marcom (kerala)

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    KERALA GODS OWN COUNTRY

    Sachin Hundekar

    Divya Alshetty

    Praveen Kumar M

    Subramanya Sharma

    Ajay Kanakaraj

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    KERALA AN INTRODUCTION : ,State Area 38 863 km2

    :Coast Length 590 kms

    : &Shares borders with Karnataka Tamil Nadu

    : , &Major Cities Thiruvananthapuram Kochi Kozhikode

    " " Ten paradises of the world and 50 places of a lifetime

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    MAJOR TOURIST ATTRACTIONS ( , , ) Beaches Alappuzha Bekal Kovalam etc

    ( , )Hill Stations Munnar Wayanad etc

    ( , , . ) Forts Palakkad Pallipuram St Angelo fort etc

    ( , )Waterfalls Palaruvi Power house waterfalls etc

    ( , )Backwaters Thiruvallam Ashtamudi etc

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    CONSUMERS .Corporates

    .Honeymooners .Celebrities .Politicians .Health conscious people / .Adventure extreme sports lovers

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    MARKET PLACE , , , Goa is Famous for Fenny Liquior Clear Water Beaches Cur

    .Accessories The Famous Goan Carnival is a big hit amo.foreign tourist

    , Rajasthan is famous for adventure tour royal desert camp, , .train tour desert safari tribal tours

    , , Karnataka is famous for its arts n crafts pilgrimages t.waterfalls etc

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    . .KERALA IS FAMOUS FOR

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    PRODUCTS ( ).Health package Ayurveda

    .Honeymooners package .Wildlife package .Adventure package .Hills station package .Beach package .Backwater package .House boat package .Yoga package

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    TARGETSTo turn Kerala into an all-season destination and to stabilize the to

    industry it is inevitable to focus on different target markets.

    The domestic market

    Middle East (NoRKs)

    Western countries

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    COMMUNICATIONAn internet presence is a key success.

    Web pages offer pre-travel information and online tour planers Gods own Country).

    Promotion campaigns, e.g. Dream Season, are communicatednationwide multimedia channels.

    Over the years Kerala-Gods own country became a brand of recognition.

    Kerala tourism empanels 7 agencies for Rs. 20-cr campaign.

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    TRENDS IN DOMESTIC & FOREIGNTOURIST ARRIVALS INTO KERALA

    (2002 TO 2008)

    Year Domestic Foreign

    2002 5568256 232564

    2003 5871228 294621

    2004 5972182 345546

    2005 5946423 346499

    2006 6271724 428534

    2007 6642941 515808

    2008 7591250 598929

    Year Total Revenuetourism Rs. In

    2001 4500

    2002 4931

    2003 5938

    2004 6829

    2005 7738

    2006 9126

    2007 11433

    2008 13130

    EARNINGS FROM T

    V i ti f l i iti K l D ti ti

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    Variation of people visiting Kerala DestinationForeign Domestic

    Districts % Var over 2007 % Var over

    ALAPPUZHA 23.24 37.47

    ERNAKULAM 16.89 36.05IDUKKI 9.82 5.29

    KASARAGODE -4.95 0.29

    KOLLAM -1.42 24.34

    KANNUR 2.48 5.29KOZHIKODE -0.54 4.41

    KOTTAYAM -0.47 21.87

    MALAPPURAM 4.10 3.27

    PALAKKAD 27.64 2.79

    PATHANAMTHITTA -36.20 -1.90

    O ll V i ti f Vi it ' d i th th t K l

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    Overall Variations of Visitor's during the month to Kerala

    Foreign Domestic

    % Variation over 2007 % Variation over 20

    JAN 16.77 9.66

    FEB 18.18 16.98

    MAR 26.49 19.55

    APR 14.65 15.42

    MAY 24.88 12.48

    JUN 12.68 12.81

    JUL 25.44 20.00

    AUG 28.54 14.24

    SEP 14.51 8.14

    OCT 18.53 17.99

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    KERALA TOURISM STATISTICS AS ON FISCAForeign Tourist arrival to Kerala during the year 2008 is 5,98,929. It shown

    of 16.11% over the previous year.Domestic Tourist arrival to Kerala during the year 2008 is 75,91,250. It shincrease of 14.28% over the previous year.

    Foreign exchange earnings for the year 2008 is Rs.3,066.52 Crores recorded a growth of 16.11 % over the previous year.

    Total Revenue (including direct & indirect ) from Tourism during 2008Rs.13,130.00 Crores, showing an increase of 14.84% over the last year

    Considering the district wise Foreign Tourist arrival, Wayanaddistrict showsvariation of 37.75% over 2007.

    Considering the district wise Domestic Tourist arrival, Alappuzha district shhighest variation of 37.47 % over 2007.

    Tourist from UK, France and Germany visit Kerala more.

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    :SWOT ANALYSISStrengths:

    State is well known for smooth law and order.

    Variety of product and services (medical tourism,monsoon tourism, beaches, backwaters, etc)

    Highly reputable, bagged various national andinternational awards.

    Weakness:

    Inadequate infrastructure to matc

    Shortage of funds for tourism exp

    Restrictive zones and policies.

    Exploitation of tourists.

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    :SWOT ANALYSISOpportunities:

    Lot of unused prospective on heritage tourism,medical tourism, and pilgrimage tourism.

    Accessibility of quality human resource.

    Threats:

    Over emphasis may lead to recesperiod of downturn.

    Growth of Goa tourism with dive

    Growth of tourism may lead to poproblem, ecological hazards.

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    .THE FUTURE VISION 2 025To make tourism Keralas core competency sector.

    To conserve and preserve the art, culture and heritage of the State.

    To identify, conserve and preserve special tourism zones.

    To involve PRIs and NGOs in the development of tourism infrastructure and tourismawareness.

    To promote sustainable and eco-friendly tourism in the State based on the carryingcapacity of the destinations.

    To rationalise tourism related legislations and policies of the Government so that it istourism friendly and promotes tourism growth.

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    Thank youThank you