Tourism in Kerala
Kerala, a state situated on the tropical Malabar Coast of southwestern India, is one of the most popular tourist destinations in the country. Named as one of the "ten paradises of the world" by "National Geographic Traveler", Kerala is famous especially for its ecotourism initiatives and beautiful backwaters. Its unique culture and traditions, coupled with its varied demography, have made Kerala one of the most popular tourist destinations in the world. Growing at a rate of 13.31%, the tourism industry is a major contributor to the state's economy. Until the early 1980s, Kerala was a relatively  unknown destination, with most tourism circuits concentrated around the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation—the government agency that oversees tourism prospects of the state—laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche holiday destinations in India. The tag line "Kerala – God's Own Country" was adopted in its tourism promotions and became a global superbrand. Kerala is regarded as one of the destinations with the highest brand recall. In 2010, Kerala attracted  660,000 foreign tourist arrivals. Kerala is a popular destination for both domestic as well as foreign tourists. Kerala is well known for its beaches, backwaters in Alappuzha and Kollam, mountain ranges and wildlife sanctuaries. Other popular attractions in the state include the beaches at Kovalam, Muzhappilangad, Bekal and Kappad; backwater tourism and lake resorts around Ashtamudi Lake, Kollam; hill stations and resorts at Munnar, Wayanad, Nelliampathi, Vagamon and Ponmudi; and national parks and wildlife sanctuaries at Wayanad, Periyar, Parambikulam, Silent Valley National Park and Eravikulam National Park. The "backwaters" region—an extensive network of interlocking rivers, lakes, and canals that  centre on Vembanad Lake, also see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace, Hill Palace, and Mattancherry Palace, are also visited. To further promote tourism in Kerala, the Grand Kerala Shopping Festival was started by the Government of Kerala in 2007. Since then it has been held every year during the December–January period. The state's tourism agenda promotes ecologically sustained tourism, which focuses on the local culture, wilderness adventures, volunteering and personal growth of the local population. Efforts are taken to minimize the adverse effects of traditional tourism on the natural environment and enhance the  cultural integrity of local people. The state has also made deep inroads into MICE Tourism mainly centered at Kochi. Historical context. Since its incorporation as a state, Kerala's economy largely operated under welfare-based democratic socialist principles. This mode of development, though it resulted in a high Human Development Index and standard of living among the people, led to an economic stagnation in the 1980s (growth rate are 2.3% annually). This apparent paradox—high human development and low economic development—led to a large number of educated unemployed seeking jobs overseas, especially in the Gulf countries. Due to a  large number of expatriates, many travel operators and agencies set up shop in the state to facilitate their travel needs. However, the trends soon reciprocated, with the travel agencies noticing the undermined potential of the state as a tourist destination. The first travel agency in Kerala, Kerala Travels, was founded by Col G.V. Raja of the Travancore royal family along with P.G.C. Pillai. By 1986, tourism had gained an industry status. Kerala Tourism subsequently adopted the tagline "God's Own Country" in its advertisement campaigns. Aggressive promotion in print and electronic media was able to invite a sizable investment in  the hospitality industry. By the early 2000s, tourism had grown into a full-fledged, multi-billion-dollar industry in the state. The state was able to carve a niche for itself in the world tourism industry, thus becoming one of the places with the "highest brand recall". In 2003, Kerala, a hitherto unknown tourism destination, became the fastest-growing tourism destination in the world. Today, growing at a rate of 13.31%, Kerala is one of the most visited tourism destinations in India. Major attractions. Beaches. Flanked on the western coast by the Arabian Sea, Kerala one of the long coastline  of ; all of which is virtually dotted with sandy beaches. Kovalam beach near Thiruvananthapuram was among the first beaches in Kerala to attract tourists. Rediscovered by back-packers and tan-seekers in the 1960s and