Tourism in Kerala

Kerala,a state situated on the tropicalMalabar Coastof southwestern India, is one of the most popular tourist destinations in the country. Named as one of theten paradises of the worldbyNational Geographic Traveler,^[1]Kerala is famous especially for itsecotourisminitiatives and beautiful backwaters.^[2]Its uniqueculture and traditions,coupled with its varieddemography,have made Kerala one of the most popular tourist destinations in the world. Several international agencies ranging fromUNESCOtoNational Geographichave recognised the state's tourism potential.^[3]Kerala was named byTIME magazinein 2022 among the 50 extraordinary destinations to explore in its list of the World's Greatest Places.^[4]In 2023, Kerala was listed at the 13th spot inThe New York Times' annual list of places to visit and was the only tourist destination listed from India.^[5]

Until the early 1980s, Kerala was a relatively unknown destination, with most tourism circuits concentrated around the north of the country. Aggressive marketing campaigns launched by theKerala Tourism Development Corporation—the government agency that oversees tourism prospects of the state—laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche holiday destinations in India. The tag lineKerala – God's Own Countrywas adopted in its tourism promotions and became a globalsuperbrand.Kerala is regarded as one of the destinations with the highest brand recall.^[6]In 2010, Kerala attracted 660,000 foreign tourist arrivals.^[7]

Kerala is a popular destination for both domestic as well as foreign tourists. Kerala is well known for its beaches, backwaters inAlappuzhaandKollam,mountain ranges and wildlife sanctuaries. Other popular attractions in the state include thebeachesatKovalam,Muzhappilangad,BekalandKappad;backwater tourism and lake resorts aroundAshtamudi Lake,Kollam;hill stations and resorts atMunnar,Wayanad,Nelliampathi,VagamonandPonmudi;and national parks and wildlife sanctuaries atWayanad,Periyar,Parambikulam,Silent Valley National ParkandEravikulam National Park.The "backwaters"region—an extensive network of interlocking rivers, lakes, and canals that centre onVembanad Lake,also see heavy tourist traffic. Heritage sites, such as thePadmanabhapuram Palace,Hill Palace,andMattancherry Palace,are also visited. To further promote tourism in Kerala, theGrand Kerala Shopping Festivalwas started by theGovernment of Keralain 2007.^[8]Since then it has been held every year during the December–January period.

The state's tourism agenda promotesecologically sustained tourism,which focuses on the local culture, wilderness adventures, volunteering and personal growth of the local population. Efforts are taken to minimize the adverse effects of traditional tourism on the natural environment and enhance the cultural integrity of local people. The state has also made deep inroads intoMICE Tourismmainly centered atKochi.^[9]

Historical context[edit]

Since its incorporation as a state, Kerala's economy largely operated underwelfare-baseddemocratic socialistprinciples. This mode of development, though it resulted in a highHuman Development Indexandstandard of livingamong the people, led to aneconomic stagnationin the 1980s (growth rate are 2.3% annually).^[10]This apparent paradox—high human development and low economic development—led to a large number of educated unemployed seeking jobs overseas, especially in theGulf countries.Due to a large number of expatriates, many travel operators and agencies set up shop in the state to facilitate their travel needs. However, the trends soon reciprocated, with the travel agencies noticing the unrealised potential of the state as a tourist destination. The first travel agency in Kerala, Kerala Travels, was founded by Col G.V. Raja of theTravancore royal familyalong with P.G.C. Pillai.

Number of tourists by nationality
No.	Country	Tourists
1	United Kingdom	1,86,085
2	United States	1,09,859
3	France	97,894
4	Germany	67,425
5	Saudi Arabia	58,422
6	Maldives	52,236
7	Australia	42,089
8	Malaysia	40,197
9	Oman	38,619
10	Russia	35,066
As of 2019^[11]

By 1986, tourism had gained an industry status. Kerala Tourism subsequently adopted the taglineGod's Own Countryin its advertisement campaigns. Aggressive promotion in print and electronic media was able to invite a sizable investment in the hospitality industry. By the early 2000s, tourism had grown into a full-fledged, multi-billion-dollar industry in the state. The state was able to carve a niche for itself in the world tourism industry, thus becoming one of the places with the "highest brand recall".^[12]In 2003, Kerala, became one of the fastest-growing tourism destination in the world.^[13]

