The Hindu Business Line : Husain, Tharoor team up to sell Kerala to tourists

POSITIONED as a `celebration of Kerala', God's Own Country, a coffee table book with illustrations by painter M.F. Husain and text by author Shashi Tharoor, was released at a function here today.

The 57-page book, brought out by the Kerala Tourism Department, was released by Mr Vakkom Purushothaman, Speaker of the State Assembly. Simultaneously, he also unveiled three new tourism-related brochures on the State.

Mr K.V. Thomas, State Minister for Tourism, said on the occasion that competition to the State as a tourist destination did not come from other States in the country but from international tourism centres such as Malaysia, Thailand and Indonesia.

As part of its efforts to continue to be among the premier tourism destinations in the world, Kerala Tourism is forging links with several other organisations.

On the cards are tie-ups with the Singapore tourism board and also with Uttar Pradesh Tourism, the Minister said. Kerala is also working on reviving traditional art forms that are dying out, and is also in the process of introducing a law for the conservation and preservation of tourism-related landmarks, Mr Thomas said.

Despite the limitations of an annual tourism marketing Budget of only Rs 10 crore, Kerala is able to hold its own, Mr Thomas said. Books and other publications such as God's Own Country play a significant role in Kerala's tourism marketing initiatives, he added.

God's Own Country also contains a special section packed with information for the traveller - ranging from insights into the State's heritage to details of accommodation and tour packages.

The paintings that feature in the book are the result of Mr Husain's two-month sojourn through the State in 2000. Dubbed Kalyanikuttiyude Keralam (Kalyanikutti's Kerala), the paintings capture the quintessential Kerala and are to be exhibited in New Delhi later this month or in early May. In addition, casual sketches by Husain also feature in the book.

The three brochures prepared by the Tourism Department promote various aspects of the State's tourism potential. When Heavens Touch the Earth is a visual journey through the monsoon in Kerala. Besides pictures that capture the power of the monsoon, the brochure also has a `Monsoon factfile' that contains an assortment of information on the monsoon, the links between Ayurveda and the monsoon and so on.

Heal Yourself Here is another information package on the health facilities.

In addition to detailed information on the Ayurvedc therapies available in the State, the brochure also highlights the State's strengths and advantages in allopathic medicine. The objective is to help promote Kerala as a healthcare destination, say tourism officials.

The third brochure, Blossoming Business, introduces the State as a destination for conferences and conventions. It contains detailed information on the various facilities available at each convention centre in the State.

Mr T. Balakrishnan, State Tourism Secretary, and Mr Alkesh Kumar Sharma, Director of Tourism, were present on the occasion.

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