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KTDC Index : 1. Gods own country(concept)-kerala 2. Introduction of (ktdc) 3. History 4. objectives 5. Activities of ktdc 6. Types of hotels 7.

TOURS BY KTDC 8. Mission and Vision 9. Achievements and Awards 10. Future plans 11. Swot analysis 12. Conclusion 13. Contact information

Why is Kerala Gods Own Country? Kerala is like a narrow strip of land lying between the Arabian Sea to the west and the hill ranges called Western Ghats. This geography defines Kerala's main identity as a green, rain-rich state filled with inland water bodies. More than 40 rivers flow down the Western Ghats to meet the Arabian Sea forming, with the backwash of the sea, a complex of canals and lakes called the Kerala Backwaters. Backwaters, historical structures, culture, wildlife, natural beauty. The state all these and more. In Kerala every one can get experience freshness and touch of mother earth everywhere. Thats why Kerala promote as Gods own country Introduction : KTDC means the Kerala Tourism Development Corporation Limited. In its beginning period its name was Kerala Tourists and Handicrafts Development Corporation Private Limited, and the name was changed to Kerala Tourism Development Corporation Limited in July 15, 1975.In that time they have 5 departments, Mascot Hotel, Kovalam Beach, Aranya Nivas, Edappalayam TB and Periyar House. With sprawling properties, combining modern and traditional architecture in breathtaking exotic islands, luxuriant game reserves, mist-laden hills, palmfringed beaches and tranquil backwaters; each property under the KTDC Hotels and Resorts is a destination by itself. Our properties ranging from Premium to Budget are designed to function as icons of Kerala heritage and to readily extend the warmth and excitement of traditional hospitality of Kerala. And an interesting fact is that all KTDC properties share one thing in common - they all assure our guests unique holiday experiences. Resorts run by KTDC reflect the unique ambience of their location. With a wide range of services to choose from, our guests would not have a dull moment throughout their stay. In our efforts to provide the best to our guests, we make sure that they get what we have promised. And when it comes to sharing the essence of traditional lifestyle such as Ayurveda and Panchakarma, ours is among

the best-equipped in Kerala. And for those who want to travel with us, our tour packages offer plenty of choices to make. So, just let us know when you are coming to Kerala! A most warm welcome! HISTORY : Kerala was relatively an unaware state among tourist circles until early 60s. The first initiative to popularize Kerala as a tourist destination was undertaken by Travancore's 1st Prince, H.H Col. Goda Varma Raja (Husband of H.H The Queen of Travancore) started Kerala Tours Limited to popularize key tourist locations in Travancore Kingdom. When Travancore merged with India, Kerala Tours Limited became a private entity under Travancore Royal Family. For more than 20 years since Independence, Kerala trend to ignore tourism as key industry, leaving KTL and other private players to lead the role. In 1960s, KTL struck gold, by collaborating with Thomas Cook and started popularizing Kovalam among western countries which started the advent of Hippie culture in Kovalam Beach. The strong inflow of tourists into Kovalam started Kerala Government to consider Tourism as key industry. Though it tried to nationalize Kerala Tours Limited, it soon fell into legal issues. This resulted in Government to think starting a new entity known as Kerala Tourism Development Corporation (KTDC) IN 1966. Started as Department, KTDC became a separate commercial entity by 1970s. Several premium guest houses of Kerala Government were identified and converted into hotel brands, making strong profits of organization. Objectives of KTDC : The objectives KTDC is to do the hard work in the overall developm No table of figure No table of figures entries found.s entries found.ent of tourism and its activities in the state. Now it is working smoothly with hotels starting from Luxury star Hotels to Yathri Nivas, Restaurants, and Motels. Nowadays for KTDC, there are almost 77 units. The operators also provide all kinds of needs for the tourists based on travel assistance and support services. 1. To promote Kerala as a leading tourist destination 2. To identify key tourist destinations within Kerala and promote it outside 3. To provide auxillary support in developing key tourist destinations