In 2012,National Geographic'sTraveller magazinenamed Kerala as one of the "ten paradises of the world" and "50 must see destinations of a lifetime".Travel and Leisurealso described Kerala as "One of the 100 great trips for the 21st century". In 2012, Kerala overtook theTaj Mahalto be the number one travel destination in Google's search trends for India. CNN Travel listed Kerala amongst its '19 best places to visit in 2019.Time magazinepicked Kerala among 50 ‘extraordinary destinations’ across the globe to explore in 2022. The state was ranked ninth in the ‘World's Greatest Places' and was described as an ‘eco-tourism hot spot'.^[14]In 2023,The New York Timesselected Kerala as one of the 52 must-see tourism destinations in the world. Kerala was selected as thirteenth in the list and was the only state in the list from India.^[15]

Arrivals of number of tourist between 2012 and 2022
Year	Total Tourists Arrived	Domestic		International
Year	Total Tourists Arrived	Total Visitors	% of Change	Total Visitors	% of Change
2023	21,871,641	21,222,584	12.48%	649,057	87.83%
2022	19,212,963	18,867,414	150.31%	345,549	471.28%
2021	7,598,104	7,537,617	51.09%	60,487	82.25%
2020	5,329,727	4,988,972	72.86%	340,755	71.36%
2019	19,574,004	18,384,233	17.81%	1,189,771	8.52%
2018	16,701,068	15,604,661	6.35%	1,096,407	0.42%
2017	15,765,390	14,673,520	11.39%	1,091,870	5.15%
2016	14,210,954	13,172,535	5.67%	1,038,419	6.23%
2015	13,443,050	12,465,571	6.59%	977,479	5.86%
2014	12,618,777	11,695,411	7.71%	923,366	7.60%
2013	11,445,954	10,857,811	7.75%	858,143	8.12%
2012	10,870,550	10,076,854	7.41%	793,696	8.28%
As of 2022^[16]

Major attractions[edit]

Beaches[edit]

Flanked on the western coast by theArabian Sea,Kerala one of the long coastline of 580 km (360 mi); all of which is virtually dotted with sandy beaches. Kovalambeach nearThiruvananthapuramwas among the first beaches in Kerala to attract tourists. Rediscovered by back-packers and tan-seekers in the 1960s and followed by hordes ofhippiesin the 1970s, Kovalam today is one of the most visited beaches in the state.^[17]^[18]^[19]

Other popularly visited beaches^[20]in the state include those atKappad,Alappuzha,Kozhikode^{[citation needed]}Beach, Marari Beach (Mararikulam, Alappuzha),Thumpoly(thumpoly beach ) Alappuzha,Alappuzha,Nattika (Thrissur), Vadanappilly beach (Thrissur),Cherai Beach,Ponnani beach,Bekal,Kappad Beypore beach,Marari beach,Fort Kochi,andVarkala.TheMuzhappilangad BeachatKannurand Thikkodi Beach atKozhikodeare the only two drive-in beach in India. Marari beach was rated as one of the world's top five Hammock Beaches by the National Geographic survey and has been cited^[21]in the international press.

Backwaters[edit]

AKettuvallamatKavvayi Backwaters,Nileshwaram

Thebackwatersin Kerala are a chain ofbrackishlagoons and lakes lying parallel to theArabian Seacoast (known as theMalabar Coast).HouseboatorKettuvallamrides in backwaters are a major tourist attraction in kerala. Backwater tourism is centered mostly around^[22]ofKeralalikeAlleppey,Kumarakom,Ashtamudi Lake,Kollam,Ponnani,Kavvayi Backwaters,VembanadandBekal.Boat races held during festival seasons are also a major tourist attraction in the backwater regions.

