As the state tourism department working hard to attract more visitors to Kerala, the tourism lobby has suggested it is time to get a new brand identity for the state.

A section of the industry people believe that the three magical words - God's Own Country' - that raised the state from obscurity to global recognition as a tourist destination and captured the imagination of millions has become old as per a TOI report. 

The issue was raised in the tourism department's core committee meeting in December. Confirming this, president of Confederation of Tourism Industry, Kerala, E M Najeeb said, "At the core committee meeting with the tourism minister looked at ways in which tourism in the state can be re-established. I strongly recommended that the tag, "God's Own Country", has become old and we need to re-brand and re-launch ourselves to beat competition from other destinations. The officials promised to look into the issue".

Tourism officials also admit that it is time for the state to reinvent itself to beat competition from neighbouring countries like Sri Lanka and other Indian states. "Whatever we do, nothing can replace "God's Own Country". But we need to reinvent ourselves to become a more attractive destination, as in terms of potential we still have a lot to achieve", said Tourism secretary Suman Billa.

However, Amitabh Kant, who is widely acknowledged as an officer who got the administrative wheels spinning to make the state the number one tourism destination in the country, said that there is no need to change the tag.

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