From Silicon Valley of India to the Silent Valley of Kerala. That's the latest mantra of God's Own Country if one is to go by the innovative marketing strategy devised by its Kerala Tourism Department for wooing the wealthy techies of India's IT capital, Bangalore.

Having realised the immense potential of attracting premium tourists from prime cities like Bangalore where thousands of hi-tech professionals are stressed out by the sheer nature of their work, the Kerala Tourism Development Corporation (KTDC) has worked out various holiday packages to make a visit to the coastal state relaxing and memorable.

"We are positioning Kerala as the favourite destination of the upmarket tourists as a long-term strategy for growth and development. No other destination in India has drawn so much attention as the state during the last couple of years," claimed state tourism secretary Amitabh Kant at a state-of-the-art presentation here on Thursday.

Recalling that in a millennium collectors' issue, the National Geographic Traveller had identified Kerala as one of the 10 paradises in the world, and the only one in India, Kant said apart sun, sand and beaches, the state boasts of such diverse products as backwaters, Ayurveda, hill stations, wildlife sanctuaries, pilgrim towns, and hoary cultural festivals.

"The breathtakingly evergreen state has something to offer every tourist, be it international or domestic. The idyllic settings with exclusive resorts offering a variety of facilities will work wonders for the corporate clientele, including executives, software and hardware professionals to relieve their stress factor in the company of their families or colleagues," Kant stated.

Known as the first choice of the smart traveller, a breathtaking experience a tourist will never miss is drifting down the never-ending backwater stretches for days in a luxury houseboat.

"Even Prime Minister Atal Bihari Vajpayee could not resist the tranquil settings of Kumarakom for his year-end holiday in December last," said Kerala Tourism director V Venu.

Capitalising on the benefits of the age-old traditional Indian medicinal systems like Ayurveda and oil massages, the KTDC has come out with a slogan: "When life gets tiring, apply Kerala" to promote healthy tourism along with eco tourism.

There is a certain green energy in this virgin land that's delightfully invigorating. The lush landscapes, the enchanting monsoons, and the clean, scented air.

For refreshing, it has medicated baths, oil massages to rejuvenate, herbal diets to replenish, yoga to revitalise, and meditation to recharge the ideal tourist," claims the picturesque booklet of the KTDC.

Hidden in the wooded hills are a thousand delights to discover with waterfalls and brooks in plenty. Laden with spices, tea, and coffee, the hill ranges nestling in the southern Western Ghats will be the right spot for summer vacationing.

As part of its hard-selling marketing strategy, the Kerala tourism department also commissioned renowned artist and sculptor Yusuf Arakkal, a Keralite, to depict the myriad images of the state through his colourful paintings and sketches titled: A creative journey through Kerala.

In subtle shades, the Bangalore-based Arakkal has brought alive on canvas the indigenous and natural images of the most sought after tourist destination in India. The 10 paintings and 40 sketches mirror a fascinating facet of God's Own Country.

With total revenue of Rs 35.74 billion from tourism, Kerala has one of the highest tourism revenue in the country, as it constitutes 6.29 per cent of its GDP as against the national average of 5 per cent of the GDP. Similarly, the state attracts over 5 million domestic tourists as well as over 2 million foreign tourists annually. A cumulative investment of Rs 10 billion has gone into building the infrastructure, including tourism projects during the last 4 years. The tourism industry employs over 1.1 million people across the state.

Design: Lynette Menezes

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