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In a major boost to local tourism, Kerala is set to add 39 new destinations to its tourism map under the ‘Destination Challenge’ project. The initiative aims to develop at least one tourism destination in each local body, with the goal of reducing the pressure on existing popular tourist spots, particularly those located in environmentally-sensitive regions that are at risk of being overwhelmed by high tourist traffic.
While one destination has already been opened to the public, the remaining 38 destinations are in various stages of development. This project is expected to significantly benefit lesser-known areas across the state, spreading tourism more evenly and allowing lesser-visited destinations to shine.
The 'Destination Challenge' was initiated by Kerala Tourism to encourage the development of new attractions by local bodies, ensuring that the infrastructure for tourism is enhanced across the state. Initially, the project faced criticism due to slow progress and the lukewarm response from local bodies. However, with administrative sanction for 39 new projects, the initiative is now gaining momentum.
As per the project guidelines, the Kerala Department of Tourism will cover 60% of the total project cost, up to a maximum of ?50 lakhs, while the respective local bodies will fund the remaining 40%. These funds can either come from the local body’s own resources or through sponsorship. Additionally, the state government has authorized the use of MLAs' asset creation funds for this purpose.
Local bodies are responsible for identifying the destinations and executing the first phase of development. Once the master plan is approved, the Tourism Department’s share of the funding will be provided in the second phase. Shri P. A. Mohamed Riyas, Minister, Kerala Tourism, expressed optimism, stating that the government aims to develop 100 destinations by the end of its second term, with the approved projects estimated to cost around ?35.76 crores. Of this, the Tourism Department will contribute ?17.78 crores.
Of the 39 projects sanctioned across 13 districts, Idukki has emerged as a major beneficiary with eight projects, followed by Ernakulam with six, and Wayanad and Kozhikode with four each. These developments are anticipated to ease the burden on established tourist destinations that have been strained by excessive footfall, particularly in environmentally fragile regions.
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