BEACH TOURISM IN KERALA

Dr. K Sasikumar1

Parvathy Nand2

Introduction

Kerala is increasingly rated as one of the must visit destinations not

only but the highly discerning foreign tourists but also by the domestic

tourists. Tourism is a major phenomenon of modern world and is one of the

world‘s highest priority industries and employers. Kerala is today the most

sought and trusted tourism brand in India. Kerala is famous for different

facets like pilgrimage tourism, cultural tourism, medical tourism, beach

tourism, backwater tourism etc.

Among them one of the important facets of Kerala tourism is beach

tourism. Kerala beaches, most of the India‘s finest beaches are in Kerala. Its

entire 700 kilometer length coastline is lined with sandy beaches, rocky

promontories and coconut palms. Each year a large number of visitors (both

foreign as well as domestic tourists) visited there in search of tranquil, palm

fringed beaches and also for the various packages linked with beach tourism

like Ayurveda tourism or health tourism. The factors stimulating a flourishing

beach tourism sector include scenic splendor, moderate climate, clean

environment, a friendly and peace – loving people with high tolerance or

cultural diversity and the potential for creating unique tourism products like

beach resorts, Ayurvedic centers, spa centers, health tourism etc. Kerala

enjoys an extraordinary kinship with the sea or beaches which offers a surf,

spice and sand like no other place. Though extremely popular worldwide, the

beaches remain strangely unexploited and bewitching.

1. Professor and Head, Department of Commerce, University of Kerala.2. Assistant Professor, S N College , Varkala.

Importance of beach tourism in Kerala

1. To increase foreign exchange

Beach tourism is an industry that earns foreign exchange for a

country without harming natural resources and also without exporting any

material goods. Both domestic as well as foreign tourists are frequently

visiting various popular beach destinations of Kerala tends to show an

increasing rate of revenue generation.

2. Development of infrastructural facilities

The improvement and development of infrastructural facilities

is another important benefit offered by the beach tourism industry. Some of

the infrastructural facilities like roads, water supply, hotels, resorts,

ayurvedic centers, spa centers, and other sectors of the economy have a

positive impact due to it. The provision of infrastructural may provide the

basis as an encouragement for economic diversification. And also, a variety

of secondary activities may be promoted in presence of beach tourism.

3. Generation of employment opportunities

Beach tourism is a sector that offers a wide range of employment

opportunities for highly skilled, semi–skilled, and unskilled labors in sectors

like hotels, spas, restaurants, travel agencies, tour operators, travel guides,

tourism officers, shops etc.

4. To maintain a balanced regional development

It greatly benefits underdeveloped regions of various places or

beach destinations. There are some places which have places of high scenic

beauty, natural environment, potentiality etc., but they are not been given

importance for improvement initiatives to bring a lot of prosperity and

development to the regional sector.

5. Importance in maintaining peace and understanding

Beach tourism in Kerala plays an important role in promoting

national as well as international goodwill. It creates awareness and

appreciation of other countries culture and tradition and paves a way for

cultural exchange and enrichment. Beach tourism can be considered as a

mediator for international understanding by way of bringing diverse people

from different countries, cultures, customs, and traditions to be together.

Challenges of Beach Tourism in Kerala

Even though beach tourism is considered as a positive

phenomenon, there are some challenges that are faced during the promotion

of beach tourism which includes

1. Disposal of waste, hygiene and cleanliness

The waste disposal system of the beaches like Kovalam, Varkala,

Alleppey is not properly availed, even though if they are available they are

not properly maintained which makes the beaches an dilemma and also, the

usage of plastics articles, waste plastics etc makes beaches a polluted one.

2. Guided services

The services of the guide for the tourists to , the beach destinations

in Kerala is below the standard to Goa beaches and the guide there was not

properly trained so as to cope up with the tourist demands is one of the

major challenge faced in beach tourism.

3. Lack of proper infrastructural facility

Even though Kerala is labeled a God’s Own Country, it is not able to meet

the basic current requirement of various infrastructural facilities such as

toilets, kiosks, fireplaces, benches, parlors, information centers, waiting

sheds etc to be needed in various beach destinations like Kovalam, Varkala

and Alleppey. Lacking of basic infrastructural facilities in those destinations

can be considered as the reason for the decline of tourists visiting beaches.

In order to raise the availability of infrastructural facilities necessary funding

is to be provided and steps is to be taken to access infrastructural facilities

by the concerned authorities.

4. Basic Amenities

The basic amenities are the factor that promote beach tourism in

Kerala. By focusing on various beach destinations like Kovalam, Varkala,

Alleppey the basic amenities such as transport facilities, hotels , car parking

areas, toilets, restaurants, hotels, waiting sheds etc were absent which

makes destinations a weaker one. So necessary initiatives is to be

implemented in order to solve the issue.