followed by hordes of hippies in the 1970s, Kovalam is today the most visited beaches in the state. Other popularly visited beaches in the state include those at Kappad, Alappuzha, Kozhikode Beach, Marari Beach (Mararikulam, Alappuzha), Nattika (Thrissur), Vadanappilly beach (Thrissur), Cherai Beach, Ponnani beach, Bekal, Kappad Beypore beach, Marari beach, Fort Kochi, and Varkala. The Muzhappilangad Beach at Kannur and Thikkodi Beach at Kozhikode  are the only two drive-in beach in India. Marari beach was rated as one of the world's top five Hammock Beaches by the National Geographic survey and has been cited in the international press. Payambalam beach is one of the most beautiful beach in Kerala situated in Kannur. Other beaches in Kannur include Baby beach, Meenkunnu Beach, Azhikode Beach, Madaiparra Beach, Chootath Beach, Mermaid Beach. Backwaters. The backwaters in Kerala are a chain of brackish lagoons and lakes lying parallel to the Arabian Sea coast (known as the Malabar Coast). "Houseboat" or "Kettuvallam" rides in backwaters are a  major tourist attraction in kerala. Backwater tourism is centered mostly around of Kerala like Alleppey, Kumarakom, Ashtamudi Lake, Kollam, Ponnani, Kavvayi Backwaters, and Bekal. Boat races held during festival seasons are also a major tourist attraction in the backwater regions. The backwater network includes large lakes such as the Ashtamudi Lake, the largest among them, linked by 1500 km of canals, both man-made and natural and fed by several rivers, and extending virtually the entire length of Kerala state. The backwaters were formed by the action of waves and shore currents creating low barrier islands across the mouths of  the many rivers flowing down from the Western Ghats range. Backwaters in Kerala for honeymoon and family holidays are quite popular. You may sort some of the best Kerala backwaters tour packages after reading about Kerala backwaters' reviews available on various websites. Hill stations. Eastern Kerala consists of land encroached upon by the Western Ghats; the region thus includes high mountains, gorges, and deep-cut valleys. The wildest lands are covered with dense forests, while other regions lie under tea and coffee plantations (established mainly in the 19th and 20th centuries) or other forms of cultivation. The Western Ghats rise  an average to 1500 m elevation above sea level. Some of the popular hill stations in the region are Munnar, Vagamon, Paithalmala, Wayanad, Nelliyampathi, Nilambur, Elapeedika, Peermade, Thekkady and Ponmudi. Kurumbalakotta Hill in Wayand is becoming a great tourist attraction now. Wildlife. Most of Kerala, whose native habitat consists of wet evergreen rainforests at lower elevations and highland deciduous and semi-evergreen forests in the east, is subject to a humid tropical climate. However, significant variations in terrain and elevation have resulted in a land whose biodiversity registers as among the world's most significant. Most of Kerala's significantly  biodiverse tracts of wilderness lie in the evergreen forests of its easternmost districts. Kerala also hosts two of the world's Ramsar Convention-listed wetlands: Lake Sasthamkotta and the Vembanad-Kol wetlands are noted as being wetlands of international importance. There are also numerous protected conservation areas, including 1455.4 km of the vast Nilgiri Biosphere Reserve. In turn, the forests play host to such major fauna as Asian elephant ("Elephas maximus"), Bengal tiger ("Panthera tigris tigris"), leopard ("Panthera pardus"), Nilgiri tahr ("Nilgiritragus hylocrius"), and grizzled giant squirrel ("Ratufa macroura"). More remote preserves, including Silent Valley National Park in the Kundali  Hills, harbour endangered species such as the lion-tailed macaque ("Macaca silenus"), Indian sloth bear ("Melursus (Ursus) ursinus ursinus"), and gaur (the so-called "Indian bison"—"Bos gaurus"). More common species include Indian porcupine ("Hystrix indica"), chital ("Axis axis"), sambar ("Cervus unicolor"), gray langur, flying squirrel, swamp lynx ("Felis chaus kutas"), boar ("Sus scrofa"), a variety of catarrhine Old World monkey species, gray wolf ("Canis lupus"), and common palm civet ("Paradoxurus hermaphroditus"). Many reptiles, such as king cobra, viper, python, various turtles and crocodiles are to be found in Kerala—again, disproportionately in the east. Kerala's avifauna include endemics like  the Sri Lanka frogmouth ("Batrachostomus moniliger"), Oriental bay owl, large frugivores like the great hornbill ("Buceros bicornis") and Indian grey hornbill, as