Tourism industry ready for business; government keeps fingers crossed

THIRUVANANTHAPURAM: ‘Alappuzha is safe and as beautiful as ever; Kerala is still God’s Own Country,’ thus read the final statement in a short video that is being forwarded to various WhatsApp groups and other social media platforms with visuals claimed to be taken on September 1, 2018.
“Recent floods shattered Alappuzha. But, people fought the floods together. And, now Alappuzha is back,” says the video.

And, there are so many others – one on Kochi and another on Kumarakom – with foreign travellers giving statements that everything is back to normal. Athirappilly (waterfalls) is back to her pristine best says another promo, and this campaign to restore tourism in Kerala is being spearheaded by several private players in the industry.

Now, the state tourism department is walking a tightrope after being caught between ground realities and the positive image the industry is trying to build up quickly. It can neither endorse nor reject such claims.

Instead, the department is preparing ‘fitness reports’ on destinations almost daily, based on which it can advise tourists on what to choose and what not to. And, for the time being, four destinations – Alappuzha, Muziris, Kumarakom and Munnar – are yet to be ready for tourists, it is learnt.

“We have asked DTPC (district tourism promotion council) officials to make regular field visits and provide correct information. Private players in the industry might want to start the campaign immediately, as almost 99% of the destinations are now accessible. They want authentic messages from government, which is very tricky as we need to ensure the safety of tourists,” said tourism director P Bala Kiran.

The campaign at this juncture could not be an aggressive one but subtle, he added. In the current scenario, the strategy is to promote all safe places, he said. Tourists may not be heading to resorts alone, but also to nearby attractions. A bad experience would mean a blemish on state tourism; with serious impact, he said.

Government agencies like Wayanad DTPC has already launched a social media campaign with posters that read: ‘The sun is shining in God’s Own Country and Wayanad awaits your footprints’.

Revenue officials said that the ban on travel to destinations in Idukki had been withdrawn. Activities at Periyar Tiger Reserve, Thekkady, except bamboo rafting and night trekking have resumed. While, citing reopening of Eravikulam National Park from September 1, private players are urging all to come and witness the Neelakurinji season.

Based on status reports, which needs regular updates, the department too will be promoting destinations that have returned to normalcy, through visuals and short videos.

“Getting tourists to speak live on Kerala Tourism channels (internet, social media) can bring more credibility,” said another official. The opening of Cochin airport was covered live on Kerala Tourism channels and it received a good response.

But, tour operators and property owners cannot wait for ‘fitness’ or ‘readiness’ certificates to begin their campaign for the season ahead. They might be losing precious time to get back in business before the peak season.

“Dear World…We are ready to receive our guests to any destination in ‘God’s Own Country from September 1. Do come and experience Kerala,” read a post from president of Confederation of Kerala Tourism Industry EM Najeeb.