4. To provide highest quality hospitality services to tourists 5. To act as one-source destination for various informations regarding tourist destinations and other related informations. 6. To ensure higher returns to Government, through various financial andsocial viable projects, and thereby provide employment ACTIVITIES Trekking The activity of hiking through the mountainous regions of India is known as Trekking. Western Ghats of high ranges, gorges and deep-cut valleys of the tropical habitat and wildlife sanctuaries can be the ideal place for those who are passionate about Trekking in Kerala. Important destinations: Periyar Wildlife sanctuary, Munnar, Bhoothathan Kettu, Agastyarkoodam, Pythal Mala, Edakkal Caves, Vagamon, Chembra Peak, Ponmudi etc. Fishing Kerala is world-famous for its beautiful beaches and serene backwaters, providing excellent opportunities for fishing and angling. The backwaters, rivers, lagoons, streams, lakes and canals of Kerala offer unlimited opportunities for fishing. Tree Climbing Tree climbing is for people of all ages who are guestng at heart and ready for the enjoyment trees can provide. Come and experience the adventure with Mantra holidays. Different techniques are used to climb trees depending on the climbers individual style and preferences, as well as the type of tree and difficulty of the climb. Water Sports Canoeing: Canoeing is a favorite sports among the tourists of Kerala and local inhabitants of the state. Canoeing is an excellent option to explore the backwaters closely.

Para Sailing: Parasailing is a water sport commonly indulged in beaches and sea side resorts. The sailor is strapped to a parachute which in turn is attached by a harness to a motor boat or some such small vessel. Scuba Diving: Scuba diving is the best way to explore the varied aqua life. The deep Arabian Sea off Kerala shores makes scuba diving a veritable pleasure sport. Snorkeling: Snorkeling is a major tourist recreation at the beaches of Alappuzha, Kovalam and Varkala. It allows the diver to view the natural underwater bounties and the diversity of marine life. Wind Surfing: Windsurfing is skimming the water face on a surfboard with a revolving sail. Windsurfing is a sport that rouses much interest in the numerous beaches that fringe coastal Kerala. Windsurfing includes surfing as well as sailing. The breezy climate and placid seas make wind surfing in Kerala an ideal sport to engage. Adventure in Kerala Backwater Biking & Canoeing : Kerala is a land of canals, lagoons, lakes and rivers. These backwaters with their peculiar landscape has had a distinct impact on the lifestyle of the people who live anong its banks. Kerala's uniqueness lies in these backwaters found nowhere else in the world. The 41 west - flowing rivers of kerala form the backbone to this magnificent gift of nature. The backwaters are a gateway for the visitor to see first hand the unhurried village life of rural kerala. To live through this beautiful experience, GUEST offers a unique opportunity to go around cycling and canoeing. The journey starts at aapuzha (alleppey), cycle along the paddy fields and villages and canoe through backwaters of central kerala. Duration - 3 days

Bird Tours : For the bird watcher, kerala is a dream destination with over 500 species of birds. The bird tours will be of 4 to 8 days duration. The 4 - day journey will take GUEST through the kumarakom bird sanctuary, the periyar tiger reserve, the thattekad bird sanctuary and the chinnar wildlife sanctuary. The 8 day tour will additionally take GUEST through the parambikulam wildlife sanctuary and the wayanad hills to the north of the state. your accommodation will be in estate lodges, forest lodges and tree houses. GUEST will be accompanied by an experienced guide throughout your journey. Forest & Wildlife Photography Tours : For those so inclined, we have a fully guided forest & wildlife photography Tour in the company of experienced guides. The tours can be organised through the forests of the periyar tiger reserve, chinnar wildlife sanctuary, parmbikulam wildlife sanctuary and wayanad. Hiking & Biking : The journey will take GUEST to periyar tiger reserve for a 3 - day campint / trekking and bamboo rafting. From then through the mountain paths on cycles to munnar where GUEST will reach after two days and stay at one of the planters bungalows. When GUEST reach munnar GUEST will be transferred to an estate bungalow before proceeding to the mountains for a 2 day camp. Duration - 7 days Kerala Bamboo Rafting : Kerala has a range of ecotourism projects that provide the discerning visitor a unique experience. Bamboo Rafting is one of such project. Kerala Village Cruise : Kerala gives opportunities to feel the rustic ambience and explore the culture, tradition and lifestyle of villagers. In Kerala village tours. Kerala Elephant Ride : Kerala is the land of Poorams and procession of decorated elephants is a common sight. These elephants are of calm nature and friendly.

