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KERALA TOURISM NEWSLETTER

Kerala Gearing up to Establish Itself as the Preferred Destination for International Conferences

In a bid to position Kerala as a Soft Power hub, the state government is set to unveil proactive measures to promote it as a premier destination for global conferences, announced Tourism and Public Works Minister Mr P. A. Mohamed Riyas.

Mr Riyas made the announcement while inaugurating a two-day annual conference of the Soft Power Club at Technopark in the capital city. The Club, led by Francesco Rutelli, former Deputy Prime Minister of Italy, is a prominent global organization.

Emphasising Kerala's potential as a host for such events, Mr Riyas highlighted the state's picturesque landscapes, rich history, and cultural heritage. He underscored the significance of leveraging tourism, Kerala's key soft power, in a sustainable manner.

Highlighting sustainability and inclusiveness as core principles of Kerala Tourism, Mr Riyas praised the state's Responsible Tourism initiatives, which have garnered international recognition.

G20 Sherpa Mr Amitabh Kant, speaking on India's presentation, emphasised the need for blending of soft and hard powers to protect the nation's unique civilizational approach.

Francesco Rutelli, introducing the Soft Power Club, stressed the importance of promoting international co-operation on strategic issues. He emphasised the role of resilient values, policy, social media and public discourse in building soft power narratives.

Soft Power Club discussions will focus on the role of trade amid changing international dynamics. Mr Rutelli praised India's global soft power, and welcomed Kerala as a venue to understand, promote and showcase the country's positive attributes.

Principal Secretary Mr Suman Billa highlighted the cultural and relational aspects of soft power, while Tourism Secretary Mr Biju K. emphasised the role of tourism in Kerala's soft power and public diplomacy.

The conference was attended by high-level officials, international organization heads, analysts, and experts from various fields, emphasising the significance of soft power in today's global landscape.