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Kerala Tourism once again
reaffirmed its No. 1 position by making a clean sweep of a host of awards
instituted by the Ministry of Tourism, Government of India. Kerala clinched
seven awards including those for the best tourism performing State, best
practices by State Government, best eco-tourism products, best wildlife
sanctuary and most innovative use of IT.
Marari Beach Resort, Kerala picked up the best hotel award in the three-star
category while Malabar House, Fort Kochi bagged the award for the best heritage
classic resort. Mr. Jose Dominic, Managing Director Casino Group of Hotels was
selected for a Special Award for his pioneering efforts in resort development.
The best tourism performing State award was given to Kerala on the basis of
several factors including the State's promotional and marketing efforts,
infrastructure and human resources development and development of
sustainable tourism. Kerala had earlier won this award three times in a row.
It was the stress on quality and eco-friendly tourism, carefully planned moves,
and adoption of sustainable methods of development that won Kerala the best
practices award. Periyar Sanctuary won the best wildlife sanctuary award, while
Thenmala, India's first eco-tourism project and the innovative Zero Waste
project launched to make Kovalam waste-free brought home the best eco-tourism
products award.
The awards were received by Prof. K V Thomas, Minister for Tourism, Kerala along
with Mr. T Balakrishnan, Secretary, Kerala Tourism and Mr. Alkesh Kumar Sharma,
Director, Kerala Tourism at a function held on January 23rd, 2004 at Humayun's
Tomb, the famous historical monument in New Delhi.
"The awards are a tribute to sustainable tourism, which Kerala Tourism has
adopted in a big way," said Prof. K .V. Thomas.
One of the most acclaimed tourist destinations, Kerala, this season, was also
bestowed the coveted Super Brand status by the globally renowned Super Brands
Ltd. The State also won the prestigious PATA Gold Award for Destination
Marketing as well as a handful of other awards including the best debut
destination award at the Moscow travel fair, Otdykh Leisure, the FICCI award for
best marketing and best use of IT and the Galileo-Express travel and tourism
award for the best state tourism board.
"This outstanding achievement would not have been possible but for the
trade, who in addition to creating innovative products and services, worked
closely with the Government in marketing and promoting the destination,"
said Mr. T. Balakrishnan, Secretary, Kerala Tourism.
Tourism is increasingly becoming the mainstay industry of Kerala, offering
several lakh job opportunities to Keralites, besides bringing in big
investments, contributing much to the State's annual revenue and attracting
valuable foreign exchange earnings.
The first State in India to frame legislation - The Tourism Conservation,
Preservation and Trade Act - to regulate tourism activities, Kerala also
formulated a document - Tourism Vision 2025 - that acts as a guiding force for
its growth in a sustainable manner. Constantly exploring avenues for further
tourism growth, the State has launched, besides new products like MICE, monsoon
and pilgrim tourism, several events like the India International Boat Show,
Mystiques of Malabar and Swarnam- Kerala Gold Fest to promote the State in the
Indian and international markets. The Kerala Travel Mart, organized by Kerala
Tourism is the first its kind mart focusing on a single State. Little wonder
then, the State is fast increasing its global presence, having entered new
markets like China, CIS and South East Asia.
"These awards are a further reinforcement of the innovative marketing
techniques we have adopted. This recognition will encourage us to strive
harder," said Mr. Alkesh Kumar Sharma, Director, Kerala Tourism.