The backwater network includes large lakes such as theAshtamudi Lake,the largest among them, linked by 1500 km of canals, both man-made and natural and fed by several rivers, and extending virtually the entire length of Kerala state. The backwaters were formed by the action of waves and shore currents creating lowbarrier islandsacross the mouths of the many rivers flowing down from theWestern Ghatsrange.^[23]

Hill stations[edit]

Eastern Kerala consists of land encroached upon by theWestern Ghats;the region thus includes high mountains, gorges, and deep-cut valleys. The Western Ghats is aUNESCO World Heritage Siteand is one of the 36 biodiversity hotspots in the world. The wildest lands are covered with dense forests, while other regions lie under tea and coffee plantations (established mainly in the 19th and 20th centuries) or other forms of cultivation.

The Western Ghats rise an average to 1500 m elevation above sea level. Some of the popular hill stations in the region areMunnar,Vagamon,Paithalmala,Wayanad,Nelliyampathi,Nilambur,Elapeedika,Peermade,Thekkady,PonmudiandKalvary Mount.

Wildlife[edit]

Most ofKerala,whose native habitat consists of wet evergreenrainforestsat lower elevations andhighland deciduousand semi-evergreenforests in the east, is subject to a humid tropical climate. However, significant variations in terrain and elevation have resulted in a land whosebiodiversityregisters as among the world's most significant. Most of Kerala's significantly biodiverse tracts of wilderness lie in the evergreen forests of its easternmost districts. Kerala also hosts two of the world'sRamsar Convention-listedwetlands:Lake Sasthamkottaand theVembanad-Kol wetlandsare noted as beingwetlands of international importance.There are also numerous protected conservation areas, including 1455.4 km²of the vastNilgiri Biosphere Reserve.In turn, the forests play host to such majorfaunaasAsian elephant(Elephas maximus),Bengal tiger(Panthera tigris tigris),leopard(Panthera pardus),Nilgiri tahr(Nilgiritragus hylocrius), andgrizzled giant squirrel(Ratufa macroura).^[24]More remote preserves, includingSilent Valley National Parkin the Kundali Hills, harbour endangered species such as thelion-tailed macaque(Macaca silenus),Indian sloth bear(Melursus (Ursus) ursinus ursinus), andgaur(the so-called "Indian bison" —Bos gaurus). More common species includeIndian porcupine(Hystrix indica),chital(Axis axis),sambar(Cervus unicolor),gray langur,flying squirrel,swamp lynx(Felis chaus kutas),boar(Sus scrofa), a variety ofcatarrhine Old World monkeyspecies,gray wolf(Canis lupus), andcommon palm civet(Paradoxurus hermaphroditus). Many reptiles, such asking cobra,viper,python,various turtles and crocodiles are to be found in Kerala—again, disproportionately in the east. Kerala'savifaunainclude endemics like theSri Lanka frogmouth(Batrachostomus moniliger),Oriental bay owl,large frugivores like thegreat hornbill(Buceros bicornis) andIndian grey hornbill,as well as the more widespread birds such aspeafowl,Indian cormorant,jungleandhill myna,Oriental darter,black-hooded oriole,greater racket-tailedandblack drongoes,bulbul(Pycnonotidae), species ofkingfisherandwoodpecker,jungle fowl,Alexandrine parakeet,and assorted ducks and migratory birds. Additionally, freshwater fish such askadu(stinging catfish—Heteropneustesfossilis) andbrackishwaterspecies such asChoottachi(orange chromide—Etroplus maculatus,valued as anaquariumspecimen) also are native to Kerala's lakes and waterways.

Historical monuments[edit]

Panoramic view from insideBekal Fort,the largest fort in Kerala

Historical monuments in Kerala include palaces, forts, and religious institutions.^[25]Notable forts includeBekal Fort,Arikady fort,Chandragiri fort,Hosdurg Fort,Palakkad Fort,ThalasseryFort,Fortaleza da São Tomé,Fort Kochi,St Thomas Fort,East FortandAnchuthengu Fort.^[25]Notable palaces includePadmanabhapuram Palace,Kanakakkunnu Palace,Kowdiar Palace,Mattancherry Palace,Arakkal Palace,Shakthan Thampuran Palace,Hill Palaceetc.^[25]TheMalabar Coastis also home to some of theoldest temples,oldest mosques,oldest churches,andoldest synagoguesinSouth Asia.^[25]The historic trading food streets in Kerala include theS. M. Street(Sweetmeat street) atKozhikode.Mappila Bayharbour atKannuris home to both fort and palace.^[25]Thalassery Cuisine,a traditional style of cuisine originated inNorthern Keraladue to its historical trade relations, also attracts tourists.^[25]

