Marcom (Kerala)
Transcript of Marcom (Kerala)
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KERALA GODS OWN COUNTRY
Sachin Hundekar
Divya Alshetty
Praveen Kumar M
Subramanya Sharma
Ajay Kanakaraj
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KERALA AN INTRODUCTION : ,State Area 38 863 km2
:Coast Length 590 kms
: &Shares borders with Karnataka Tamil Nadu
: , &Major Cities Thiruvananthapuram Kochi Kozhikode
" " Ten paradises of the world and 50 places of a lifetime
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MAJOR TOURIST ATTRACTIONS ( , , ) Beaches Alappuzha Bekal Kovalam etc
( , )Hill Stations Munnar Wayanad etc
( , , . ) Forts Palakkad Pallipuram St Angelo fort etc
( , )Waterfalls Palaruvi Power house waterfalls etc
( , )Backwaters Thiruvallam Ashtamudi etc
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CONSUMERS .Corporates
.Honeymooners .Celebrities .Politicians .Health conscious people / .Adventure extreme sports lovers
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MARKET PLACE , , , Goa is Famous for Fenny Liquior Clear Water Beaches Cur
.Accessories The Famous Goan Carnival is a big hit amo.foreign tourist
, Rajasthan is famous for adventure tour royal desert camp, , .train tour desert safari tribal tours
, , Karnataka is famous for its arts n crafts pilgrimages t.waterfalls etc
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. .KERALA IS FAMOUS FOR
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PRODUCTS ( ).Health package Ayurveda
.Honeymooners package .Wildlife package .Adventure package .Hills station package .Beach package .Backwater package .House boat package .Yoga package
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TARGETSTo turn Kerala into an all-season destination and to stabilize the to
industry it is inevitable to focus on different target markets.
The domestic market
Middle East (NoRKs)
Western countries
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COMMUNICATIONAn internet presence is a key success.
Web pages offer pre-travel information and online tour planers Gods own Country).
Promotion campaigns, e.g. Dream Season, are communicatednationwide multimedia channels.
Over the years Kerala-Gods own country became a brand of recognition.
Kerala tourism empanels 7 agencies for Rs. 20-cr campaign.
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TRENDS IN DOMESTIC & FOREIGNTOURIST ARRIVALS INTO KERALA
(2002 TO 2008)
Year Domestic Foreign
2002 5568256 232564
2003 5871228 294621
2004 5972182 345546
2005 5946423 346499
2006 6271724 428534
2007 6642941 515808
2008 7591250 598929
Year Total Revenuetourism Rs. In
2001 4500
2002 4931
2003 5938
2004 6829
2005 7738
2006 9126
2007 11433
2008 13130
EARNINGS FROM T
V i ti f l i iti K l D ti ti
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Variation of people visiting Kerala DestinationForeign Domestic
Districts % Var over 2007 % Var over
ALAPPUZHA 23.24 37.47
ERNAKULAM 16.89 36.05IDUKKI 9.82 5.29
KASARAGODE -4.95 0.29
KOLLAM -1.42 24.34
KANNUR 2.48 5.29KOZHIKODE -0.54 4.41
KOTTAYAM -0.47 21.87
MALAPPURAM 4.10 3.27
PALAKKAD 27.64 2.79
PATHANAMTHITTA -36.20 -1.90
O ll V i ti f Vi it ' d i th th t K l
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Overall Variations of Visitor's during the month to Kerala
Foreign Domestic
% Variation over 2007 % Variation over 20
JAN 16.77 9.66
FEB 18.18 16.98
MAR 26.49 19.55
APR 14.65 15.42
MAY 24.88 12.48
JUN 12.68 12.81
JUL 25.44 20.00
AUG 28.54 14.24
SEP 14.51 8.14
OCT 18.53 17.99
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KERALA TOURISM STATISTICS AS ON FISCAForeign Tourist arrival to Kerala during the year 2008 is 5,98,929. It shown
of 16.11% over the previous year.Domestic Tourist arrival to Kerala during the year 2008 is 75,91,250. It shincrease of 14.28% over the previous year.
Foreign exchange earnings for the year 2008 is Rs.3,066.52 Crores recorded a growth of 16.11 % over the previous year.
Total Revenue (including direct & indirect ) from Tourism during 2008Rs.13,130.00 Crores, showing an increase of 14.84% over the last year
Considering the district wise Foreign Tourist arrival, Wayanaddistrict showsvariation of 37.75% over 2007.
Considering the district wise Domestic Tourist arrival, Alappuzha district shhighest variation of 37.47 % over 2007.
Tourist from UK, France and Germany visit Kerala more.
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:SWOT ANALYSISStrengths:
State is well known for smooth law and order.
Variety of product and services (medical tourism,monsoon tourism, beaches, backwaters, etc)
Highly reputable, bagged various national andinternational awards.
Weakness:
Inadequate infrastructure to matc
Shortage of funds for tourism exp
Restrictive zones and policies.
Exploitation of tourists.
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:SWOT ANALYSISOpportunities:
Lot of unused prospective on heritage tourism,medical tourism, and pilgrimage tourism.
Accessibility of quality human resource.
Threats:
Over emphasis may lead to recesperiod of downturn.
Growth of Goa tourism with dive
Growth of tourism may lead to poproblem, ecological hazards.
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.THE FUTURE VISION 2 025To make tourism Keralas core competency sector.
To conserve and preserve the art, culture and heritage of the State.
To identify, conserve and preserve special tourism zones.
To involve PRIs and NGOs in the development of tourism infrastructure and tourismawareness.
To promote sustainable and eco-friendly tourism in the State based on the carryingcapacity of the destinations.
To rationalise tourism related legislations and policies of the Government so that it istourism friendly and promotes tourism growth.
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Thank youThank you