well as the more widespread birds such as peafowl, Indian cormorant, jungle and hill myna, Oriental darter, black-hooded oriole, greater racket-tailed and black drongoes, bulbul ("Pycnonotidae"), species of kingfisher and woodpecker, jungle fowl, Alexandrine parakeet, and assorted ducks and migratory birds. Additionally, freshwater fish such as "kadu" (stinging catfish—"Heteropneustes" fossilis) and brackishwater species such as "Choottachi" (orange chromide—"Etroplus maculatus", valued as an aquarium specimen) also are native to Kerala's lakes and waterways. Historical monuments. Historical  monuments in Kerala include palaces, forts, and religious institutions. Notable forts include Bekal Fort, St.Angelo Fort, Arikady fort, Chandragiri fort, Hosdurg Fort, Palakkad Fort, Thalassery Fort, "Fortaleza da São Tomé", Fort Kochi, St Thomas Fort, and Anchuthengu Fort. Notable palaces include Padmanabhapuram Palace, Kanakakkunnu Palace, Kowdiar Palace, Mattancherry Palace, Arakkal Palace, Shakthan Thampuran Palace etc. The Malabar Coast is also home to some of the oldest temples, oldest mosques, oldest churches, and oldest synagogues in South Asia. The historic trading food streets in Kerala include the S. M. Street (Sweetmeat street) at Kozhikode. Mappila Bay harbour at Kannur is  home to both fort and palace. Thalassery Cuisine, a traditional style of cuisine originated in Northern Kerala due to its historical trade relations, also attracts tourists. Events. Festivals. The major festival in Kerala is Onam. Kerala has a number of religious festivals. Thrissur Pooram, Attukal Pongala, Beema Palli Uroos, and Chettikulangara Bharani are the major temple festivals in Kerala. The Thrissur Pooram is conducted at the Vadakumnathan temple, Thrissur. The Chettikulangara Bharani is another major attraction. The festival is conducted at the Chettikulangara temple near Mavelikkara. The Sivarathri is also an important festival in Kerala. This festival is mainly celebrated  in Aluva Temple and Padanilam Parabrahma Temple. Padanilam Temple is situated in Alappuzha district of Kerala, about from Mavelikkara town. "Parumala Perunnal", "Manarkadu Perunnal" are the major festivals of Christians. Muslims also have many important festivals. Annual festival Thirayattam is conducted Sacred groves and village shrine of the south Malabar region (Kozhikode and Malappuram districts) in Kerala. "Thirayattam" is a vibrant Ethnic performing art. it is an admixture of dance, drama, songs, instrumental music, facial and body makeup, satire, martial art and ritualistic function, composed in a harmonizing manner. Kochi-Muziris Biennale. Kerala is also known for the many events  conducted by the Ministry of Tourism for tourist attractions. Kochi-Muziris Biennale, the first Biennale in India was conducted in Kochi from 12 December 2012 till 13 March 2013. The government contributed about 12-150  million on the event. An International Coir Fest is conducted annually that is aimed at developing the coir industry of Kerala and tourism. Ayurveda. Medical tourism, promoted by traditional systems of medicine like Ayurveda and Siddha, is widely popular in the state, and draws increasing numbers of tourists. A combination of many factors has led to the increase in popularity of medical tourism: high costs  of healthcare in industrialised nations, ease and affordability of international travel, improving technology and standards of care. However, the rampant recent growth in this sector has made the government apprehensive. The government is now considering the introduction of a grading system that would grade hospitals and clinics, thus helping tourists in selecting one for their treatments. Culture. Kerala's culture is mainly Hindu in origin, deriving from a greater region known as Tamilakam. Later, Kerala's culture was elaborated on through centuries of contact with overseas cultures. Native performing arts include "koodiyattom", "kathakali"—from "katha" ("story") and "kali" ("play")—and its offshoot  Kerala Natanam, "koothu" (akin to stand-up comedy), "mohiniaattam" ("dance of the enchantress"), "thullal", "padayani", "thirayattam", and "theyyam". Other arts are more religion- and tribal-themed. These include "chavittu nadakom", "oppana" (originally from Malabar), which combines dance, rhythmic hand clapping, and "ishal" vocalisations. However, many of these art forms largely play to tourists or at youth festivals, and are not as popular among most ordinary Keralites, who look to more contemporary art and performance styles, including those