HISTORICAL CONTEXT

Today, resorts such as this dot the length and breadth of Kerala.
Since its incorporation as a state, Kerala's economy largely operated under welfare-based democratic socialist principles. This mode of development, though resulted in a high Human Development Index and standard of living among the people, lead to an economic stagnation in the 1980s (growth rate of 2.3% annually[5] ) This apparent paradox — high human development and low economic development — lead to a large number of educated unemployed seeking jobs overseas, especially in the Gulf countries. Due to the large number of expatriates, many travel operators and agencies set shop in the state to felicitate their travel needs. However, the trends soon reciprocated with the travel agencies noticing the undermined potential of the state as a tourist destination.
By 1986, tourism had gained an industry status. Kerala Tourism subsequently adopted the tagline God's Own Country in its advertisement campaigns. Aggressive promotion in print and electronic media were able to invite a sizable investment in the hospitality industry. By the early 2000s, tourism had grown into a fully fledged, multi-billion dollar industry in the state. The state was able to carve a niche place for itself in the world tourism industry, thus becoming one of the places with the 'highest brand recall'.[6] In 2003, Kerala, a hitherto unknown tourism destination, became the fastest growing tourism destination in the world.[7]
Today, growing at a rate of 13.31%, Kerala is one of the most visited tourism destinations in India