Kerala has emerged as the most acclaimed tourist destination of the country in the recent past. World Travel and Tourism Council has selected Kerala as a Partner State.
National Geographic Traveller after two years of research has chosen Kerala, as one of the 50 must see destinations of a lifetime. Kerala has been stated as one of the 10 paradises of the world. Until the early 1980s, Kerala was a hitherto unknown destination, with most tourism circuits concentrated around the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism — the government agency that oversees tourism prospects of the state — laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche holiday destinations in India. The tag line Kerala- God's Own Country was adopted in its tourism promotions and became synonymous with the state.