employing mimicry and parody. Additionally, a substantial Malayalam film industry effectively competes against both Bollywood and Hollywood. Several ancient ritualised arts are Keralite  in origin; these include "kalaripayattu" ("kalari" ("place", "threshing floor", or "battlefield") and "payattu" ("exercise" or "practice")). Among the world's oldest martial arts, oral tradition attributes "kalaripayattu"'s emergence to Parasurama. Other ritual arts include"Thirayattam", "theyyam", "poorakkali" and "Kuthiyottam". Thirayattam is a ritual performing folk art form of South Malabar region in Kerala.This vibrant art form blend of dance, music, theatre, satire, facial and body-painting, masking, martial art and ritualistic function. Thirayattam is enacted in courtyards of "Kaavukal" (sacred groves) and village shrines. Kuthiyottam is a ritualistic symbolic representation of human bali (homicide). Folklore exponents see this art  form, with enchanting well–structured choreography and songs, as one among the rare Adi Dravida folklore traditions still preserved and practised in Central Kerala in accordance with the true tradition and environment. Typical to the Adi Dravida folk dances and songs, the movements and formations of dancers (clad in white thorthu and banyan) choreographed in Kuthiyottam are quick, peaks at a particular point and ends abruptly. The traditional songs also start in a stylish slow pace, then gain momentum and end abruptly. Kuthiyotta Kalaris', run by Kuthiyotta Ashans (Teachers or leaders), train the group to perform the dances and songs . Normally, the training starts about one to two months before the season. Boys between 8 and 14 years are taught Kuthiyottam, a ritual dance in the house amidst a big social gathering before the portrait of the deity. Early in the morning on Bharani, after the feast and other rituals, the boys whose bodies are coiled with silver wires, one end of which is tied around his neck and an arecanut fixed on the tip of a knife held high over his head, are taken in procession to the temple with the accompaniment of beating of drums, music, ornamental umbrellas , and other classical folk art forms, and richly caparisoned elephants. All through the way to the temple tender coconut water will be continually poured on his body. After the circumambulation the boys stands at a position facing the Sreekovil (Sanctum Sanctorum) and begins to dance. This ceremony ends with dragging the coil pierced to the skin whereby a few drops of blood comes out. On this day just after midday the residents of the locality bring huge decorated effigies of Bhima panchalia, Hanuman and extremely beautiful tall chariots in wheeled platforms, and after having darshan the parties take up their  respective position in the paddy fields lying east of the temple. During the night, the image of Devi will be carried in procession to the effigies stationed in the paddy fields. On the next day these structures will be taken back. A big bazaar is also held at Chetikulangara as part of this festival. Kuthiyottam is the main vazipadu of the Chettikulangara temple, Mavelikkara. In respect of Fine Arts, the State has an abounding tradition of both ancient and contemporary art and artists. The traditional Kerala murals are found in ancient temples, churches and palaces across the State. These paintings , mostly dating to between the 9th to 12th centuries AD, display a distinct style, and a colour code which is predominantly ochre and green. Like the rest of India, religious diversity is very prominent in Kerala. The principal religions are Hinduism, Christianity, and Islam; Jainism, Judaism, Sikhism, and Buddhism have smaller followings. The state's historic ties with the rest of the world have resulted in the state having many famous temples, churches, and mosques notably 8 of the world's oldest churches—from the 1st century CE, founded by Thomas the Apostle when he reached Indian shores, the first  mosque of India, which existed even before the death of the prophet Muhammad and the oldest active synagogue in the Commonwealth of Nations. Recognising the potential of tourism in the diversity of religious faiths, related festivals and structures, the tourism department launched a "Pilgrimage tourism" project. Major pilgrim tourism attractions include Guruvayur, Sabarimala, Malayatoor, Paradesi Synagogue, St. Mary's Forane (Martha Mariam) Church Kuravilangad built in 105 A.D, Attukal Pongala (which has the Guinness record for being the largest gathering of women in the planet), and Chettikulangara Bharani.