Nature walk The guided day trek Different nature trails traversing diverse habitats form the trekking routes, generally 4 to 5 km. in length. This is an interpretive program offering excellent opportunity to watch birds, butterflies and other wildlife. The trails often pass through evergreen and moist deciduous forests interspersed with marshy grasslands.

TYPES OF HOTELS Hotels and Motels Over years, KTDC emerged itself as a key hospitality player with more than 40 properties ranging from heritage 5 star resorts to budget accommodation. KTDC is one of the few Indian Govt owned hotel chain, that have clearly marketed with strong branding and aggressive promotions. KTDC manages all its properties under 4 brands All Motel ARAMs are wayside amenities with an array of facilities for travellers. They provide services from 7 a.m. to 10 p.m. which include breakfast, lunch, dinner and snacks in between with local / continental tastes. There is facility for organizing parties especially for groups who travel through the respective roads. Parties can be booked in advance. Neat and clean toilet facilities are integral part of Motel Aram. LIST OF HOTELS Premium Hotels of KTDC 1. Mascot Hotel, Thiruvananthapuram 2. Hotel Samudra, Kovalam 3. Aranya Nivas, Thekkady 4. Tea Country, Munnar 5. Waterscraps, Kumarakom 6. Bolgatty Palace Hotel, Kochi 7. Ayurvedic Lake Resort, Thanneermukkom Budget Hotels of KTDC

1. Hotel Chaithram, Thiruvananthapuram 2. Agasthya House, Neyyar Dam 3. Periyar House, Thekkady 4. Hotel Nandanam, Guruvayoor 5. Mangalya, Guruvayoor 6. Anjanam, Guruvayoor 7. Garden House, Malampuzha 8. Malabar Mansion, Kozhikode Under KTDC again, There are 7 Yathri Nivases, 13 Motel Araams, 228 KTDCRestaurants and Beer Parlours, 4 Restaurants, 4 Boat clubs, 2 Pilgrim Amenity Centres and several other units. Tarmind Eaze The newest addition to KTDC, Tarmind Eaze are a series of 15 budget hotels spread across Kerala, to cater growing number of budget tourists Providing budget travellers the choicest accommodation in Kerala, the KTDC Hotels and Resorts have set up a string of hotels located all over Kerala. The very location of these hotels promoted under the brand name KTDC Tamarind Easy Hotels allows travellers to explore the lesser known entities, besides the popular attractions of Kerala. Neat and well-appointed rooms greet the guests at each Tamarind Easy Hotel. The multi-cuisine restaurant offering you the taste of ethnic Kerala would be a delightful experience. By virtue of its location, each Tamarind Easy Hotel has the advantage of getting close to destinations with unique attractions. With over 250 rooms in fourteen properties, Tamarind Easy Hotel chain easily adds value to your money, time and the thrill of holidaying in Kerala.

Tamarind KTDC Easy Hotels Tamarind Neyyar

Tamarind Kollam Tamarind Alappuzha Tamarind Changanacherry Tamarind Peermedu Tamarind Thrissur Tamarind Kalady Tamarind Guruvayoor Tamarind Nilambur Tamarind Mannarkkad Tamarind Thirunelly Tamarind Kondotty (Kozhikode Airport) Tamarind Kannur Tamarind Parasinikadavu (Mangattuparambu)

Aaram KTDC was one of the first hospitality chain in India, to start series of motels across major state and national highways. The motels are branded as Aaram, which are designed as road-side multi-cuisine restaurants. Every Aaram has a large well maintained restaurant, rest-rooms and many motels have dormitories as well as medical center. In 2007, another series of motels branded as Vazhiroram started as a public-private partnership, which didn't find as success as Aaram. A few designated Aarams do have beer parlors which serves limited alcohol drinks as well as beer. Package Tours KTDC sells packaged tours of Kerala across world, through a wide network of travel agents and tour agencies who act as General Sales Agents of KTDC. More than 20 different products are offered by KTDC, which many have won wide accolades.

