Kerala Tourism Launches New Sustainable Growth Strategy

Kerala Tourism has unveiled a new strategic vision aimed at driving sustainable growth by focusing on smart, inclusive, and regenerative travel experiences. The announcement was made by Tourism Minister P A Mohamed Riyas at a press conference, where he was joined by Tourism Secretary K Biju.

The new policy seeks to leverage technology to enhance the tourism ecosystem, ensuring that the benefits of the industry are distributed equitably among local communities while prioritizing environmental conservation.

### Smart and Inclusive Initiatives

A core component of the vision is the integration of technology, including Artificial Intelligence and data analytics, to create personalized travel experiences and improve service delivery. This “smart tourism” approach aims to connect visitors with Kerala’s culture and natural beauty more effectively.

Inclusivity is being championed through the state’s Responsible Tourism (RT) Mission, which works in tandem with local self-government institutions. This collaboration ensures that local communities are active participants and beneficiaries of tourism activities. The plan also includes establishing “Tourism Clubs” in educational institutions to engage the youth and foster a new generation of tourism professionals.

### Regenerative Tourism and ‘Make in Kerala’

The strategy introduces the concept of “regenerative tourism,” which goes beyond sustainability by aiming to leave destinations better than they were before. This involves actively contributing to the local ecosystem and community.

Supporting this goal is the “Make in Kerala” project, designed to bolster the state’s economy by sourcing products and services for the tourism sector from local producers. The initiative encourages hotels and resorts to procure items like soaps, umbrellas, and bedsheets from within Kerala, creating a circular economy. A key target of this project is to source 60 per cent of the industry’s needs locally.

Tourism Secretary K Biju elaborated that the department will use technology for targeted marketing and to ensure a high standard of service across all tourism products. The government will also focus on developing new destinations, with a goal of adding at least 25 new locations each year to diversify offerings and reduce pressure on established tourist spots.

### Key Points

* The “Make in Kerala” project aims to boost the state’s GDP by 12 per cent.
* The initiative is expected to create an additional 1.5 million job opportunities.
* The project seeks to attract investments of INR 25,000 crore.
* A primary target is to source 60 per cent of the tourism industry’s needs locally.
* The government plans to develop a minimum of 25 new tourism destinations annually.

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