This article provides an overview of Kerala's tourism industry and explains the developmental initiatives taken by the state to showcase tourism products like ayurveda, backwaters, festivals, etc., as well as to market Kerala Tourism as a super brand. It explains marketing and advertising strategies adopted by the state with the intention of emerging as a preeminent tourism destination in the world. It concludes with the impact of tourism on the state's economy, threats faced by the tourism industry in the state and the expectations and prospects for the future.

Kerala is hailed as one of the must-see tourism destinations in the world. With the Arabian Sea on the western side, Western Ghats to the eastern side and with numerous beaches and an extensive network of backwaters, the state has exclusive ecological features and natural diversity that have made it one of the world's acclaimed tourist destinations. It is also one of the most advanced states in India with the most literate population, lowest child mortality and highest physical quality of life. Moderate climate, rich art and ethnic traditions are the encouraging aspects for the development of tourism in Kerala. There are 14 districts in the state and majority of them provide exciting tourism opportunities. The potential of the state in tourism and hospitality has been well recognized. The super brand "Kerala - God's Own Country" was registered and adopted for marketing the state as a tourism destination. This epithet eventually turned out to be synonymous with the state itself. The first tourism board to list its brands and sub-brands in India was the Kerala Tourism Board.

Tourism is a key element of contemporary society which has developed as a profitable activity of enormous significance worldwide. Possibly, there is barely any other sector where so many people are engaged either directly or indirectly. Now-a-days, tourism is considered one of the major emerging industries across the globe because of high profit generation, job opportunities, investments, foreign exchange earnings, societal and cultural advancements and tax payments, which, in turn, help in the overall growth of the economy.

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