As Kerala shapes its FY27 budget, tourism sector's pushing hard for more funds. Delegation from Confederation of Kerala Tourism Industry (CKTI) recently pressed Chief Minister V.D. Satheesan to reinvest at least 1% of tourism revenue — about ₹45,053 crore annually — back into development and marketing. That could mean ₹450 crore,a big jump from current ₹80 crore marketing budget,unchanged since Oommen Chandy's time.
CKTI, representing organized tourism and hospitality,slammed government's ongoing neglect,treating tourism as secondary rather than crucial economic engine. Competing states like Rajasthan, Goa, and Tamil Nadu have boosted their tourism marketing budgets to over ₹300 crore annually. Stark contrast.
CKTI wants tourism officially recognized as industry. Many top destinations globally and in India already have this,reaping significant benefits. Sajeev Kurup,CKTI's general secretary and Ayurveda Promotion Society (APS) president,highlighted Kerala's unique assets — climate, wellness heritage. He noted state's failing to promote its renowned Ayurvedic treatments,especially in monsoon, dubbed "world’s Ayurveda season."
“While Kerala’s monsoon season is the world’s Ayurveda season,we are not telling that story loudly or consistently enough to markets that are eager for such experiences,” Kurup stated.
To fill this gap, Kurup proposed an international campaign “Kerala Monsoon – World’s Ayurveda Season,” targeting GCC, CIS countries,Europe,Southeast Asia, and North America. He also suggested a domestic push,“Kerala Ayurveda Calling,” for major Indian cities like Delhi,Mumbai, Kolkata,Chennai,Hyderabad, and Pune Adequate funding crucial,he noted.
CKTI also emphasized restoring European tourists' confidence. Kerala's yet to regain pre-pandemic foreign tourist numbers — 11.89 lakh in 2019. Domestic tourism's booming, but European market share's slipping.
Infrastructure upgrades are critical too. Better road connectivity,sanitation, waste management, signage,and public amenities at key tourist spots needed to improve visitor experience. Delegation urged creation of Kerala Tourism Promotion Board with private sector input to steer tourism governance,policy, and marketing.
As state gears up for budget, tourism advocates push hard for renewed focus and investment. Will Kerala rise as top destination or…?
