God’s Own Country navigates big hurdles to revive tourism sector Premium

The State’s economy is heavily dependent on its growing tourism sector, which contributes around 10% of the State’s gross domestic product (GSDP).

Kerala’s stunning landscapes, biodiversity, and rich culture have made it one of India’s premier destinations for domestic and international tourists. Aptly branded ‘God’s Own Country’ since 1989, the State’s scenic charm is hard to resist for the average traveller. It is a haven for wanderers, with foggy mountains, winding rivers, and surging waterfalls set amid lush greenery, pristine beaches along its largely unspoiled 580-km coastline, and the famed backwaters. Idukki and Wayanad captivate visitors with their spice-laden air and vast coffee, tea, cardamom, and pepper plantations that drive much of India’s spice production.

Adding to this appeal are the sparkling peacock-blue waters of the Arabian Sea and the unique geography wedged between the Western Ghats and the coast. On the cultural front, traditional Kathakali dance-drama performances and the spectacular snake boat races held during the Onam festival offer a visual treat to visitors. Nature, culture, and built structures that point to a past imbued with monumental political and social struggles make it a fascinating region for visitors.

The State’s economy is heavily dependent on its growing tourism sector, which contributes around 10% of the State’s gross domestic product (GSDP). Kerala’s ancient maritime trade with the Romans, Phoenicians, Arabs, Chinese, Portuguese, Dutch, and English helped make the State increasingly popular among international travellers over the centuries. This rising interest continued until recently, especially in the years leading up to the COVID-19 outbreak.

The State recorded a peak of 11.89 lakh foreign tourist arrivals in 2019, but the momentum collapsed after the pandemic hit. Arrivals fell to 3.40 lakh in 2020 and then to a low of 0.64 lakh in 2021. Signs of recovery appeared in 2022, when Kerala reopened after easing COVID-19 restrictions, with foreign arrivals rising to 3.45 lakh. This was followed by 6.49 lakh visitors in 2023 and 7.38 lakh in 2024, still only about 62% of the pre-pandemic level.

Foreign tourist arrivals in Kerala peaked at 11.89 lakh in 2019, but momentum collapsed after the pandemic struck. The photo shows a tea estate in Munnar, a major tourism destination. | Photo Credit: Jomon Pampavalley

Overall tourism numbers, however, looked stronger: Kerala attracted around 2.3 crore domestic and international tourists in 2024, generating roughly ₹45,000 crore in direct and indirect revenue. Domestic tourism has driven this growth, fuelled by “revenge travel” among Keralites. After attracting 1.83 crore domestic visitors in 2019, the State quickly surpassed pre-pandemic levels with 1.88 crore in 2022, then set new records of 2.18 crore in 2023 and 2.24 crore in 2024.