Kerala CM welcomes world to experience soul of God's own country

Kerala Chief Minister V D Satheesan on Sunday invited the world to experience the "soul" of God's Own Country, highlighting the state's focus on sustainability, responsible ecotourism and community participation on World Tourism Day.

"On this #WorldTourismDay, Keralam welcomes the world to experience the soul of God’s Own Country. From our mist-clad Western Ghats and calm backwaters to a vibrant 600-km coastline, we are redefining travel through sustainability, responsible ecotourism, and community participation," Satheesan said in a post on X.

"May travel continue to build bridges, celebrate local cultures, and drive inclusive growth," he said.

Tourism, Culture and Cinema Minister P C Vishnunadh said the state would leverage artificial intelligence (AI) and cutting-edge digital tools to reshape the tourism sector.

In a statement marking World Tourism Day, Vishnunadh said AI was increasingly influencing how people work, travel and connect, and Kerala Tourism had already been using innovative tools and platforms to promote the sector.

"Never lagging in connecting to the technologies of the time, we have already started integrating our tourism sector with the AI and cutting-edge digital ecosystem to meet the demands and preferences of today’s tourists," he said.

He said the aim was to offer tourists a wholesome Kerala experience rather than promote individual destinations and products through separate destination-focused packages.

New technologies and platforms would be needed to ensure seamless communication, easy access to services and information, and a hassle-free travel experience, Vishnunadh said.

"The Tourism Department, in collaboration with the stakeholders, has already started exploring how AI can help make our tourism sector smarter, more inclusive and sustainable. This will impart speed and scale to tourism activities in the state, in a highly competitive domestic and global scenario," he said.

He said the upcoming tourism policy would give greater thrust to such initiatives and that the government's decision to accord industry status to the tourism sector would expedite the process.

The state government would also introduce programmes to promote tourism startups and increase youth participation in the sector, Vishnunadh said, urging industry leaders to support young innovators with funding and mentorship.

He said new technologies could also improve the management of tourism destinations and infrastructure, while travel and hospitality services needed to follow best management practices and global standards.

Barrier-free access to tourism was another priority, he said, adding that the Tourism Department had drawn up a programme to help homestays adopt technology-driven management practices and improve their quality.

"Sustainability and inclusivity have been the core ideals of our tourism development. Integrating the ecosystem with cutting-edge technologies will certainly enhance the experience of visitors," Vishnunadh said.

He said the approach would also generate employment opportunities while ensuring that service providers at the grassroots level were not left out of the transformation.

Vishnunadh also highlighted Kerala's Responsible Tourism initiative, saying it had received global appreciation and developed into a people-driven movement at the grassroots level.

"Local communities have contributed significantly in turning this segment into a lived experience. The RT has also helped economic empowerment of women," he said.

The government would introduce more initiatives to connect responsible tourism with AI and digital platforms, he added.