THIRUVANANTHAPURAM: The state government’s Tourism Policy 2017 unveiled by Tourism Minister Kadakampally Surendran on Friday has private participation in destination development, formation of a regulatory authority and new tourism projects as its highlights. According to Kadakampally, the proposed Kerala Tourism Regulatory Authority(KTRA) is to ensure quality service for tourists and curb unhealthy practices in the sector.
The authority will act as the supreme authority to monitor the functioning of different stakeholders in the sector. Appointing a brand ambassador having global recall tops the list of marketing initiatives for the destination. Overseas campaigns will also be strengthened.Destination development with public-private participation on the lines of the Jadayupara Tourism Project in the state capital will be undertaken in select locations. An investment cell will be formed to help NRIs interested in tourism investments. KIIFB assistance will be sought for infrastructure development.
The policy envisages customised products for young travellers, professionals, students and artists. Regional sports like mud football in Wayanad will be promoted. Steps will be taken to popularise monsoon tourism among both domestic and international travellers.Another highlight of the policy is experiential tourism which provides travellers with the opportunity to experience rural life. Homestays will be promoted using new marketing strategies and 1,000 new units will be opened.
The Tourism Department will associate itself in organising international events hosted by the state like the International Film Festival of Kerala(IFFK), book festival and music festival.
Kadakampally said Kerala’s tourism sector is crippled by dearth of infrastructure facilities and mismanagement of destinations. “There are complaints about lack of proper maintenance of even top destinations. The new policy aims to address these issues,” he said. Waste management projects will be implemented at tourist destinations in cooperation with local bodies. A special campaign will launched for promoting major festivals. An advance festival calendar will be published.
A special programme will be devised to promote weekend travel of Malayalees. Green protocol will be implemented at all destinations.The classification system for ayurveda centres, houseboats and other services will be revised and norms will be made more strict. A special rating will be introduced for hotels based on the quality of service provided. This will be in addition to the star classification. All new infrastructure development projects will be friendly to the differently-abled and transgender persons.