INDIA: Kerala Tour Operators Form New Association

A group of tour operators in Kerala have joined together to form a new trade consortium called the Association of Tourism Trade Organisations India.

It aims to rebrand Kerala State as a new destination and is backed by the Kerala tourism ministry.

A series of tour packages for foreign tourists have been launched and the ultimate goal is to offer up to 500 different packages.

"It is for the first time in India that tour operators are gathering under one umbrella for joint promotion of a package," said Kerala tourism minister A P Anilkumar.

"The public-private partnership in our state's tourism sector has been demonstrating to the world the huge benefits in working together. The new alliance of tour operators in Kerala is yet another example of the commitment to promote tourism."

The main highlight is the 'Navaratana Experiessential Holidays' package, a nine-day trip including village visits with local community interactions and sustainable tourism activities.

Activities such as bullock cart rides and interactive food tours are planned during the nine days.

"Coming out of the comforts of the hotel room and car and taking a plunge into Kerala life is the motto of the new packages," added Kerala tourism secretary Jyothilal.

Other themed tours and activities will be promoted including a series of packages aimed at the domestic market.