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Auto drivers as brand ambassadors: Kerala tourism pilot project in Wayanad

14 february 2023, 02:04 pm ist.

A view from Karappuzha Dam | Representative Image: Mathrubhumi

Thiruvananthapuram: The Kerala tourism department will pilot the project of promoting auto-rickshaw drivers as state tourism's brand ambassadors from April 1 at Wayanad.

The Wayanad district tourism promotion council has already given training to 100 auto drivers in the district to be deployed as brand ambassadors of the state tourism department. The drivers of Sulthan Bathery, Ambalavayal and Vythiri have been provided training as the first batch.

Officials in the Wayanad District Tourism department said that more drivers are identified from other locations of the district to be branded as ambassadors of state tourism department.

Ajesh K.G., secretary of Wayanad District Tourism Promotion Council said, "The tourist destinations in Wayanad are all scattered and some in remote places. The tourists generally come in private vehicles and taxis but autos would be of great help in providing local connectivity."

Kerala tourism minister P.A. Mohammed Riyas has announced that auto-rickshaw drivers would be deployed as the brand ambassadors of the tourism department.

The Wayanad tourism department is expecting that the autos would be of help for senior citizens, and tourists to traverse to remote destinations of the district.

However, the communication would be a great hindrance for the auto drivers but the Tourism department will overcome this using QR code which provides all details regarding each destination in the district.

The state tourism department is planning more destinations to be included in the network and is waiting for the response from the pilot project.

Sources in the tourism department said that if properly marketed and branded, foreign tourists, who want to experience a fresh mode of tourism, will flock in large numbers and the economy of these auto drivers will also increase. The tourism department can also take pride in that it will get a different branding that would be unique in the global tourism map.

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Tennis legend Steffi Graf appointed brand ambassador of Kerala’s Ayurveda tourism

It’s official. as reported by fe in may, kerala has roped in german tennis legend steffi graf to promote the state’s ayurveda campaign in a bid to energise its “god’s own country” brand..

It’s official. As reported by FE in May, Kerala has roped in German tennis legend Steffi Graf to promote the state’s Ayurveda campaign in a bid to energise its “God’s Own Country” brand. The state cabinet, which met on Wednesday, appointed the 46-year-old Graf as the brand ambassador of Kerala Ayurveda.

“The Kerala tourism department has been briefed to sign an MoU with Graf. This will seek her services to become Ayurveda brand ambassador as part of the department’s ‘Visit Kerala Scheme’,” chief minister Oommen Chandy told mediapersons after a cabinet meeting. The tourism department had held discussions and reached an agreement with the former world No. 1 tennis player last month. Kerala’s Ayurveda, an ancient system of healthcare famous for its holistic effect on body and mind, attracts large number of people from the country and abroad every year.

Graf, who had bagged 22 Grand slam single titles, retired in 1999. She married former world No, 1 in men’s tennis, Andre Agassi, in October 2001. She is the only player, male or female, to win three grand slams in a calendar year five times (1988, 1989, 1993, 1995 and 1996). Graf was ranked world No. 1 by the Women’s Tennis Association (WTA) for a record 377 total weeks, the longest period for which any player, male or female has held the No. 1 ranking since the WTA and the Association of Tennis Professionals began issuing rankings. She won 107 singles titles, which ranks her third on the WTA’s all-time list after Martina Navratilova (167 titles) and Chris Evert (157 titles).

With the entry of Graf, Kerala hopes to rev up the German travellers’ fascination for Ayurveda treatment. Already, about one-third of Kerala’s 1 million international tourists per year are from Germany, Switzerland and the UK. Ayurvedic rejuvenation treatment, which calls for more than a week’s stay at a wellness centre, also ensures longer stay of international tourists in the host country. This is counted to rev up the multiplier effect of tourism revenues.

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Steffi Graf appointed Kerala's brand ambassador for Ayurveda

The Kerala tourism department was given sanction to sign an agreement with Graf to become Ayurveda brand ambassador as part of the department's 'Visit Kerala Scheme', Chandy said.

Tennis legend Steffi Graf was on Wednesday appointed the Ayurveda brand ambassador of Kerala.

Details of her remuneration and other terms weren’t made public but talks in this regard had been going on for some time.

With this deal the government, feels that it can overcome the after-effects of recent ban on liquor to an extent. The ripple effect of liquor ban had earlier hit the thriving tourism sector.

The tourism department had already held discussions and reached an agreement with the German former World number one tennis player, who had bagged 22 Grand slam single titles.

The 46-year-old Graf, who retired in 1999, married former World number one men's tennis player Andre Agassi in October 2001.

Kerala's Ayurveda, an ancient system of health care which is famous for its holistic effect on body and mind, attracts a large number of people from the country and abroad every year.

(With PTI inputs)

Ramesh Babu is HT’s bureau chief in Kerala, with about three decades of experience in journalism. ...view detail

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• Auto drivers as brand ambassadors: Kerala tourism pilot project from April 1

The Kerala tourism department will pilot the project of promoting auto-rickshaw drivers as state tourism's brand ambassadors from April 1 at Wayanad.

