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Kerala, a state situated on the tropicalMalabar Coast of southwesternIndia, is one of the most popular tourist destinations in the country. Named as one of theten paradises of the world byNational Geographic Traveler,[1] Kerala is famous especially for itsecotourism initiatives and beautiful backwaters.[2] Kerala has uniqueculture and traditions coupled with its varieddemography. Several international agencies ranging fromUNESCO toNational Geographic have recognised the state's tourism potential.[3] Kerala was named byTIME magazine in 2022 among the 50 extraordinary destinations to explore in its list of the World's Greatest Places.[4] In 2023, Kerala was listed at the 13th spot inThe New York Times' annual list of places to visit and was the only tourist destination listed from India.[5]
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 theKerala 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 lineKerala – God's Own Country was adopted in its tourism promotions and became a globalsuperbrand. Kerala is regarded as one of the destinations with the highest brand recall.[6] In 2010, Kerala attracted 660,000 foreign tourist arrivals.[7]
Kerala is a popular destination for both domestic as well as foreign tourists. Kerala is well known for its beaches, backwaters inAlappuzha andKollam, mountain ranges and wildlife sanctuaries. Other popular attractions in the state include thebeaches atKovalam,Muzhappilangad,Bekal andKappad; backwater tourism and lake resorts aroundAshtamudi Lake,Kollam; hill stations and resorts atMunnar,Wayanad,Nelliampathi,Vagamon andPonmudi; and national parks and wildlife sanctuaries atWayanad,Periyar,Parambikulam,Silent Valley National Park andEravikulam National Park. The "backwaters" region—an extensive network of interlocking rivers, lakes, and canals that centre onVembanad Lake, also see heavy tourist traffic. Heritage sites, such as thePadmanabhapuram Palace,Hill Palace, andMattancherry Palace, are also visited. To further promote tourism in Kerala, theGrand Kerala Shopping Festival was started by theGovernment of Kerala in 2007.[8] Since then it has been held every year during the December–January period.
The state's tourism agenda promotesecologically 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 intoMICE Tourism mainly centered atKochi.[9]
Since its incorporation as a state, Kerala's economy largely operated underwelfare-baseddemocratic socialist principles. This mode of development, though it resulted in a highHuman Development Index andstandard of living among the people, led to aneconomic stagnation in the 1980s (growth rate are 2.3% annually).[10] This apparent paradox—high human development and low economic development—led to a large number of educated unemployed seeking jobs overseas, especially in theGulf countries.[citation needed] 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 unrealised potential of the state as a tourist destination. The first travel agency in Kerala, Kerala Travels, was founded by Col G.V. Raja of theTravancore royal family along with P.G.C. Pillai.[citation needed]
| No. | Country | Tourists |
|---|---|---|
| 1 |  United Kingdom | 186,085 |
| 2 |  United States | 109,859 |
| 3 |  France | 97,894 |
| 4 |  Germany | 67,425 |
| 5 |  Saudi Arabia | 58,422 |
| 6 |  Maldives | 52,236 |
| 7 |  Australia | 42,089 |
| 8 |  Malaysia | 40,197 |
| 9 |  Oman | 38,619 |
| 10 |  Russia | 35,066 |
| As of 2019[11] | ||
By 1986, tourism had gained an industry status. Kerala Tourism subsequently adopted the taglineGod'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".[12] In 2003, Kerala, became one of the fastest-growing tourism destination in the world.[13]
In 2012,National Geographic'sTraveller magazine named Kerala as one of the "ten paradises of the world" and "50 must see destinations of a lifetime".Travel and Leisure also described Kerala as "One of the 100 great trips for the 21st century". In 2012, Kerala overtook theTaj Mahal to be the number one travel destination in Google's search trends for India. CNN Travel listed Kerala amongst its '19 best places to visit in 2019.Time magazine picked Kerala among 50 ‘extraordinary destinations’ across the globe to explore in 2022. The state was ranked ninth in the ‘World's Greatest Places' and was described as an ‘eco-tourism hot spot'.[14] In 2023,The New York Times selected Kerala as one of the 52 must-see tourism destinations in the world. Kerala was selected as thirteenth in the list and was the only state in the list from India.[15]
| Year | Total Tourists Arrived | Domestic | International | ||
|---|---|---|---|---|---|
| Total Visitors | % of Change | Total Visitors | % of Change | ||
| 2023 | 21,871,641 | 21,222,584 |  12.48% | 649,057 | 87.83% |
| 2022 | 19,212,963 | 18,867,414 | 150.31% | 345,549 | 471.28% |