Conducted Tours and Sight-seeing tours KTDC conducts one day and 2 day conducted sight-seeing tours in major cities as well as in tourist centers. This includes bus/tourist cars trips as well as boat ferries. Tourist Reception KTDC have several tourist reception centers in all major cities and tourist centers, from where conducted tours start and end, in addition to providing complimentary information about various tourist destinations, maps and guides. Conducted Tours by KTDC.

1. Conducted Tours Operated from Tourist Reception Centre Kochi: Cochin Sightseeing Tour / Cruise (Twice daily) 1st Tour - 9.30 am to 1.00 pm 2nd Tour - 2.30 pm to 6.00 pm Fare Rs.150/- per person Places covered: Dutch Palace (Friday Holiday), Synagogue (Friday & Saturday Holiday), St. Francis Church (Sunday Holiday), Chinese Fishing Nets with Spectacular view of Willington Island, Kochi Harbour and Bolgatty Island. Full Day Backwater Canal Tour (Daily) Tour - 8.15 am to 5.30 pm Fare Rs.650/- per person A unique opportunity to experience the beauty of Kerala Backwaters, flora and fauna, Village life through Kettuvallom (Traditional Rice Boat) and Country Boat (Open Canoe) with traditional Veg. Kerala Lunch.The tour is operated at a quite, beautiful village 35 Kms south of Kochi. Tourists are transferred to the village by road. Half Day Backwater Canal Tour (Twice Daily) - (By Open Canoe)

Experience the beauty of Kerala Backwater and Village Life 1st Tour - 8.30 am to 1.00 pm 2nd Tour - 2.00 pm to 6.30 pm Fare Rs.450/- per person The tour is operated at a quite, beautiful village 35 Kms south of Kochi. Tourists are transferred to the village by road.

Sun Set Tour (Daily) 5.30 pm to 7.00 pm Fare Rs.150/- per person Non Stop Boat cruise during the time of sun set in the Kochi Harbour area with spectacular view of Marine Drive, Chinese Fishing Nets, Bolgatty Island, Willington Island and Kochi Harbour. Cherai Beach Tour (Daily) Tour - 2.00 pm to 7.00 pm Fare Rs.350/- per person Places covered: Goshree Bridge (By way), Coir Factory (Sunday Holiday) and Cherai Beach. Metro Village Backwater Tour (Twice daily) 1st Tour - 7.00 am to 11.00 am 2nd Tour - 3.00 pm to 7.00 pm Fare Rs.450/- per person A cruise into the inland waterways of Kochi with enrapture view of paddy fields, Crab farms, Prawn farms, Chinese Fishing Nets, Bolgatty Island, Willington Island and Kochi Harbour. Kalady - Ezhattumugham - Athirappilly Tour (Daily)

Tour - 7.30 am to 7.00 pm Fare Rs.900/- per person (Inclusive of Breakfast and Lunch). Places covered: Sringeri Matt, Sree Ramakrishna Advaita Ashram, Sree Adi Sankara Keerthi Stambha Mandapam, Ezhattumugham Prakrithi Gramam, Athirappilly Water Falls and Vazhachal Waterfalls. Kochi Darshan (Half Day) (Twice Daily) 1st Tour - 9.30 am to 1.30 pm 2nd Tour - 2.00 pm to 6.00 pm Fare Rs.350/- per person Places covered: Dutch Palace (Friday Holiday), Synagogue (Friday Saturday Holiday), St. Francis Church (Sunday Holiday), Chinese Fishing Nets, Maritime Museum (Monday Holiday), Dutch Cemetery, Santa Cruz Catherdral. Kochi Darshan (Full Day) Tour - 9.30 am to 7.00 pm Fare Rs.700/- per person Places covered: Dutch Palace (Friday Holiday), Synagogue (Friday Saturday Holiday), St. Francis Church (Sunday Holiday), Chinese Fishing Nets, Maritime Museum (Monday Holiday), Dutch Cemetery, Santa Cruz Basilica, Coir factory (Sunday Holiday) and Cherai Beach. Tours are operated in A/C vehicles. (All tours will be operated subject to minimum number of tourists) Other Facilities: We arrange Hotel Reservations, Customized and Package Tours, House Boats, Motor Boats & Car Rentals

