The relationship
between the two had always been ignored till an awakening in the
recent past. Obviously, travel forms an integral part of both and
the bond between the two has been rightly identified by none other
than the two supremos in their respective fields- International
Olympic Committee & World Tourism Council. They have together
decided to highlight this relationship by declaring a joint slogan
for 2004- ‘Tourism & Sport’.
This initiative in the highest level is now being promoted by
Sportzindia in Kerala – God’s Own Country now enjoying
the Super brand image in the Tourism Industry apart from its known
passion for sports at large.
Marketing Kerala as a destination is now done at all levels,
thanks to some imaginative initiatives of both the government
& the private sector. The tranquility & serenity of Kerala
has been its trump card especially among the 40+ age groups. But
what has been a stumbling block to the younger generation is the
activity level for tourism in Kerala. Newer concepts like trekking,
wildlife, adventure, etc do not attract the majority but day to
day sporting events like Soccer, Volleyball, Basketball &
Cricket are sure to attract the youth. It is this untapped target
group that Sportzindia would like to cash in – travel while
you play is our slogan in this field.
More sports tourism concepts including Spectator Tours (Inbound
& Outbound), Event based Tours etc are all potential diversification
which could happen in the future. The Wimbledon, World Cup Football,
NBA Play-off are all potential outboard tour prospects while Boat
Race in Kerala, one day Cricket Matches in India/ Sri Lanka area
ll Kerala’s bait to attract incoming tours.