Events[edit]

Festivals[edit]

The major festival in Kerala isOnam.Kerala has also a number of religious festivals.Thrissur Pooram,Attukal Pongala,Beema Palli Uroos, andChettikulangara Bharaniare the major temple festivals in Kerala. TheThrissur Pooramis conducted at the Vadakumnathan temple, Thrissur. TheSivarathriis also an important festival in Kerala.Aluva Sivarathri festivalis the most famous festival related to Sivaratri. Festivals likeChristmasandEasterare observed by the Christians.Parumala Perunnal,Manarkadu,Arthunkal,Thumpoly,EdathuaPerunnalare the other regional festivals of Christians.Eid al-FitrandEid al-Adhaare celebrated by the Muslim community. The annual festivalThirayattamis conducted in the village shrine of the south Malabar region in Kerala.^[26]

Kochi-Muziris Biennale[edit]

Kochi-Muziris Biennaleis the largest art exhibition in the country and the biggestcontemporary artfestival in Asia conducted every year in the city ofKochi.The first Biennale in India was conducted in Kochi from 12 December 2012 till 13 March 2013.^[27]

Medical tourism[edit]

Medical tourism,promoted by traditional systems of medicine likeAyurvedaandSiddha,is widely popular in the state, and draws increasing numbers of tourists. Kerala is popularly known as hub of Ayurveda. The medical tourism segment of Kerala is known for its reputation.^[28]

Culture[edit]

Kerala's cultureis mainlyHinduin origin, deriving from a greaterTamil-heritageregion known asTamilakam.Later, Kerala's culture was elaborated on through centuries of contact with overseas cultures.^[29]Nativeperforming artsincludekoodiyattom,kathakali—fromkatha( "story" ) andkali( "play" )—and its offshootKerala Natanam,koothu(akin to stand-up comedy),mohiniaattam( "dance of the enchantress" ),thullal,padayani,thirayattam,andtheyyam.Other arts are more religion- and tribal-themed. These includechavittu nadakom,oppana(originally from Malabar), which combines dance, rhythmic hand clapping, andishalvocalisations. However, many of these art forms largely play to tourists or at youth festivals, and are not as popular among most ordinary Keralites, who look to more contemporary art.

Several ancient ritualised arts are Keralite in origin; these includekalaripayattu(kalari( "place", "threshing floor", or "battlefield" ) andpayattu( "exercise" or "practice" )). Among the world's oldest martial arts, oral tradition attributeskalaripayattu's emergence to Parasurama. Other ritual arts includeThirayattam,theyyam,poorakkaliandKuthiyottam.Thirayattamis a ritual performing folk art form of South Malabar region. Processions often include traditional music such asPanchari melamorPanchavadyam.

In respect ofFine Arts,the state has an abounding tradition of both ancient and contemporary art and artists. The traditionalKerala muralsare found in ancient temples, churches and palaces across the State. These paintings, mostly dating to between the 9th to 12th centuries AD, display a distinct style, and a colour code which is predominantly ochre and green.

Kerala is known for its religious diversity. The major religions are Hinduism, Christianity and Islam.Jainism,Judaism,Sikhismand Buddhism have smaller followings. Thestate's historic tieswith the rest of the world have resulted in the state having many notable temples, churches and mosques. Kerala is home to theKottakkavu church,one of the first churches in India founded byThomas the Apostlewhen he reached Indian shores,Cheraman Mosque,the first mosque in India, which is considered to have existed even before the death of theMuhammadandParadesi Synagogue,which is the oldest active synagogue in theCommonwealth of Nations.

Recognising the potential of tourism in the diversity of religious faiths, related festivals and structures, the tourism department launched a "Pilgrimage tourism" project.^[30]^[31]Major pilgrim tourism attractions includeGuruvayur,Sabarimala,Malayatoor,Paradesi Synagogue,Arthunkal,Thumpolychurch, St. Mary's Forane (Martha Mariam) church, Kuravilangad built in 105 A.D,Attukal Pongala(which has the Guinness record for being the largest gathering of women in the world), andChettikulangara Bharani.