To boost Kerala tourism, restore foreigner quotient to pre-Covid levels

T'puram: Air passengers can spot the shimmering lights of Varkala by the beach as the plane starts its descends to land at Thiruvananthapuram airport at night. It shines as a brighter patch on an otherwise dark southern coastline, a sign of the rapid strides the small tourist destination has made in recent years. It is vibrant at night, popular among foreign tourists and young domestic visitors. Like Varkala, Kasaragod in the north is emerging as a popular destination among those who prefer staycations, thanks to the consistent promotions made by the state govt. However, that is not enough, say industry insiders.Though the state received a good share of visitors this year, it's not enough to boost the tourism and allied businesses, say travel and tour operators and hoteliers. The need of the hour is to ensure foreign arrivals in good numbers at a time when traditional and newer destinations are getting overwhelmed by domestic tourists. That is the roadmap the travel and tour operators and hospitality sector want the govt to pursue.In 2025, like in previous years, popular destinations like Kovalam, Varkala, Munnar, Kochi and Wayanad received a good number of visitors while newer lesser-known destinations often promoted by KSRTC's budget tourism wing saw local tourists visiting from nearby areas for a day's getaway.Tourism minister Mohamed Riyas, while inaugurating Vasantholsavam, a light and flower show at Kanakakunnu Palace, the last of the many tourism events of the year, said, "2025 has been a great year as the domestic tourist footfall in the state reached an all-time high. Foreign tourist arrivals also increased significantly during the year. The tourism department is focusing on every vertical of the sector, whether it is beach tourism, high-range experience, cinema tourism or wellness tourism," he said. That includes the double-decker tourist rides along the risky hairpin bends of Munnar to the hanging restaurants at Munnar and rope cycling at Kasargod and the many govt-run theme parks and getaway spots on beaches.But what is missing is the foreign tourists who often stay more than a week and also spend a lot, bringing in revenue to the businesses at the destinations. In contrast, the domestic tourists, often those from other parts of the state, are frugal and do not check into hotel rooms as they prefer to drive in and drive out, spending at most a day.The state govt expects that the total tourist arrivals will be 3 crore this year. However, the foreign tourist arrivals, which are yet to recover to the pre-Covid level, are down for the Jan-Sept period across the country, a probable result of focusing more on NRIs than foreign citizens. This is likely to affect the state too, whose direct competitor is Sri Lanka. Nevertheless, Kochi leads the way in foreign tourist arrivals this year too. A major chunk could be business visitors.Kerala Hotel and Restaurant Association patron G Sudheesh Kumar said, "The footfall and room occupancy are fine this year but the clientele has fully changed. The revenue from the food and beverages for hotels has come down because the visitors are mostly domestic tourists. They fly down, visit the local spots, including temples and shopping places. Foreign tourists usually stay for two weeks. Most of the foreign tourists who come are repeat visitors."Kumar also said that new locations need to come up in a big way other than traditionally popular spots. "Though the tourism department has entrusted KSRTC with running budget tours to lesser-known, pristine destinations (like hill stations, beaches, backwaters and temples), these tours have led to a surge in domestic tourism, with families and friends driving to these spots. Consequently, locations like Athirapally Falls or Kadamakudy near Kochi are often flooded with local tourists on weekends and holidays, leaving officials struggling to manage the overtourism.Star hotels are receiving good bookings because of their marketing with corporates and high net worth individuals. A general manager of a star hotel in Kasaragod said: "Tourists from Bengaluru and Mumbai fly down for a two-day staycation. They prefer a quiet getaway and often prefer the private beaches or riverside retreats of the hotels and prefer not to venture out much. The families or group of friends also invest in expensive rooms or villas in the hotels." Kasaragod has become a hub for such visitors because of its proximity to Mangalore airport.With an eye on such tourists, the state govt proposed heli tourism linking destinations like Kochi, Idukki, Munnar, Vagamon and Bekal. However, it is yet to take off.S Swaminathan of Kerala Travel Mart said: "Kerala is doing well but we need to be further proactive as increase in hotel inventory is on the rise than growth. Promotions and offers from neighbouring countries including competitive airfares are contributing to an increase in arrivals. There are pockets of excellence in domestic sector."For the upcoming year, the new govt's agenda should involve ensuring heli-tourism, developing coastal cruises, further liberalising excise laws and making destinations more welcoming to foreign tourists, a necessary action to maximise opportunities while Goa faces decreased favourability.