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Sankar Radhakrishnan

Thiruvananthapuram , July 11

CULTURAL and environmental tourism are the new growth areas globally, and Kerala is well positioned to capitalise on this trend, said Ms Jenny Shipley, former Prime Minister of New Zealand.

Ms Shipley, who visited Kerala recently, told Business Line that tourists today look for authentic experiences that help them understand the culture and lifestyles of different nations.

"They want to have a feel of the lifestyles of other people," she said. This is a great thing, even in foreign policy terms, as it enhances global understanding, Ms Shipley said. And Kerala has a great opportunity to capitalise on this emerging trend, she added.

So, instead of trying to be like other tourist destinations, Kerala should look at highlighting what makes it different, Ms Shipley said. Modern tourists want experiences that help them understand these differences. The simple ways of daily life and traditional cooking techniques appeal to the modern tourist, she added.

For instance, a trip on a houseboat along Kerala's backwaters is a wonderful experience of the State's natural charm. But equally important is offering visitors an opportunity to enjoy "people's normal way of life," she pointed out. This is a marvellous selling point for Kerala's tourism industry.

In New Zealand, the Government has moved away from being involved in the nitty-gritty of tourism to being a facilitator, Ms Shipley said. The Government works with tourism operators, both large and small, to promote New Zealand as a tourist destination. This strategy has helped the country increase the number of international visitors by over 100 per cent in the last five to six years, she said.

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