Late November 2003 saw the arrival of the first chartered flight of tourists from Gatwick in the UK, many of whom were more than pleasantly surprised at the effusive and elaborate welcome that greeted them on arrival at God's Own Country. Happily ensconced in the balmy ambience of Kovalam, these British sunworshipers felt they had got more than they had bargained for when they signed up for the holiday to Kerala. However, a similar happiness was nowhere in sight amongst the various traders and shopkeepers in Kovalam.
According to one report, of the 230 tourists who arrived by the chartered flight, hardly 50 came down to soak in the sun's rays on the Light House and Eve's beaches. As hawkers and beggars outnumber tourists on Kovalam's beaches, most of the restaurants, call centres, Internet kiosks and handicraft shops wear forlorn looks.
As hoteliers and merchants await the arrival of the second chartered flight to boost sagging sales in the once-famed international beach resort, the State Government has unfurled plans to build walkways, public toilets and other amenities for tourists who arrive at Kovalam. But whether they are on the right track is a very moot question, for the sorry fact is that once a beach resort becomes a charter destination, it is on its way to eternal doom. This is what has been happening to Kovalam for the past few years.
The World Tourism Organization identifies the major new trend in tourism as a greater diversification of tourist development in established tourist destinations. Traditional sun-sea-sand destinations are actively developing and promoting other aspects of their countries attractions. Consider Spain (winter sports, cultural heritage), Mexico (natural and historical resources), and Fiji (flora and fauna, volcanic formations, people, traditions, culture and history), to name just three examples of diversifying countries.
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