2. Conducted Tours Operated from Tourist Reception Centre Trivandrum 1. Trivandrum

Ananthapuri Tour Package

Nagara Darsan: (Except Mondays)

Timings: Forenoon - 07.30 am to 01:00 pm Afternoon - 01:30 pm to 07.00 pm Departure: (2 times) 7.30 am & 01.30 pm Starting Point: Tourist Reception Centre, Thampanoor Forenoon finishing point: Museum Compound Afternoon finishing point: Sree Padmanabha Swamy Temple. Duration: 5.30 hrs. Fare : Rs.300/- per person Booking hrs: 07:00 am - 09:00 pm Details of Places Covered

For reservations contact : KTDC Tourist Reception Centre Near Chaithram Hotel Station Road, Thampanoor Trivandrum - 695 001 Tel: +91-471-2330031

Padmanabha Swamy Temple A blend of Kerala and Dravidian style of architecture, the temple is noted for its mural paintings and stone carvings. One among the 108 sacred Vishnu temples in India, the presiding deity here is Lord Vishnu reclining on Anantha, the Serpent. Only Hindus are allowed inside the temple in prescribed dress code. Puthenmalika (Kuthiramalika) Palace Situated close to the Sree Padmanabha Swamy Temple, this palace was built by Maharaja Swathi Thirunal Balarama Varma, the King of Travancore who was a renowned poet, musician, social reformer and statesman. The palace museum displays paintings and priceless collections of the royal family. (Monday holiday) Shangumugham Beach This place is favourite haunt of sunset watchers and beachcombers. An indoor recreation club, the gigantic 35m long sculpture of a mermaid, restaurant shaped like a starfish are some of the attractions here. Veli Tourist Village This popular picnic spot offering boating facilities lies snuggled where the Veli Lake merges with the Arabian Sea. Children can have a great time at the

beautifully landscaped garden dotted with huge sculptures. Other attractions here are the floating restaurant and the floating bridge. Museum, Zoo & Art Gallery The 19th century Napier Museum built in the Indo-Sarcenic style houses are rare collection of archaeological and historic artifacts. Located near to the Museum is the Sree Chithra Art Gallery which displays original paintings of Raja Ravi Varma, Svetlova and Nicholas Roerich. One of the first zoos in India, the Zoological Park was established here as early as 1859. (Monday holiday) 2. Kanyakumari (Cape Comorin) Departure: 08:00 hrs Arrival: 9:00 hrs Fare: Rs. 700/- per person Tour starts and finish at the Tourist Reception Centre, Trivandrum except otherwise stated. Details of Places Covered Padmanabhapuram Palace The biggest wooden palace in Asia, it was the erstwhile capital of the Princely State Travancore. It is situated in near Thuckalay on the way to Kanyakumari. This is a well preserved wooden palace with extraordinary murals, exquisite floral carvings and the black glossy floorings. Suchindram Temple This temple is dedicated to Sthanumalaya (Shiva, Vishnu, Brahma). The 135 feet tall Gopura, 18 feet Hanuman Statue and the musical pillars are of great architectural value. Kanyakumari (Cape Comorin) Kanyakumari is the southern most tip of India, also the meeting point of the Indian Ocean, Arabian Sea and the Bay of Bengal. Vivekananda Rock Memorial, 133 feet Thiruvalluvar Statue, Kanyakumari Temple, Gandhi Memorial and Kamaraj Memorial are the other attractions. It is the only place in India where sunset and sunrise can be seen from one point. 3. Ponmudi Tour (A/C Tempo Traveller) starts from 17th August 2010

