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Kerala is known for its unique blend of culture, natural beauty, and hospitality. This fertile ground offers a wide range of opportunities and challenges for tourism entrepreneurship, from navigating local regulations to embracing experiential travel marketing. For instance, Snoj Machingal emphasises the need to understand tourist preferences, engage with local authorities, and ensure compliance with tourism acts. This guide links all the required steps, such as acquiring the licenses, engagement with local people, and sustainable practices toward Kerala’s successful tourism model. Moreover, the kerala tourism business also reflects the huge potential of initiating a tourism venture here since it contributes quite significantly to the state’s GDP and employment. Entrepreneurs can align with global trends in responsible tourism by emphasising eco-friendly initiatives and innovative strategies, leveraging Kerala’s reputation as a premier travel destination.

How to Start a Tourism Business in Kerala?

From the experiences of Snoj Machingal who started a tour operating company in Kerala, he realized that there were many difficulties: navigating local regulations and getting a feeling of the tourist’s preferences. Engagement with the DTPC was very helpful in clearing these hurdles.(1) Working with local craftspeople in the tourism industry added a layer of cultural authenticity to his offerings, which translated into increased guest satisfaction and community support.

Moreover, the tourism economy in Kerala generates close to 10% of the state’s GDP and employs around 24% of its workforce. It is important to know this context for the identification of opportunities and challenges.(2)

Say, significantly, Securing necessary licenses is vital. for this tourism economy. For instance, operating homestay hospitality requires registration with the Kerala Tourism Department, adhering to guidelines such as providing a minimum of two guest rooms and ensuring basic amenities. (3). On the other hand, The Kerala Tourism (Conservation and Preservation of Areas) Act, 2005, in India governs sustainable adventure tourism tourism development. Knowledge of these tourism industry regulations in India provides a basis for compliance and, therefore, responsible investment in cultural tourism for international tourists in the Kerala tourism business. (4) Involvement with KTDC increases credibility and allows easy access to important resources, investments and connections.

Entrepreneurs in Wayanad and Kochi have managed to successfully establish an eco-friendly resort sector that attracts tourists seeking sustainable travel experiences. For example, the Wayanad Silverwoods Resort utilises solar energy and rainwater harvesting to reduce environmental impacts yet engages local communities through sustainable sourcing(5). Additionally, exploring other top business ideas in Kerala can provide further inspiration for your venture

In the same way, Rains Resort uses eco-friendly construction materials and organic farming in their resort destination, which will provide the guests with an immersive experience in sustainable living (6). These projects draw the importance of the collocation of business economy with nature conservation in India for the increasing demand for responsible tourism for economic development, resulting in economic growth.

(1) Personal experience

(2) https://www.tatanexarc.com/t/kerala-tenders/business-ideas-in-kerala/

(3) https://homestayinfo.com/how-to-start-a-successful-homestay-business-in-kerala-a-step-by-step-guide/

(4) https://www.keralatourism.org/tourism-act/

(5) https://wayanadsilverwoods.com/best-eco-friendly-resort-in-wayanad/

(6) https://aftertherains.in/village-resort-in-wayanad/?utm_source=chatgpt.com

What is the Tourism Income of Kerala?

The tourism sector in Kerala through tourism activities and wellness tourism generated a total revenue of ₹35,168.42 crore in 2022, an increase of 186.25% from ₹12,285.91 crore in 2021. This high growth rate reflects the strength of the state’s recovery from the downturn caused by the COVID-19 pandemic.(1)

Revenue factors has increased significantly due to a significant increase in both domestic and foreign tourist arrivals. Domestic tourist visits have increased to about 18.87 million in 2022, which is 150.31% more than the 7.54 million recorded in 2021. Foreign tourist visits have also increased experiential tourism in kerala tourism buisness by 471.28%, with 345,549 recorded in 2022 compared to 60,487 in 2021.

This resurgence is an indication of Kerala’s long-standing appeal as a premier travel destination for various activities , known for its diversified attractions, such as serene backwaters, lush hill stations, and rich cultural heritage. The state’s tourism department is continuously implementing strategic initiatives to maintain and enhance this growth curve.

(1) https://www.keralatourism.org/tourismstatistics/tourism_statistics_202220230729105001.pdf

Kerala Tourism Emphasizes Experiential Travel

In the competitive scenario of tourism, Kerala has gained a niche by emphasising experiential experiences over attractions. Kerala’s tourism marketing aptly appeals to select travellers who seek authenticity and memorable experiences.

Kerala’s marketing campaigns vividly depict the state’s unique offerings, allowing potential visitors to envision their own experiences. The “God’s Own Country” campaign, for example, depicts Kerala’s serene backwaters, lush landscapes, and rich cultural heritage, inviting travellers to immerse themselves in the state’s natural beauty and traditions.(1)

In addition, Kerala Tourism has marketed monsoon tourism by attracting visitors to experience the state’s unique charm during the rainy season. This approach does not only exhibit Kerala’s diverse climate but also provides a unique travel experience that is different from others.(2)

Kerala’s tourism platforms provide comprehensive information on various attractions, cultural practices, and local traditions, reflecting a deep understanding of the state’s heritage. Detailed guides on traditional art forms like Kathakali and Theyyam, as well as insights into Ayurvedic practices, position Kerala Tourism as an authoritative source for cultural exploration.(3)

Kerala Tourism’s focus on ecotourism and responsible travel is evidence of its experience in the domain of responsible tourism. Through ecotourism, Kerala attracts visitors to Thenmala, offering a chance to bird-watch or trek through its pristine forest, while protecting the rich natural resources of the region for posterity.(4)

Kerala Tourism’s cooperation with other travel agencies of the repute and its presentation in international travel fairs enhances its authority in the field of tourism. Joint marketing efforts and co-branded campaigns help Kerala reach out to a higher number of people and reinforce its stature as a premier travel destination(5)

The state’s consistent recognition by esteemed publications, such as National Geographic listing Kerala among the top 10 paradises on Earth, further solidifies its authoritative standing. Such accolades affirm the quality and appeal of Kerala’s tourism offerings.(6)

The use of high-quality visuals and interactive content on social media platforms engages audiences and provides a glimpse into the Kerala experience. Live Q&A sessions with travel influencers and user-generated content further enhance engagement and authenticity.(7)

(1) https://marketingmind.in/kerala-tourism-advertising-campaigns-can-teach-you-so-many-marketing-lessons/

(2) https://www.marketing91.com/marketing-mix-of-kerala-tourism/

(3) https://www.keraladigitalmarketing.com/blog/marketing-strategy-for-kerala-tourism/

(4) https://www.marketing91.com/marketing-mix-of-kerala-tourism/

(5) https://www.keraladigitalmarketing.com/wp-content/uploads/2023/10/Kerala-Tourism-Marketing-Strategies-1.pdf

(6) https://marketingmind.in/kerala-tourism-advertising-campaigns-can-teach-you-so-many-marketing-lessons

(7) https://www.peakbcs.com/post/leveraging-digital-horizons-innovative-marketing-strategies-for-promoting-kerala-s-tourism-destinat

Conclusion

This guide covers the critical steps in launching a tourism business in Kerala, focusing on:

Through these strategies, entrepreneurs are well positioned in the sustainable development of tourism businesses and the tourism economy in Kerala. The key message derived from this setting is that business sustainability should not eradicate culture but reinforce it as inextricably linked with environmental protection.