| 2021 | 7,598,104 | 7,537,617 | 51.09% | 60,487 |  82.25% |
| 2020 | 5,329,727 | 4,988,972 | 72.86% | 340,755 | 71.36% |
| 2019 | 19,574,004 | 18,384,233 | 17.81% | 1,189,771 | 8.52% |
| 2018 | 16,701,068 | 15,604,661 | 6.35% | 1,096,407 | 0.42% |
| 2017 | 15,765,390 | 14,673,520 | 11.39% | 1,091,870 | 5.15% |
| 2016 | 14,210,954 | 13,172,535 | 5.67% | 1,038,419 | 6.23% |
| 2015 | 13,443,050 | 12,465,571 | 6.59% | 977,479 | 5.86% |
| 2014 | 12,618,777 | 11,695,411 | 7.71% | 923,366 | 7.60% |
| 2013 | 11,445,954 | 10,857,811 | 7.75% | 858,143 | 8.12% |
| 2012 | 10,870,550 | 10,076,854 | 7.41% | 793,696 | 8.28% |
| As of 2022[16] | |||||
Flanked on the western coast by theArabian Sea, Kerala one of the long coastline of 580 km (360 mi); all of which is virtually dotted with sandy beaches.Kovalam beach nearThiruvananthapuram was among the first beaches in Kerala to attract tourists. Rediscovered by back-packers and tan-seekers in the 1960s and followed by hordes ofhippies in the 1970s, Kovalam today is one of the most visited beaches in the state.[17][18][19]
Other popularly visited beaches in the state include those atKappad,Alappuzha,Kozhikode[citation needed] Beach, Marari Beach (Mararikulam, Alappuzha),Thumpoly (thumpoly beach ) Alappuzha,Alappuzha, Nattika (Thrissur), Vadanappilly beach (Thrissur),Cherai Beach,Ponnani beach,Bekal,KappadBeypore beach, Marari beach,Fort Kochi,Azheekal Beach andVarkala. TheMuzhappilangad Beach atKannur and Thikkodi Beach atKozhikode 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[20] in the international press.
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Thebackwaters in Kerala are a chain ofbrackish lagoons and lakes lying parallel to theArabian Sea coast (known as theMalabar Coast).Houseboat orKettuvallam rides in backwaters are a major tourist attraction in kerala. Backwater tourism is centered mostly around ofKerala likeAlleppey,Kumarakom,Ashtamudi Lake,Kollam,Ponnani,Kavvayi Backwaters,Vembanad andBekal. Boat races held during festival seasons are also a major tourist attraction in the backwater regions.
The backwater network includes large lakes such as theAshtamudi 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 lowbarrier islands across the mouths of the many rivers flowing down from theWestern Ghats range.[21]
Eastern Kerala consists of land encroached upon by theWestern Ghats; the region thus includes high mountains, gorges, and deep-cut valleys. The Western Ghats is aUNESCO World Heritage Site and is one of the 36 biodiversity hotspots in the world. 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 areMunnar,Vagamon,Paithalmala,Wayanad,Nelliyampathi,Nilambur,Elapeedika,Peermade,Thekkady,Ponmudi andKalvary Mount.
Most ofKerala, whose native habitat consists of wet evergreenrainforests at lower elevations andhighlanddeciduous 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 whosebiodiversity 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'sRamsar Convention-listedwetlands:Lake Sasthamkotta and theVembanad-Kol wetlands are noted as beingwetlands of international importance. There are also numerous protected conservation areas, including 1455.4 km2 of the vastNilgiri Biosphere Reserve. In turn, the forests play host to such majorfauna asAsian elephant (Elephas maximus),Bengal tiger (Panthera tigris tigris),leopard (Panthera pardus),Nilgiri tahr (Nilgiritragus hylocrius), andgrizzled giant squirrel (Ratufa macroura).[22] More remote preserves, includingSilent Valley National Park in the Kundali Hills, harbour endangered species such as thelion-tailed macaque (Macaca silenus),Indian sloth bear (Melursus (Ursus) ursinus ursinus), andgaur (the so-called "Indian bison"—Bos gaurus). More common species includeIndian porcupine (Hystrix indica),chital (Axis axis),sambar (Cervus unicolor),gray langur,flying squirrel,swamp lynx (Felis chaus kutas),boar (Sus scrofa), a variety ofcatarrhineOld World monkey species,gray wolf (Canis lupus), andcommon palm civet (Paradoxurus hermaphroditus). Many reptiles, such asking cobra,viper,python, various turtles and crocodiles are to be found in Kerala—again, disproportionately in the east. Kerala'savifauna include endemics like theSri Lanka frogmouth (Batrachostomus moniliger),Oriental bay owl, large frugivores like thegreat hornbill (Buceros bicornis) andIndian grey hornbill, as well as the more widespread birds such aspeafowl,Indian cormorant,jungle andhill myna,Oriental darter,black-hooded oriole,greater racket-tailed andblackdrongoes,bulbul (Pycnonotidae), species ofkingfisher andwoodpecker,jungle fowl,Alexandrine parakeet, and assorted ducks and migratory birds. Additionally, freshwater fish such askadu (stinging catfish—Heteropneustes fossilis) andbrackishwater species such asChoottachi (orange chromide—Etroplus maculatus, valued as anaquarium specimen) also are native to Kerala's lakes and waterways.
