Page 314 - economic review

EXTERNAL SECTOR286

Human Resource Development

6.47 One of the key challenges to tourism development in India is the shortage of skilled manpower.
Quality human capital with quality labour standards is fundamental to regional tourism development.
It represents quality of life of the population, literacy, educational level, standard of living, health
status, services etc. Recognizing the importance of Quality Human Resource, the State Government
has been operating the following inistitutes in travel and hospitality sector.

• Kerala tourism are Kerala Institute of Tourism and Travel Studies (KITTS)
• State Institute of Hospitality Management (SIHM)
• Food Craft Institutes (FCIs)

Eco-Tourism

6.48 Kerala is famous for its ecotourism initiatives. The objectives of eco-tourism are to convert entire
tourism industry in Kerala into eco-friendly mode, to strengthen Eco-tourism development initiatives
in the state and to ensure local community involvement in tourism initiatives leading to employment
and income generation.

• Directorate of Eco-Tourism
Pioneering the eco- tourism activities in the State

Tourism Marketing

6.49 Kerala is the first state in the country actively promoting tourism in domestic and international
markets. Promotion and marketing activities include advertising in print and television media, taking
up innovative marketing like Train Branding, Airport Branding, Staging of road shows, seminars
and workshops, and conducting familiarization trips for tour operators, leading travel writers and
journalists. The Department is also making use of the promises of ICT Techniques in marketing like
social media campaign, viral video clips, web optimisation, and software solutions etc. Niche products
and new brands like The Great Backwater of Kerala, Kerala-Home of Ayurveda, Your Moment is
Waiting, Dream Season etc are also marketed in a big way.

Outlook

Export growth in various sectors is affected by decline in international commodity prices and weaker
external demand due to low growth of the world economy. The resultant fall in exports and slowdown
in migration has lead to concern in Kerala over future prospects. Tourism needs to provide quality
services and generate demand for high value added services that involves all stakeholders, including
the community where development is taking place. An integrated approach to tourism planning and
management is required to achieve sustainable tourism which would result in economic benefits and
will also bring about more employment in the state. Kerala is at present dependant on non resident
remittances to a great extent to boost economic activity within the state.This may prove risky in
future. Similarly more exports will depend on cost competitiveness. It would be better to focus on
export of knowledge products based on high skill, innovation and creativity. Kerala has immense
potential for high value eco tourism, medical tourism and adventure tourism. The quality of service
provided, knowledge of various languages and awareness of requirements of various tourists could
further enhance the reputation that Kerala has as a world destination.

Kerala State Planning Board