... 26 Table24: District-wise Classified Hotels (2003)............................................................................... 26 Table25: Homestay Accommodation............................................................................................... 27 Table26: Case Example - Grihasthali............................................................................................... 28 Kerala‟s Approach to Tourism Development: A Case Study Ministry of Tourism & Culture, Government of India 3 Table27: Tour Operators/Travel Agents/Guides in Kerala................................................................ 29 Table28: Tourist Rating of Local Tour Operators............................................................................. 30 Table29: Tourist Rating of Atmosphere of Security......................................................................... 31 Table30: Deployment of Tourist Police ........................................................................................... 31 Table31: Case Example: Orientation Programme for Tourist Police................................................. 31 Table32: Case Example – Insured Holidays..................................................................................... 32 Table33: Case Example – Special Plans for Tourism Zones ............................................................. 33 Table34: Case Example – Revision of the Tourism Act ................................................................... 35 Table35: Case Example – Tourism Resorts