The State government is committed to strengthening Kerala’s tourism sector, which accounts for over 11% of the State’s economy, said Tourism Minister P.C. Vishnunadh.
Acknowledging the pivotal role of private enterprises, which have invested crores of rupees and contributed significantly to both economic growth and employment, the Minister announced that comprehensive development initiatives and marketing strategies will be formulated and implemented in immediate consultation with tourism entrepreneurs and industry associations.
The Minister was speaking at a conclave convened by the Confederation of Kerala Tourism Industry (CKTI), where stakeholders from across the sector called for urgent reforms and increased government investment. In his address, CKTI president E.M. Najeeb urged the State government to allocate ₹500 crore in the upcoming State Budget to reverse Kerala’s declining international standing and shrinking market share. He also said that the tourism sector contributes approximately ₹48,000 crore to the State’s GDP and argued that at least 3 to 5% of this contribution should be channelled back into tourism development. Such an investment, he said, could push the sector’s growth rate from its current 4% back to the 15% it had achieved in earlier years.
Tourism promotion board
Mr. Najeeb also flagged the intensifying competition Kerala faces in both domestic and international markets. To reclaim its former leadership position, he proposed the creation of a dedicated Kerala Tourism Promotion Board, modelled on similar bodies operating in several countries, which, he said, would enable more effective global marketing, attract greater private investment, and drive higher tourist arrivals.
Tourism Ddirector and Secretary of the Cultural Affairs department M. Anjana said that plans are under way to strengthen the sector through deeper coordination among tourism, culture, and film.
Published – June 11, 2026 04:06 pm IST
