Date:19/12/2008 URL: http://www.thehindu.com/2008/12/19/stories/2008121950460200.htm

Kerala - Thiruvananthapuram

Roping in NoRKs for tourism development Tourism Trail

S. Anil Radhakrishnan

Photo: C. Ratheesh Kumar

BATHED IN GOLD: Kerala Tourism has come up with an initiative to rope in NoRKs for growth of the tourism sector. The ‘Send a Friend Home’ programme under the initiative will bring in more tourists to destinations like the famed beach resort of Kovalam. —

THIRUVANANTHAPURAM: Over 10 million Non-Resident Keralites (NoRKs) have been contributing substantially to the development of the State over the years and in spreading the social and cultural heritage of God’s Own Country around the world.

Taking a cue from this, Kerala Tourism has come up with a novel initiative to rope in NoRKs for further growth of the tourism sector and thereby, the economy as well.

The venture ‘Ente Naadu’ will provide NoRKs with a host of opportunities to help contribute towards the growth of the sector. The attempt is to bring forth attractive plans that will help small and medium-level NoRK investors to cash in on existing and new tourism projects conceived by home-grown entrepreneurs.

As a first step, a two-day ‘Ente Naadu’ NoRK meet will be held at the Le Meridien in Kochi from December 23. The meet, aimed at attracting investment to the sector from NoRKs, will open up the opportunity to forge new business relationships and benefit from the burgeoning tourism industry of the State.

Besides, the meet will encourage direct and Public-Private Partnership (PPP) model investments from the NoRKs in tourism projects at identified locations in the State.

The nearly 30 proposals to be short-listed by a panel from the 148 proposals, ranging from wax museum to development of mangroves, received from resident entrepreneurs will be showcased at the meet.

It will create a platform for one-to-one interactions on new business projects between the NoRKs and the resident entrepreneurs. It will be a forum to meet and discuss with financial institutions and project management institutions.

Another highlight of the initiative will be the introduction of the pioneering ‘Send a Friend Home’ programme, which will make them brand ambassadors of Kerala. Aimed at enhancing tourist arrivals, it will enable NoRKs to earn special privileges and incentives for motivating people to visit the State.

The event is jointly organised by Kerala Tourism and Department of Industries. Tourism Resorts Kerala Ltd. (TRKL), a State undertaking for tourism investment promotion and infrastructure development, is the nodal agency for organising the meet.

The fact that 483 delegates from 38 countries around the world and 13 States within the country have registered so far shows the overwhelming response to the venture, T.K. Manzoor, Managing Director of TRKL and convener of the organising committee for the meet, says.

The meet will feature presentations by Kerala Tourism, other government bodies and public-private partnership presentations, interactive sessions, project partnership and financing workshop, cultural programmes, networking dinners and announcement of the NoRK Tourism Support Cell.