Kerala, a state located on the tropical Malabar coast of southwest India, is one of the most popular tourist destinations in the country. Named as one of the ten paradises of the world by National Geographic Traveller, Kerala is famous especially for its ecotourism initiatives and beautiful backwaters. Its unique culture and traditions, coupled with its varied demographics, have made Kerala one of the most popular tourist destinations in the world. Growing at a rate of 13.31%, the tourism industry is a major contributor to the state's economy. Until the early 1980s, Kerala was a relatively unknown destination, with most tourist circuits concentrated throughout the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation - the government agency that oversees the state's tourism prospects - laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche vacation destinations in India. The tag line Kerala - God's own country was adopted in its tourism promotions and became a global supermarque. Kerala is considered as one of the destinations with the record of the highest mark. In 2010, Kerala attracted 660,000 arrivals from foreign tourists.
Kerala is an established destination for both domestic and foreign tourists. Kerala is well known for its beaches, backwaters in Alappuzha and Kollam, mountain ranges and wildlife sanctuaries. Other popular attractions in the state include beaches in Kovalam, Kappad, Cherai and Varkala; Backwater tourism and lake stations around Lake Ashtamudi, Kollam; Mountain resorts and resorts in Munnar, Wayanad, Nelliampathi, Vagamon and Ponmudi; And national parks and wildlife sanctuaries in Periyar, Parambikulam and Eravikulam National Park. The region of the "backwaters" - an extensive network of rivers, lakes and intertwined canals that settle on Lake Ashtamudi, Kollam, also observes an intense tourist traffic. Heritage sites are also visited, such as Padmanabhapuram Palace, Hill Palace and Mattancherry Palace. The city of Trivandrum ranks first in the total number of international and national tourists in Kerala. To further promote tourism in Kerala, the Grand Kerala Shopping Festival was started by the Government of Kerala in 2007. Since then it has been held every year during the period from December to January.
The state tourism agenda promotes environmentally sustainable tourism, which focuses on local culture, desert adventures, volunteerism and the personal growth of the local population. Efforts are made to minimize the negative effects of traditional tourism on the natural environment and improve the cultural integrity of the local population.