Kerala, popularly dubbed as “God’s own country”, has built a global reputation over the years in direct relation with tourism. The state, which is located at the southernmost tip of India, earned and remarkably retained its position in the National Geographic’s Top 10 Paradises of the World through adapting different marketing strategies.
Because of this, it has seen tremendous increase in numbers in both domestic and foreign tourists visiting the major tourist destination. But over the last couple of years, Kerala has witnessed a flat growth rate in international tourists; mainly due to the tourism competition with Sri Lanka and other South Asian Countries. According to the government data, the Indian state had more local visitors than foreigners, reason why its tourism growth declined.
In order to overcome its competitors and achieve a 10-12% growth rate in the current year, the Indian state has adopted yet another effective and unique marketing strategy – branding Kerala as “The Home of Ayurveda”. Ayurveda, which is a historical system of medicine in India, promotes rejuvenation and treats ailments through a number of therapies that includes medical plants, climate consistency and serenity – all of which can be found in Kerala.