Experts at the Invest Kerala Global Summit (IKGS 2025) opined that Kerala has significant potential for investment in various areas of the state’s tourism sector.
Participating in a panel discussion on ‘A Hub for Sustainable Tourism and Responsible Business’ on February 22, 2025, at the two-day summit at the Lulu Bolgatty International Convention Center, they said Kerala’s strength lies in its diversity.
In his keynote address, Mr Suman Billa IAS, Additional Secretary, Ministry of Tourism, Government of India, said the state should fully exploit its brand value as a global tourism destination.
“Kerala has become an investment-friendly destination through the gradual growth achieved in the tourism sector in the last 30 years,” he said.
“The global brand value of Kerala Tourism makes it investment-friendly. Plans should be formulated to maintain this and attract more investments.” According to him, Kerala’s status as a green destination is its main attraction, and its sustainable and responsible tourism model is commendable.
“One of Kerala’s notable characteristics is that tourism is viable throughout the year, making it suitable for any weather conditions,” he said. “This year-round appeal makes the state attractive to tourists on a global scale and also investment-friendly.”
Kerala is an investment-friendly destination thanks to several factors, including good connectivity, hospitality, high skill levels, robust infrastructure, and quality services.
The Kerala cadre official believes it is essential to focus on discovering new destinations and developing new strategies to increase tourist arrivals consistently.
Mr. Billa pointed out that the country’s tourism sector significantly contributes to GDP, employment opportunities, and infrastructure development.
The tourism sector contributes 5.04 per cent to the country’s GDP, and this will increase significantly in the next ten years. He stated that the tourism industry has created 76 million jobs in five years and continues to generate a large number of jobs.
Renowned Tourism expert Dr Venu V, chairman of the Kochi Biennale Foundation and former Chief Secretary, stated that tourism activities were once limited to a few areas but are now more widespread and should be fully utilized.
“The diversity of Kerala’s tourism sector is truly its strength. The state can recognize the evolving preferences of tourists and develop plans accordingly,” he said.
“This positive trend needs to be sustained, and further investment should be attracted. To achieve this, marketing campaigns should be expanded. The travel culture is growing, making Kerala a top choice for travellers.”
ICRT Global Director Ms Manisha Pandey stated that Kerala is a leader in responsible tourism on a global scale. “There is a significant investment opportunity in Kerala’s sustainable and responsible tourism model,” she remarked.
“The involvement of women entrepreneurs in this sector is noteworthy. Quality infrastructure and safety are key factors that attract tourists and investors to Kerala.”
Mr. Lalit Vishwakumar, Director of Operations for IHCL in Kerala, believes the successful public-private tourism partnership model should continue attracting more investment. Mr S Swaminathan, Managing Director of Dravidian Trails Holidays and Secretary of Kerala Travel Mart Society, moderated the session.
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