• Updated On Feb 12, 2023 at 01:37 PM IST

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• Leaders Speak
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• Auto drivers as brand ambassadors: Kerala tourism pilot project from April 1

The Wayanad district tourism promotion council has already given training to 100 auto drivers in the district to be deployed as brand ambassadors of the state tourism department. The Wayanad tourism department is expecting that the autos would be of help for senior citizens, and tourists to traverse to remote destinations of the district.

• Updated On Feb 12, 2023 at 06:22 PM IST

State received record 1.88 cr domestic tourists in 2022: Kerala Tourism Minister

​​A growth of 2.63 per cent was achieved in the tourism sector during the post-Covid period. Till then, 1,83,84,233 was the highest number of domestic tourists arrived in the Southern state in its history, the Tourism Minister of Kerala, PA Mohammed Riyas, told the assembly during the Question Hour session.

• Published On Feb 12, 2023 at 04:44 PM IST

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Kerala launches ‘Revenge Tourism’ campaign to boost wanderlust

Thiruvananthapuram: Kerala’s Tourism Department has launched yet another innovative campaign to attract travellers to various destinations in the state. Titled ‘Revenge Tourism’, the initiative aims to inspire people who could not travel due to the COVID 19-related restrictions over the last couple of years to visit places now as an ‘act of revenge.’

“Wide publicity will be given to the campaign. Programmes to bring more visitors to the state’s tourist attractions will be implemented soon. Facilities at the destinations will be improved,” said a Tourism Department official.

“The plan is to give a boost to the tourism industry which is struggling after the pandemic struck,” he added.

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Meanwhile, hotel bookings till June this year offer good hope, said the official.

“In fact, Revenge Tourism is the third phase of the ‘Change of air’ and ‘Travel for good’ campaigns unveiled by the department to help the industry recoup the losses caused by the pandemic,” he said.

“Revenge Tourism will help Kerala’s tourism industry to regain its glory. There are plans to rope in a foreign celebrity to be the brand ambassador of God’s own Country,” said Tourism Minister P A Muhammed Riyas.

Other plans include introducing beach-based adventure tourism activities, building helipads at various places to promote heli-tourism, making monsoon tourism active and boosting cruise tourism. ‘Presently, cruise ships touch Kerala on the way from Maharashtra to Lakshadweep. We are exploring options to introduce cruise trips which are more beneficial to Kerala,” said the official.

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Kerala Tourism sets new benchmark with over 2 million online ambassadors

Setting a new benchmark on social media platforms, the number of followers on the official facebook page of kerala tourism has now increased to over two million followers, making it numero uno among the portals of any such tourism departments in the country..

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Once bitten, Kerala govt not shy to take up UAE proposal on tourism townships in state

THIRUVANTHAPURAM: In an ambitious move, the Kerala government is all set to embark on a project to develop tourism townships in the state with the help of the United Arab Emirates. Despite its somewhat bitter experience on the LIFE Mission project, the LDF government has decided to go ahead with the UAE proposal. A working group has been set up to study the plan to develop townships in Vagamon and Munnar.

Chaired by the chief secretary, the six-member working group will include the tourism secretary, additional chief secretaries of local self-government (LSG) and forest departments, in addition to the revenue and LSG principal secretaries. According to an order issued by the tourism department on January 18, the group has been asked to look into all aspects of the project and come up with suggestions to take it forward.

The order, however, does not mention the nature of the UAE government’s involvement. Any investment would require central clearance. The order is also silent on whether private investment will be sought for the project. “The whole process is in the preliminary stage,” said Tourism Secretary K Biju. “The UAE government forwarded the proposal. And we have taken initial steps. The working committee will study all aspects, including feasibility of the project,” he told TNIE.

It was during a meeting between UAE ambassador and Chief Minister Pinarayi Vijayan in April 2023 that the West Asian country expressed its interest to develop tourism townships in hill stations. The meeting also decided to form a working group to study the proposal. On December 13, 2023, the tourism department informed the revenue department of the plan. Following this, the revenue principal secretary instructed the land revenue commissioner to identify suitable plots.

It is after a gap of five years that the UAE and LDF governments are exploring another possible collaboration. In 2019, the two signed the agreement for a housing scheme and a hospital at Wadakkanchery in Thrissur. However the project kicked up controversy over the alleged payment of commissions and bribes. Following this, the Enforcement Directorate registered a case and attached assets of many of those named in the alleged scandal. The central government had also objected to the UAE government’s willingness to extend financial assistance to Kerala after the 2018 floods.

Meanwhile, apprehensions have been raised about the environmental impact of the proposed project on Munnar and Vagamon. Construction in ecologically fragile areas nearly 3,000ft above sea level could present challenges for the government.

Townships In highlands

A working group has been set up to study the plan to develop townships in Vagamon and Munnar

Chaired by the chief secretary, the six-member working group has been asked to look into all aspects of the project and come up with suggestions

The order by tourism dept does not mention the nature of the UAE government’s involvement.

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