E.M. Najeeb, the President of the Confederation of Kerala Tourism Industry, Past President of the Kerala Travel Mart (KTM) Society, and National Vice President of the Indian Association of Tour Operators, is a key figure in Kerala’s tourism sector. With over four decades of experience, Mr. Najeeb is regarded as one of Kerala’s first-generation entrepreneurs in travel and hospitality. His vision, leadership, and strong rapport with both government and private sector stakeholders have been instrumental in shaping Kerala’s tourism landscape.
Mr. Najeeb is widely recognized for championing the idea of a Public-Private Partnership (PPP) in the tourism industry as early as the late 1980s, a concept that continues to drive the sector’s growth. He was an integral part of Kerala’s early marketing campaigns and remains a respected and influential voice in the industry. His involvement with the Kerala Travel Mart Society as President for two terms and his active participation in all twelve editions of the Kerala Travel Mart highlight his enduring leadership. Even today, he continues to play a pivotal role in Kerala’s tourism, offering guidance and mentorship to the next generation of industry leaders.
Mr. Najeeb shared his views with Tourism India, on several critical issues affecting Kerala’s tourism industry, starting with the competitive global environment. He emphasized the need for both the government and the private sector to recognize the fierce competition for international tourists. With travellers having more choices than ever, destinations must ensure that their infrastructure is world-class, connectivity seamless, and the overall tourist experience memorable. A hassle-free holiday is the key to attracting repeat visitors, and for Kerala to remain competitive, its tourism sector must continuously work on enhancing these aspects.
One of Mr Najeeb’s primary concerns is the recurrent public health challenges Kerala has faced, such as the outbreaks of the Nipah virus, bird flu, and more recently, COVID-19. While the government has responded with prompt measures to address these health crises, Mr. Najeeb believes that more needs to be done in terms of preventive action. He pointed to poor waste management as a root cause of many of these health issues, stressing the importance of modernizing and outsourcing waste management to competent agencies. According to Mr Najeeb, Kerala’s reputation as a clean and healthy destination is at stake, and proactive measures are essential to maintain the state’s image on the global tourism map.
Drawing parallels with the incident in Surat years ago, where the outbreak of plague led to widespread cancellations of international travel to India, Mr Najeeb warned of the disastrous impact such health issues could have on Kerala’s tourism. However, he also noted that Surat eventually turned itself into one of India’s cleanest cities, demonstrating that effective public health management is possible. Mr Najeeb urged the government to adopt similar strategies to ensure that Kerala remains a safe destination for travellers.
Reflecting on policy decisions, Mr Najeeb highlighted instances where sudden government actions negatively affected the tourism industry. He cited the controversial bar closure policy in 2014 and the Munnar demolition incident as examples where the lack of consultation with industry stakeholders led to disruption. He stressed that Kerala’s tourism sector has thrived on a strong partnership between the government and private enterprises, and any policy decisions should be made through detailed discussions with the industry. The confidence and trust built over the years between these two sectors, he added, must not be undermined by unilateral decisions.`
Mr. Najeeb also emphasized the importance of sustainability in Kerala’s tourism strategy. He pointed out that environmental sustainability is critical for destinations like Kerala, where natural beauty is a primary attraction. The carrying capacity of tourist spots, especially hill stations and backwaters, needs to be carefully studied to prevent over-tourism. Strict regulations should be implemented to maintain the ecological balance, and lessons can be learned from other global destinations that have successfully managed this issue. Mr. Najeeb praised Kerala’s early initiatives in eco-tourism and responsible tourism, which have helped raise awareness and promote sustainable practices within the industry.
As Kerala moves forward, Mr Najeeb believes that domestic tourism holds the key to economic recovery post-pandemic. The pandemic has shifted the global tourism landscape, with short vacations and nearby destinations becoming more popular. This shift has benefited Kerala, which has seen a boom in domestic tourism. However, Mr. Najeeb pointed out that small and medium-sized entrepreneurs, such as those running homestays and boutique hotels, are vital to Kerala’s tourism success and need continuous government support through long-term incentives like investment subsidies.
The experiential nature of Kerala’s tourism, which emphasizes its beaches, backwaters, wellness, and Ayurveda offerings, has been a significant factor in the state’s appeal. Mr. Najeeb urged that this focus on experiential tourism be fine-tuned and maintained with the support of both the government and the private sector. Projects like the Muziris Heritage Project and the Kochi-Muziris Biennale are expanding Kerala’s tourism horizons by promoting cultural and heritage tourism.
Mr. Najeeb highlighted the importance of a strong, collaborative partnership between the government and private sector in ensuring the continued success of Kerala’s tourism industry. He called for sustained efforts to modernize infrastructure, maintain health and safety standards, promote environmental sustainability, and support small entrepreneurs. Kerala’s global reputation as “God’s Own Country” has been built over decades, and with the right strategies in place, it can continue to thrive in the competitive world of tourism.
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