“The aim is to make Kerala a destination that would be of interest to tourists all around the year. Kerala Tourism hit upon the idea of marketing the rain. The monsoon in Kerala is rarely very destructive and, for centuries, Malayalis have romanced the rain in literature, art, stories and, recently, in scores of films. We are inviting visitors from other states in India and from abroad to enjoy the symphony of the rain and see for themselves how it shapes the lifestyle, culture, art and food of our land,” says Kadakampally Surendran, Minister for Tourism, Kerala, while speaking to MetroPlus.
Music and monsoon
As a value addition, the Government begins a week-long music fête, Nishagandhi Monsoon Music Festival in Thiruvananthapuram, from July 14 this year, that will see the participation of national and international musicians, he adds.
Although the Nipah virus scare did inflict a body blow to the industry this year, sources indicate that the season is gradually looking up with the arrival of domestic tourists in droves, he adds.
It all began in 2006, when Kerala Tourism had initiated a campaign to market what was traditionally known as the ‘lean season’ of June, July and August, when the rain reigned over the State. In the same year, a strategic decision was taken to market it as a domestic destination with two major attractions: a rain experience and a period of rejuvenation and therapy through Ayurveda. Ads portrayed the place as ideal for romance, houseboat cruises, rain walks and fun. It also caught the attention of Nature lovers and lensmen. Monsoon trails were designed for them to enjoy close encounters with flora and fauna.
A Monsoon Cultural festival from June 28 to July 2, 2006, in Thiruvananthapuram, captured facets of the monsoon and also featured an exhibition of paintings and photographs themed on the rain.
He says that it turned out to be a ‘wonderful idea’ that opened up a new segment and made Kerala a favoured destination all around the year.
The numbers for 2017 are encouraging. While there was an increase of more than 5% in foreign arrivals, the arrival of domestic tourists to Kerala increased by 11.30%.
The peak season in 2017 was in December, when 1,35,113 visitors chose to travel to the State, while 16,32,609 domestic tourists descended on God’s own country. July, when the monsoon usually reaches a crescendo, had an inflow of 72,552 visitors from abroad and 10,83,162 from other states in India.
Moreover, a combination of international events forced the Arab nations to look East for their vacations and that is when they discovered Kerala with its dramatic monsoon and verdant vegetation. That turned out to be a bonanza for Kerala tourism, with Saudi Arabia eventually becoming a major point of arrival to Kerala.
To keep up the momentum and offset the Nipah scare, the Government plans to come up with packages that offer an immersive experience of the monsoon for tourists.
“Ayurveda wellness programmes and rejuvenation packages are a speciality of the State and there are visitors who come year after year during these months. Traditionally, the Malayalam month of Karkkidakam (roughly from July 15 to August 15) is considered ideal for Ayurveda treatment and detox programmes” says Surendran, adding “We will continue playing up these features and offer more attractive, customised packages and plans to attract tourists to the State.”