Popular Beaches in Kerala

Some of the destinations popular beaches of God’s Own Country, Kerala

include:

Kovalam Beach

It is one of India‘s internationally renowned beach. Kovalam is situated just

13 kms from capital city of Kerala, Thiruvnanthpuram and journey takes only

about half an hour.  Kovalam beach is an ideal destination of honeymoon

couples, families, lonely hearts and adventurers due to its ambience

combined with good facilities.  This beach is named as golden beach due to

its golden sand. This beach has lovely coconut palms fringe in the golden

sands. Kovalam in fact is stretched among three crescent beaches which are

separated by natural rocky promontories as barriers. These beaches are

samudra beach, Eve’s or the Hawah and Lighthouse beach. Kovalam beach

is excellent for sunbathing, swimming, surfing and boating. The beach

is guarded by lifeguards. Kovalam beach is highly commercialized having

most of the modern facilities.  Ayurveda massages, panchrakma, spas, sauna

and Jacuzzi are very common and are offered by most of the hotels/resorts.

Foreigners throng Ayurvedic parlors, yoga and meditation centers, that have

sprung up all over the place. The volleyball court and the hammocks are the

spots around the Kovalam beach resorts, popular with the tourists in

Kovalam beach. Apart from the usual sunbath and surfing, many marine

activities are possible at Kovalam. In 2004-05, the number of tourist visited

Kovalam destination was 855,787 and those visited on 2007-08 has an

estimation of 948,579 indicates an increase in trend of inflow of tourists for

about four years and the number of International tourists visited during

2007-08 was about 193,924 as compared to 103,558 in 2004-05 also

exhibits an increase in tourists inflows in an continuous manner.

Varkala Beach

Varkala Beach is been ranked as a top ten seasonal beach by

discovery channel. Situated in South Kerala at North end boarder of

Trivandrum District, Varkala is an amazing seaside resort and spa. Varkala

spa, 42 km away from Thiruvananthapuram, is the best spot along Kerala

coast for watching sunset. The sight of the sun melting into the sea would

blossom your poetic sense. The mineral water gushing from the hill is

believed to have medicinal properties. The Varkala sand has become an

ideal spot for confluence of cultures exotic and alien. The Varkala Beach has

something for everybody I As a tourism destination Varkala is filled with

Hotels, Restaurants, Ayurvedic and Yoga centers, Spa centers and Travel

Operators. It is an ideal location for those looking for a relaxed and quieter

holiday. The Beach with its brown sand, panoramic landscape and seascapes

is a tropical paradise. Varkala beach is an ideal spot to enjoy the sight of

sunset in Kerala Red laterite cliffs that borders the beach just dramatically

into the sea; Varkala is a seaside resort and spa, as well as important Hindu

center of pilgrimage. Various beach activities like, beach volleyball,

swimming, surfing, sailing, parasailing or scuba diving can be enjoyed at the

Varkala family beach. Else just laze in the sun or try your hand at building a

sand castle or participate in any of the numerous beach activities offered on

the beautiful beach.There is Nature Cure Centre at Varkala beach, which is

ideal for naturaotherapy and Ayurvedic treatments. It offers a wide range of

quality stay facilities from luxury accommodation to budget rooms to the

tourists. The tourists inflow for the period 2004-05 has 865,048 and 948,579

during 2007-08 and the International tourists visited there was about

193,924 in 2007-08 as against 94,835 in 2003-04.

Alleppey Beach

Allapuzha is known as Venice of East. Alappuzha beach in Kerala is

located o a strip of land, sandwiched between the Arabian Sea and the

Punnamada backwaters. Tourists can fly upto Kochi airport in Nedumbassery

and can get a cab to travel the rest 90 kilometer towards south of the state-

Alappuzha beach is quite a popular hangout and relaxation spot in the

district of Alappuzha. Alappuzha is a district of enormous natural beauty.

Facilities at the Alappuzha Beach include boating, a children's park with toy

train and bicycles. The tourists participate in any of the numerous beach

activities offered on the beautiful Alappuzha beaches! For instance, indulge

in any of the exciting water sports such as surfing or parasailing, or go

swimming in the clear blue sea, or even try your hand at building a sand

castle or playing a game of beach volleyball! Water sports are one of the

most thrilling beach activities, and Alappuzha beach have the best of aqua-

sport equipment such as water-scooters and high-speed boats .The

Alleppey beach is a spectacular one. At one end are the dense palm groves

that are so characteristic of Kerala’s landscape. Most of the tourist visited

there in order to experience its natural scenic beauty and clean environment

which made them an experience of rich and nourishing.

