The word culture means a number of things. It ranges from the culture a toddler learns at home to the culture of an era. Many civilizations have risen and gone down the sand of times. Only a couple of have managed to face the test of time and get elevated to the status of greatness. Tourism is a world phenomenon. This has change into an industry only in recent times because of man’s never ending thirst for travel. Be it for business or pleasure, travel and tourism are here to remain and has achieved the status of the biggest job provider.

Kerala is a novel destination which has gained international repute because of it wealthy diversity in places of natural beauty. The depth of Kerala’s cultural heritage has significantly strengthened tourism within the state. The theme for this yr’s Tourism Day which is widely known every yr on September twenty seventh is ‘Tourism linking Cultures’. This theme is especially true within the Kerala scenario.

There is little question that the super brand Kerala -‘God’s own country’ has received recognition far and wide as a much wanted’ must see place in a life time’. Cultural tourism will further add to those achievements by linking people across the globe. With the term global village becoming a reality, cultural exchanges have resulted in sharing of ideas, feeling and creating camaraderie amongst nations. In this sense the concept of linking cultures through tourism is of immense importance

It might be seen that Kashmir is slowly recovering from the menace of terrorism through its tourism based campaign. Even individuals who were terrorists have thrown away their association with terrorism and have shifted to tourism to earn a livelihood. The proven fact that Rajasthan has joined hands with Kerala in promoting tourism through a win-win situation is shining example. This is clear within the catch word which Rajasthan is using to advertise tourism – “Kerala is God’s own country but God holidays in Rajasthan”. Thus in each the national and international scenario, Kerala stands to learn through tourism, using cultural interactions.

In this era of technology based exchanges, understanding other cultures is of immense importance. This will assist in spreading the message of brotherhood and concern for our fellow beings. Tourism being international in nature is an excellent medium to grasp other cultures. It is known that cultural tourism is one in every of the biggest global tourism markets. This can also be the one in every of the fastest growing branch in global tourism scenario. Even on this era of technology, culture and other creative forms are finding global acceptance. They are getting used in a big scale to advertise destinations by increasing their attraction and competitive value. Even though there may be a line of though which alleges that tourism is destroying culture, it goes without saying that many art forms in Kerala like Kathakali and even ritual art forms corresponding to theyaam have been given a shot within the arm through tourism affiliations.

It might be seen that many locations are developing their tangible and intangible cultural assets. This is getting used to develop a marketing edge in face of cut throat competition. It also lends an area flavour to tourism products in these times when globalization is threatening to engulf all the things. We can hope that this yr’s world tourism day message will give the correct impetus in breaking down barriers amongst nations and cultures and foster tolerance, respect and mutual understanding. In these troubled times and times when the world peace is at stake and infrequently on the verge of war and divide, these values represent the stepping stones towards a more peaceful future. The yr 2010 saw 940 million tourists crossing international borders. There has never been a lot flow of tourist in recent times when so many individuals been to so many places, nor been so exposed to other cultures. It goes without saying that this has to proceed. This interaction between individuals, communities, and their diverse cultures, results in tolerance, respect and mutual understanding – the constructing blocks for a more peaceful world.

Kerala will stand to realize lots by following this message of peace, through cultural linkages. Kerala tourism has gone from strength to strength and can march forward by imbibing this message of brotherhood and mutual co-operation. A 3rd world war hangs like a sword of Damocles above our heads. The time is ripe to board the tourism bandwagon and exorcise this threat.


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