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The spiraling global crisis has hit the travel industry badly. Kerala’s source markets like the UK, Germany and Italy have been affected. Many chartered tours have been cancelled and travel insurance companies in Europe have withdrawn travel insurance. However, FITs will hopefully continue to come, though people will want to spend less on travel.

We have to make the best of the situation and think of a strategy to adapt to the new realities that we are facing. Both airlines and hotel businesses would do well to remember that it would be an advantage to them to provide services for travellers on a tighter budget, without compromising on quality. Homestays can do well and must make the most of the situation.

Domestic tourism is likely to see growth as, in this time of crisis, people will opt to travel shorter distances. Kerala has ample scope to attract domestic travellers. According to a PATA study, on an average, per day spending of domestic travellers in India is US$ 106 compared to US$ 80 for a visitor from abroad. Therefore, promoting domestic tourism will definitely be an advantage. Things will not be easy for the tourism industry in the months ahead. It is hoped that though the industry is one easily affected by economic uncertainty, it will have the resilience to overcome the present challenges.

Ravisankar K.V.   
Editor