The initiative envisages branding Malabar as an exclusive tourism destination with the slogan ‘Wake up to Malabar.’ However it will be a sub brand promoted under the ‘God’s own country’ package.As part of the programme, the Minister also inaugurated a website www.mobile.keralatourism.org.

Kozhikode Mayor M. Bhaskaran released a virtual-reality DVD and three other DVDs. The festivals of Malabar, Mohiniyattom and Koodiyattom presented by Neena Prasad and Sivan Namboodiri respectively and Culture and tradition of north Kerala are the three DVDs.

Special schemes
Mr. Balakrishnan said the State Government was committed to promoting tourism in Malabar with the active support of the private sector. Special packages like a subsidy of 15 per cent would be offered to tourism promoters in the northern parts of the State.

The Government was also devising new strategies to bring tourists from various parts of the globe to the region. It would organise fairs and farm tours in Malabar as part of the initiative. A project has been envisaged for the development of the Kozhikode beach using the tsunami funds. Permission from the Centre was being sought to develop a heritage site at Kuttichira. The Government had already drawn up an eco-tourism project at Thusharagiri, he said.

Major proposals
He said in another three years, the Bekkal fort would become an international tourist centre. Major schemes were carried out at Bekkal. Similarly steps were being taken to develop the drive-in beach at Muzhappilangadi.

In spite of Wayanad showing a 200 per cent increase in tourist arrivals, the fact remained that no major development proposals had been mooted so far. International tourists were interested only in Kochi , Kovalam and Kumarakam, he pointed out.

Tourism Secretary V. Venu said the atmosphere was conducive for tourism growth in north Kerala. Malabar had earlier lagged behind in tourism development on account of lack of infrastructure facilities, standard hotels and problems of air connectivity.

Promotion ads
The Malabar initiative includes introducing destinations of Malabar through a series of promotional advertisements through the media, conducting tour programmes in northern parts of the State and discouraging exclusive Southern packages, Dr. Venu said.

A. Pradeepkumar, MLA, Mayor M. Bhaskaran, N.K. Mohammed of Malabar Tourism Organisation and Jose Kynadi of Wayanad Tourism Organisation were present at the function.