Departure : 08.15 am Arrival : 04:00 pm Fare: Rs.500/- per person. Details of Places Covered Koyikkal Palace Museum, Golden Valley, Ponmudi The guest of Golden Peak can also use transportation facility to Ponmudi at Rs.500/- per person (one way) 4. Kovalam Tour (A/C Tempo Traveller) starts from 17th August 2010 Departure : 04.30 pm Arrival : 07.30 pm Fare: Rs.200/- per person Details of Places Covered Kovalam - view point for Vizhinjam Harbour & to watch sunset, Kovalam Beach 5. Neyyar Dam Tour (A/C Tempo Traveller) starts from 10th November 2010. All days except Monday Departure: 07.45 am Arrival: 01.15 pm Fare : Rs.400/- per person (Transportation charges only) Details of Places Covered Departure from TRC Thampanoor, Thiruvananthapuram Neyyar Dam - for availing the package tour (Lion Safari Park, Deer Park & Crocodile farm visit) of Forest Dept, Kappukadavu (Kottoor) Elephant Rehabilitation Centre. Arrival at TRC Thampanoor, Thiruvananthapuram 6. VarkalaTour (A/C Tempo Traveller) starts from 10th November 2010 (All days)

Departure: 02.00 pm Arrival: 08.30 pm Fare : Rs.500/- per person (Transportation charges only) Details of Places Covered Departure from KTDC Tourist Reception Centre, Thampanoor Santhigiri (visit Lotus Parnasala), Sivagiri Mutt, Varkala (visit Janardana Swamy Temple, Papanasam beach and Sunset). Arrivalat KTDC Tourist Reception Centre, Thampanoor

Mission and Vision : OUR MISSION and VISION

To provide leadership and play a catalytic role in the development of tourism infrastructure in the State and to achieve excellence in strategic business operations through professionalism, efficiency, value for money and customer satisfaction. To make KTDC the official host to Gods own country, the best service provider in the hospitality industry with basic infrastructure and state-of-the-art facilities, focusing on environment conservation and preservation, adding impetus to local supplies and human resources and thereby positioning as a Premier PSU in the hospitality sector in

Kerala. Achievements & Awards Achievements during the last One year ........In Kerala, Tourism has emerged as one of the few economic alternatives to develop the state economy. It has been recognised as an important sector for the development on account of its potential for generating income and employment. In the context of poor prospects of the manufacturing sector and the severe threats facing agricultural and traditional sectors and the uncertainties facing expatriate employment in the Gulf, tourism is considered as one of the sectors which can drive Kerala economy to take the state to the pinnacle of socioeconomical development. ........Due to the thrust given to tourism by Government in recent times large-scale private investments are attracted to the state in the tourism sector. It has been estimated that the total investment in tourism in the state for the last year as more than Rs.500 crores. The revenue generated in tourism is assessed as 6.29% of the GDP and the employment in tourism is estimated as 7 lakhs. ........During the last year Department of Tourism has concentrated in development of basic infrastructure, conservation of nature and heritage, development of new tourism products and ensuring its quality, focused promotion in targeted markets both domestic and international, effective use of Information Technology etc. Government has acted as facilitator and catalyst in encouraging private sector investment in development of tourism infrastructure. Kerala - The most acclaimed tourist destination in the Country Kerala has emerged as the most acclaimed tourist destination of the country in the recent past.

World Travel and Tourism Council has selected Kerala as a Partner State. National Geographic Travel after 2 years of research has chosen Kerala, as one of the 50 must see destinations of a lifetime. Kerala has been stated as one of the 10 paradises of the world. Antony Weller of National Geographic Traveller impressed by Keralas inquiring sophistication described it as the State of Enlightenment The widely read and circulated travel magazine published from UK, Conde Nast Traveller brought out the exotic fragrance of Kerala in its March 2002

issue. The February 2002 issue of Geo Saison, Germanys largest selling travel magazine, discovers the magic of Ayurveda in the Mecca of the oldest and holistic health system Kerala The article by Michael Fathers in the Travel Watch section of Time summed up the experience in Kerala as Afoot and afloat, Kerala is worth the journey. The Times of India the largest circulated English daily in India, explored why Kerala is the winning State, in an editorial that appeared on 29th January 2002