The domestic tourists during 2003-04 has an estimation of 172,119

as compared to 170,731 shows an decline in tourists visit in the destination

and the International tourists in the destination was about 38,024 in 2003-04

and the arrival of tourist in 2007-08 was 40,463 indicates an inflow of

tourists.

Bekal Beach

Bekal beach is located towards the northern tip of Kerala and is

14kms away from Kasargode. The Kazargode district is blessed with so many

beaches like bekal beach which has an historical background which makes

one of the most tourist destination beach spot. The 2 km long Bekal beach is

a perfect place for individual, who knows nothing then swimming and

sightseeing Bekal beach with Bekal fort in the background is been developed

as international tourist spot which is 300 years old and the largest and the

best preserved fort in Kerala. Largest best preserved Fort in Kerala

spreading over 40 acres that runs in to the Arabian Sea. The Bekal fort is

also among the five centers selected by the government of India to be

developed as Special Tourism Area.

The tourists arrival in the destination has an estimation of 134,661

during 2003-04 and 135,191 as in 2007-08 shoes an increase trend in visits.

And the international tourists arrival was 868 in 2007-08 as compared to 689

in 2003-04.

Muzhupilangad Beach

Muzhappilangad beach of Kannur is one of the longest beaches of

Kerala. It is situated at a distance of 15 kilometers from Kannur. The

Muzhapilangad beach is the only drive-in beach of India. This is what makes

it unique among all other beaches of not only Kerala but also India. The long

stretch, which measures around 4 kilometers, is the ideal place to laze

around or go for a drive. The beach is about 5 km long and curves in a wide

area providing a good view of Kannur on the north. Local laws allow

beachgoers to drive for a full 4 km directly on the sands of the beach. The

beach is clean and well maintained and is one of the best places to hang

around in Kannur. It is Kerala’s only drive in beach where one can drive

about 4 kilometer from Kannur to Tellichery. It is one of the beach that

welcomes to have an experience of swimming, sunbathing etc. The beach is

famous for a number of water activities and a naval academy,

Muzhupilangad beach. It is a suitable place for Ayurvedic therapies, Spa

treatments etc.

Kappad Beach

Located at a distance of 16 kilometer from the Kozhikode town, the

kappad beach is wrapped in a sheet of history. It is a land where the famous

portugese sailor, Vasco Da Gama set his feet in the year 1948 along with

170 men which marked the beginning of a new era and new relationship

earlier. Today, Kappad attracts a whole lot of visitors desirous of knowing

more about the Portuguese and the native Indians of that time. Travel to

Kappad Beach and get immerse in various beach activities. Marvel the

beauty of nature that engulfs this beautiful sandy beach. A mere sight of the

beach evokes the feelings of joy and content. Play beach volleyball or

football or just lie down on the powdered sands makes the Kappad beach an

distinct one.

Also, the unblemished beauty and serenity of the beach is something

that is intact despite increasing tourism. The number of tourists arrival

during 2003-04 was about 498,931 and 570,832 in 2007-08 and the

International tourists has an estimation of

Cherai Beach

Cherai Beach is one of the most beautiful beaches in Kerala. It is a

long golden sandy beach extending for 10 kilometers, famous by families for

its ideal wind conditions and good restaurants. Cherai Beach is located in

Vypin island, Kochi, India. Cherai Beach is just 25 km from Kochi, the

business capital of Kerala and 30 km from Cochin International Airport. The

place is a unique combination of sea and backwaters rimmed by lush green

coconut palms and paddy fields. It is an ideal location for swimming, surfing

etc. angling is one of the best leisure sports that test both the agility and the

patience of the sportsman. Fishing and angling tours on the magical cherai

waters can be the most fascinating experience .The crystal clear waters

around Cherai waters are ideal for swimming, snorkeling and surfing. Besides

these, there is an ample scope for bird and animal watching. Cherai is well

known for the mouth lingering fresh sea food and country wine Toddy.

Cherai also has some ancient historical monuments in its close proximity.

Fort Kochi Beach

“The Queen of Arabian Sea”, Kochi, beckons one and all to relish

and relive the glory of the bygone years. Fort Kochi beach is among the

finest beaches of world and popular beach holiday on the map of Kerala

beach tourism and renowned for Indo- European architecture and cultural

roots with Portugal, Judaism Culture. The Fort Kochi beach has secured a top

position in the itineraries of tourists and businessman alike Fort. . People

come to beach to play, exercises, meditations and many other things. The

main attraction on this beach site is the historic fort which helps you to get

familiar with its eventful colonial history and European regimes who ruled it.

