If there is one state in India that stands out distinctly as a true and well defined example of successfully implementing the pop model rather effectively and efficiently, it is the state of Kerala that wins hands down. The state got the formula right and today it stands tall as a leader in terms of branding in the tourism space. However Kerala was created not by chance or by default. It has been the result of years of commitment and dedicated work put in by visionaries in the state who realised the potential of tourism as a serious business. With the recent upheaval following the new liquor policy, the industry stakeholders in tourism and hospitality have once again voiced their opinions loud and clear to rethink on a policy that can have considerable impact on the tourism business. Steena Joy and Akshay Kumar received some first hand industry feedback on the situation which has been covered in this issue. Interestingly so, the state will also play host to KTM which grew and matured over time as it is today considered as a ‘must visit’ event in the tourism space. KTM is a classic example of teamwork and the power of having a common vision and working toward the benefit of the industry and tourism in general. Our cover story takes a unique look at the state and takes you into a world of luxury Kerala, which is subtle and sensitive.
The recently concluded 30th IATO convention in New Delhi once again addresses old issues but with a new approach. The emphasis was on rethinking on how to promote brand India, from re-energising the roadshow format, identifying unique circuits of development to working together for a common good. FAITH interestingly highlighted the work that the sector is doing to strengthen their voice in the corridors of power. The ministry of tourism did urge the private sector to come forward with suggestions and formulas to rethink the position of brand India for tourism.
Reema Lokesh
Editor