The other acclaims received by Kerala Tourism during the recent past include;

One of the 100 great trips for the 21st Century, by Travel and Leisure One of the ten hot spots for the millennium, by Emirates Inflight Magazine One of the best breakfast in the world, by Travel & Leisure One of the ten love nests in India, by Cosmopolitan One of the six destinations of the millennium, by Khaleej Times


National Award for the Best Performing State in Tourism by Government of India for 1998-99,1999-2000 & 2000-01 PATA Grant International award for the Conservation of Heritage Best Performing State Award instituted by Outlook Traveler PATWA International award for the Best Performing State in Tourism, 2001

Achieved higher rate of growth in tourist arrivals compared to national average ........The number of foreign and domestic tourist arrivals to Kerala during 2001 was 2.09 lakhs and 52.40 lakhs respectively. 2001 was a bad year in the recent history of tourism, nationally and internationally due to the terrorist attacks on US. During this period, tourist arrival to South Asia was affected badly. Through there was a drip of 6% in the national figure during the last year, Kerala could manage to tide over the crisis with only a meager 0.53% drop in the international tourist arrivals.

FUTURE PLANS : KTDC are planning some projects for the improvement of their network. They have a plan to provide additional facilities in their existing hotels and have to build some new hotels in all parts of Kerala. For example, they have plans to starts Marina projects in Kochi and some Star hotels in Kanyakumari, Alappuzha, Ponmudi etc. Heli-tourism Heli-tourism, an area that has been lying untapped in this high potential area, is all set to take off with the Kerala Tourism Development Corporation (KTDC) inking an agreement with Bangalore-based Deccan Aviation to launch heli-tourism in the state. The KTDC, along with Deccan, has designed packages exclusively for the new feature. One package connects Kovalam- Kumarakam-Thekkady-Munnar- Kochi Thiruvananthapuram and will extend up to 7 nights and 8 days and will cover KTDCs Hotel Samudra in Kovalam, Waterscapes and Houseboat in Kumarakom, Lake Palace in Thekkady. Yet another package the KTDC has come up with is the called Birds Eye View and would cover beaches, backwaters and hill stations. SWOT analysis Strengths State is well known for smooth law and order11 One of the ten paradise and top 50 places to be visited in lifetime by National geographic traveller11 Innovative branding and positioning

Variety of product and services (monsoon tourism, medical tourism, culture and arts, houseboats, backwaters, beaches, wildlife sanctuaries etc) Highly reputable, bagged various national and international awards Kerala, Indias most advanced society with full literacy High life expectancy Excellent quality of life Eco-tourism initiatives Weaknesses Inadequate infrastructure to match expectation Provisional airline policies by Govt of India Restrictive coastal regulation zone Lack of efficient waste management system Lack of regulatory mechanism for sustainable development Shortage of funds for tourism expansion Exploitation of tourists (overcharging for services) Opportunities Lot of unused prospective on heritage tourism, medical tourism and pilgrimage tourism Good brand image of Gods own country Accessibility of quality human resource Employability in tourism and related areas Threats Growth of tourism may lead to pollution problem, ecological hazards etc Over emphasis may lead to recession in the period of downturn Growth of Goa tourism with diverse offerings Problems with natural calamities like Tsunami CONCLUSION : Kerala tourism is one of the super brand in the world for tourism. But they are currently focussing more on mass media tools even they are using the tool effectively. As majority of the revenues are from domestic Indian market, direct media should be used effectively for brand building and sales as direct marketing is very cost effective compared to mass media. One of the cheap and cost effective

methods is the power of newsletter; this will in-turn adds up sales because of the word of mouth marketing by the tourists. Medical tourism is one of the major areas which need to be branded a lot. KIMS along with Kerala tourism is trying to identify the market, direct marketing and social media are effective media for marketing health care CONTACT INFORMATION : Tourist Reception Centre, KTDC Limited, Shanmugham Road, Ernakulam, Kochi - 682 011 Tel: +91-484-2353234 Fax: +91-484-2382199 E-mail: ktdccok@sancharnet.in