As the Kerala Tourism Department is working hard to attract more visitors to the state, the tourism lobby has suggested the state get a new brand identity. A section of the industry people believe that the tagline, God's Own Country, that raised the state from obscurity to global recognition as a tourist destination and captured the imagination of millions, has become old, reported Preetu Venugopalan Nair in The Times of India.
The issue was raised in the tourism department's core committee meeting in December 2012. Confirming this, E M Najeeb, President, Confederation of Tourism Industry, Kerala, said, "At the core committee meeting with the tourism minister, we looked at ways in which tourism in the state can be re-established. I strongly recommended that the tag, God's Own Country, has become old and we need to re-brand and re-launch ourselves to beat competition from other destinations. The officials promised to look into the issue."
Tourism officials also admit that it was time for the state to reinvent itself to beat competition from neighbouring countries like Sri Lanka and other Indian states. "Whatever we do, nothing can replace 'God's Own Country'. But we need to reinvent ourselves to become a more attractive destination, as in terms of potential we still have a lot to achieve", said Suman Billa, Secretary - Tourism, Government of Kerala.