Cochin Carnival on the New Year eve is a colorful festival not to be missed at

the beach site. The experience of the beach is worth cherishing the entire

life. The main attraction on the beach site is the historic fort which helps to

familiarize with the eventful colonial history and European regimes who ruled

it. The raw and unused stretch of beach is a loner's delight, where one could

swim, play cricket or volley ball and even manage to practice yoga. It is

offering some of the beach activities like water and beach sports activities.

Kappil Beach

Kappil beach is just 6 kms away from Bekal fort. Kappil Beach

is a beautiful, calm and secluded one which is an ideal spot for such nature

lovers and attracts a large number of tourists everywhere. The Kappil beach

is sun-drenched and it is an exact getaway to spend time after a hectic

toured Bekal Fort The sun drenched Kappil Beach is a perfect gateway after

a hectic tour of the nearby Bekal Fort, some 6 kilometer away. The beach

covers an area of about twenty-five acres land and it is the most exciting

location to relax and enjoy the pleasure The long stretch is wide and clean

enough for swimming and beach walking. The beach has the massive rock,

the Kodi Cliff, which act as a resting place for the visitors. It is an ideal

location for relaxation and rejuvenation which offers a high spirit of peace

and solitude from the place.

SWOT ANALYSIS

For the purpose of the study, a SWOT analysis was conducted by

concentrating mainly on three popular beach destinations of Kerala like

Kovalam, Varkala and Alleppey among the stakeholders and the results of

the analysis is given as:

Strengths Weaknesses

Natural environment Inadequate infrastructure

Scenic beauty Taxation policy of Government of

India

Smooth law and order Restrictive coastal regulation zone

Innovative brand and positioning Waste disposal system

Beach products and services Lack of trained staffs

Advanced society and full literacy

Opportunities Threats

Unused potentialities of beach

tourism

Pollution and ecological hazards

Employment opportunities Natural calamities

Cultural distortion

Recommendations for the Promotion of Beach Tourism in Kerala

Based on the SWOT analysis conducted above, some suggestive

measures can be taken into consideration for the purpose of promoting

beach tourism in Kerala which includes:

1. Provide special attention and care to tourists, both domestic and

foreign while they are visiting beaches by setting up of

Information Centers, Help me Desk, Trained staffs and guides,

medical care facilities etc in order to support the tourists and

tackle the issue and improves the beach tourism in Kerala.

2. Maintain smooth law and order and proper enforcement ensuring

the safety and security of those using various beach destinations

of Kerala.

3. Provide necessary basic facilities like hotels, shops, toilets,

transport facilities, car parking facilities to the tourists in various

beach destinations.

4. The lack of trained staff and guides in some of the popular beach

destinations such as Varkala Beach, Alleppey Beach, Cherai

Beach makes the domestic as well as foreign tourists visits a

difficult one. So it is the responsibility of Tourism Promotion

Council to provide the experienced, well trained guides to

different beach destinations to tackle the situation.

5. The availability of affordable hotels, restaurants, spa centers,

parlours to the foreign tourists as well as domestic tourists is an

inevitable one which makes beach destinations a popular one. So

inorder to cope up with the demand the Government should take

initiatives to provide these facilities both on peak season as well

as off seasons

6. Maintain cleanliness in beaches such as placement of waste

dumping baskets in various places helps to minimize the

wastages here and there

7. Promote quality service such as medical facilities, personal care

facilities, transport facilities, accommodation facilities to the

tourists visiting different beach destinations.

8. Development of infrastructural facilities such as toilets, kiosks,

fireplaces, benches, waiting sheds etc for the tourists visiting

beaches.

9. It is very important to get the feedback from the tourists visiting

different beach destinations in order to know what the

experiences that they got from the destinations are. For that a

mechanism should be developed, reported and maintained about

the feedback so as to improve the beach tourism in Kerala.

Conclusion

In the forth coming years, beach tourism will develop in an exorbitant

stage which makes Kerala an identifiable and attractive destination among

the world. Kerala is blessed with so many potentials to a great extent and

the only way that we to promote beach tourism are to protect, promote and

preserve the beaches of Kerala so that Kerala, God’s Own Country will be a

place of beach tourism.

References

1. Anurag Fadia , International trends in nature based Tourism, cyber tech Publications, First edition, New Delhi, 2009.

2. Romila Chawla , Tourism research planning and Development, Sonali Publications , New Delhi, 2003.

3. Supra Mukhopadhyay , Tourism Economics, Ane Publications, Kolkata, 2003

4. Singh .L.K, Ecology Environment and Tourism, Isha Publications, New Delhi, 2008

5. Research and Development Division SAJOSPS, Indian Tourism: Kerala shows the way, SAJOSPS, Vol No: 7, July – December, 2006, pp,89-97.

Websites

www.keralatourism.org

www.hinduonnet.com

www.keralatourismdomain.com