Even Walter Mendez, the brilliant adman who coined the catchy tag line -”God’s Own Country” for Kerala Tourism in the early eighties, might not have imagined such an incredible journey for his brand. The waves this tiny

coastal state perched in India’s southern tip and washed by the Arabian sea, has created in tourism in the past two decades has not too many parallels. In 1999 Kerala had become the only Indian destination to be picked as one among the 50 Greatest Places of a Lifetime by the National Geographic Traveler in its 15^th anniversary edition. The world’s mostly traveled staff of the magazine had criss-crossed the globe for 18 months to make their select list. Kerala was listed as a “Paradise Found” by the magazine as one of the “must see destinations of a lifetime”. Ten years later, National Geographic’s Centre for Sustainable Destinations rated Kerala’s breath-taking backwaters as the world’s 23«1 best destination ahead ofTaj Mahalor the great lakes of Kashmir. Kerala today is India’s only Superbrand from tourism sector.
No wonder even todaywhen tourism all over the world has been mauled so badly by global recession, Kerala’s hospitality industry has registered a double digit growth. And in 2010 Kerala was chosen as the best Asian Holiday destination by SmartTravelAsia.com, an independent travel portal -pushing behind such traditional super brands like Bali or Phuket. What makes the world gush over this tiny green strip sandwiched between the Arabian sea and Western Ghats ? Certainly, God has bestowed all the most remarkable assets of nature on His chosen land.The most exotic spices sought after by generations for centuries, the stunning beaches, the panoramic backwaters, misty hills, dense evergreen tropical forests washed by an abundance of monsoons, the rare flora, fauna … all within a few hours journey from each other. GO( certainly should have been in one of his best moods when he createc Kerala. The people of this state haven’t let down its creator either.

For the culture and civilization they have nurtured could make even the God: proud. Kerala’s classical and folk art forms, literature, cinema, its rituals, customs and traditions have been adored world wide. However what makes Kerala most unique is something more than all this. The harmony and peace which are the traditional hallmarks of Kerala society in spite of its diversity is no mean asset in these times. Kerala is home for not just Hindus but to a large section of Muslims and Christians as well who form more than 40% of its population and can rightfully boast of its proud record of communal peace and amity. Communal or terrorist violence has failed to break into Kerala’s fortress of harmony. Secularism and tolerance are not just tenets but the most dominant creed of the state’s people always. Besides its wealth, it is this warmth, friendliness and hospitality of its people which have attracted to its shores travelers and traders from far and wide since the beginning of the millennium. Arabs, Romans, Portuguese, Dutch, French and English have made beeline to the state bewitched by its natural wealth.

These visitors from far away lands have paid back to Kerala rich dividends by further enriching and diversifying its culture and civilization. The centuries-old tradition of hospitality which made Kerala one of the earliest globalized regions of the country continues and manifests today as India’s fastest growing state in Tourism sector. Kerala is lauded all over the world for its enviable record in social advancement too. Thanks to its benevolent nature coupled with an enlightened people, Kerala is the most equitable society in India. Be it literacy, life expectancy, infant mortality or media penetration, Kerala’s record is not just the best in the country but is comparable to developed countries.

A remarkable element of this social progress is that it cuts through gender differences. In fact Kerala is the only Indian state where its women not just outnumber men but even live longer than them. One of the few places in the region where beggars are not too common, the state has the country’s lowest incidence of poverty. Bill McKibben, the socio environmental author wrote on the state; “Statistically Kerala stands out as the Mount Everest of social development. There is truly no place like it.. Though “Kerala Model” of development had meant “low income/high qualityoflife” for long, the state today is one of the richest in the country thanks mainly to its huge Diaspora in the Gulf who keep a liberal flow of remittances regularly for their kin back in Kerala.

No wonder Kerala has today not only one of the country’s highest per capita incomes but it tops in consumption as well. Tourism today is the state’s sunrise industry bringing in huge revenue and providing a large number of jobs. It goes to the credit of Kerala’s robust traditions of enlightenment, spirit of democracy and equity and concern for environment that its growing hospitality industry has been tempered with initiatives aiming at an inclusive, responsible and ecologically sustainable tourism. Welcome to God’s Own Country.