Tag Archives: U.V. Jose

Kerala’s award-winning ‘Responsible Tourism’ (RT) initiatives has come in for further recognition with the United Nations World Tourism Organisation (UNWTO) describing them as a model for other destinations to replicate. The world’s foremost international tourism organisation also called for the development of closer ties between Kerala Tourism and UNWTO, emphasising the importance of further association to help take the message of sustainable tourism forward. In a recent meeting held at UNWTO headquarters in Madrid, Kerala Tourism Director, U.V. Jose presented a report on the RT campaigns – the heart of Kerala’s tourism story for nearly a decade – to Xu Jing, UNWTO Regional Director for Asia and the Pacific. The report contained details of the RT policies and practices implemented in the state and the campaign’s success in giving stakeholdership to local communities and empowering them economically through activities that prioritise cultural and ecological conservation.

Along with its successful ‘God’s Own Country’ campaign, Kerala will now be promoted as the ‘Land of the Biennale’ as well, says U.V. Jose, Director, Kerala Tourism. The new moniker comes in line with the Kochi-Muziris Biennale (KMB) by the Government of Kerala, which allocated Rs. 7.5 crore towards operational expenses for the KMB’s ongoing third edition – besides committing to finding India’s only Biennale a permanent venue. “Kerala Tourism has allotted around Rs. 6 crore to promote both the biennale and the state through ad films, national and international road shows and campaigns as well as other initiatives,” Jose said. Noting that the theme of the new campaign would be related to art, he said the Tourism Department had sanctioned Rs 60 lakh for a film to promote Kerala as the land of the Biennale. “For the next three months, over the duration of the Biennale, Kerala Tourism will showcase it at national trade fairs, international road shows and tourism and trade conventions. We will also roll out the ‘Live Inspired’ campaign, which is themed around the inspiration and pride of having the chance to view and experience such top class artworks here,” he added. The Director said that while the state was known for such distinctive offerings as its Ayurveda therapies and houseboats, the Biennale would be added to that list of iconic Kerala products. He noted that there were already links between the Biennale and the Muziris Heritage Project with Kottapuram fort in Kodungallur being one of the 12 venues for KMB 2016.

Kerala Tourism has rolled out ‘The Great Backwater Experience’ zone at a special interactive stall in the departure terminal at Indira Gandhi International airport in New Delhi. The initiative uses virtual reality to allow passengers to experience a Kerala experience while waiting to catch their flight. Similar zones are also being set up at airports in Mumbai and Bengaluru. U.V. Jose, Director, Kerala Tourism, said, “The zone is up and functional at Indira Gandhi International airport in New Delhi and visitors can get an immersive experience of sitting inside a ‘kettuvellam’, a traditional Kerala houseboat, floating on tranquil backwaters in a place situated over 2,000 km away. This has been made possible through the innovative use of virtual reality.”