The draft tourism policy of the State envisions various initiatives to ramp up tourist arrivals to 26 lakh (6.59 lakh in 2010) in the international segment and 180 lakh (85.9 lakh) in the domestic segment by year 2021. It has also recommended the setting up of a Kerala Convention Promotion Bureau to market the Kochi region aggressively in the MICE (meeting, incentive, convention and exhibition) segment.

Specific strategies will be formulated for short-haul/long-haul tourists with an eye to extend the stay in the State and benefit from raised spending by the tourist. In this context, the Department of Tourism will help the industry to develop multi-experience packages and products to increase the average length of stay of a foreign tourist from the present 16-21 days.

To meet an alarming shortage of skilled manpower in the tourism sector, the Kerala Institute of Tourism and Travel Studies (KITTS), a department affiliate, will be converted into an apex institute catering to the human resource requirement of the industry. The document plumps for hop-on, hop-off services to select tourist destinations while a contingency response cell has been mooted to tackle any eventuality at the destinations.

Among other things, it has also listed measures to encourage private investment in the sector while adhering to the principles and practices of sustainability. Fast-track clearance has been recommended for projects that cost above Rs10 crore and tax holidays for accommodation units in the northern districts. The mission is to provide a world-class yet local experience to tourists, attract investment that will be sensitive to the natural environment, ensure benefits of tourism to communities and value their contribution, and position Kerala as a visible global brand. A Responsible Tourism (RT) classification based on the principles of Global Sustainable Tourism Criteria will be introduced.

As per this, at least 30 per cent of the classified and approved units located in rural areas will be converted to RT classified units in 10 years. Priority will be for small and medium level investments in the tourism sector. Incentives linked to RT practices will be introduced.

The existing investment subsidy schemes will be withdrawn by 2013. A new system will be introduced whereby 15 per cent of the total investment, with an upper limit of Rs 20 lakh, will be given as subsidy to those classified under RT.

Market-specific strategies will be formulated to use optimally the potential of existing markets and initiatives will be taken to make destinations visible in new and emerging markets.

Kerala Tourism will prepare infrastructure plans for major destinations in association with the line departments. A new campaign on ‘Kerala, A Waste-Free Destination' will be launched with the active participation of local bodies, non-governmental organisations, and self-help groups.

Approval from the department will be made mandatory for obtaining licence from local self-government institutions for home-stays and Ayurveda centres