Historical monuments in Kerala include palaces, forts, and religious institutions.[23] Notable forts includeBekal Fort,Arikady fort,Chandragiri fort,Hosdurg Fort,Palakkad Fort,Thalassery Fort,Fortaleza da São Tomé,Fort Kochi,St Thomas Fort,East Fort andAnchuthengu Fort.[23] Notable palaces includePadmanabhapuram Palace,Kanakakkunnu Palace,Kowdiar Palace,Mattancherry Palace,Arakkal Palace,Shakthan Thampuran Palace,Hill Palace etc.[23] TheMalabar Coast is also home to some of theoldest temples,oldest mosques,oldest churches, andoldest synagogues inSouth Asia.[23] The historic trading food streets in Kerala include theS. M. Street (Sweetmeat street) atKozhikode.Mappila Bay harbour atKannur is home to both fort and palace.[23]Thalassery Cuisine, a traditional style of cuisine originated inNorthern Kerala due to its historical trade relations, also attracts tourists.[23]
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The major festival in Kerala isOnam. Kerala has also a number of religious festivals.Thrissur Pooram,Attukal Pongala, Beema Palli Uroos, andChettikulangara Bharani are the major temple festivals in Kerala. TheThrissur Pooram is conducted at the Vadakumnathan temple, Thrissur. TheSivarathri is also an important festival in Kerala.Aluva Sivarathri festival is the most famous festival related to Sivaratri. Festivals likeChristmas andEaster are observed by the Christians.Parumala Perunnal,Manarkadu,Arthunkal,Thumpoly,Edathua Perunnal are the other regional festivals of Christians.Eid al-Fitr andEid al-Adha are celebrated by the Muslim community. The annual festivalThirayattam is conducted in the village shrine of the south Malabar region in Kerala.[24]
Kochi-Muziris Biennale is the largest art exhibition in the country and the biggestcontemporary art festival in Asia conducted every year in the city ofKochi. The first Biennale in India was conducted in Kochi from 12 December 2012 till 13 March 2013.[25]
Medical tourism, promoted by traditional systems of medicine likeAyurveda andSiddha, is widely popular in the state, and draws increasing numbers of tourists. Kerala is popularly known as hub of Ayurveda. The medical tourism segment of Kerala is known for its reputation.[26]
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Kerala's culture is mainlyHindu in origin, deriving from a greaterTamil-heritage region known asTamilakam. Later, Kerala's culture was elaborated on through centuries of contact with overseas cultures.[27] Nativeperforming arts includekoodiyattom,kathakali—fromkatha ("story") andkali ("play")—and its offshootKerala Natanam,koothu (akin to stand-up comedy),mohiniaattam ("dance of the enchantress"),thullal,padayani,thirayattam, andtheyyam. Other arts are more religion- and tribal-themed. These includechavittu nadakom,oppana (originally from Malabar), which combines dance, rhythmic hand clapping, andishal 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.[citation needed]
Several ancient ritualised arts are Keralite in origin; these includekalaripayattu (kalari ("place", "threshing floor", or "battlefield") andpayattu ("exercise" or "practice")). Among the world's oldest martial arts, oral tradition attributeskalaripayattu's emergence to Parasurama. Other ritual arts includeThirayattam,theyyam,poorakkali andKuthiyottam.Thirayattam is a ritual performing folk art form of South Malabar region. Processions often include traditional music such asPanchari melam orPanchavadyam.[citation needed]
In respect ofFine Arts, the state has an abounding tradition of both ancient and contemporary art and artists. The traditionalKerala 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.[citation needed]
Kerala is known for its religious diversity. The major religions are Hinduism, Christianity and Islam.Jainism,Judaism,Sikhism and Buddhism have smaller followings.[citation needed] Thestate's historic ties with the rest of the world have resulted in the state having many notable temples, churches and mosques. Kerala is home to theKottakkavu church, one of the first churches in India founded byThomas the Apostle when he reached Indian shores,Cheraman Mosque, the first mosque in India, which is considered to have existed even before the death of theMuhammad andParadesi Synagogue, which is the oldest active synagogue in theCommonwealth of Nations.[citation needed]
Recognising the potential of tourism in the diversity of religious faiths, related festivals and structures, the tourism department launched a "Pilgrimage tourism" project.[28][29] Major pilgrim tourism attractions includeGuruvayur,Sabarimala,Malayatoor,Paradesi Synagogue,Arthunkal,Thumpoly church, 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 world), andChettikulangara Bharani.
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