Identifying the importance of tourism in Kerala, the state government is on the right path in promoting 'Brand Kerala'. The State has been one of the most significant tourism success stories in India. It took a long 25-year journey for Kerala to attain the current image, said Mr. T. Balakrishnan, Additional Chief Secretary, Industries and Commerce at the Kerala Brand Conclave 2010, a function organized by the Confederation of Indian Industry in Kochi.
Pointing to the growth of the brand image, Mr. Balakrishnan said that Kerala was an unknown entity in the tourism map before two-and-a-half decades. Serene Backwaters and Ayurveda of the state helped to bring out Kerala as a stand-alone destination among others in India.
The declaring of tourism as an industry and formulation of a tourism master plan were the success initiatives, which gave the firm footing for Kerala Tourism. Public-private-participatory, travel marts and online propaganda helped Kerala to have a firm footing as a global player in tourism. The eco-tourism projects as well as the tie-ups with airlines and tour operators also helped the image of Kerala to reach new heights.