You recently inaugurated the Incredible India Second International Conference on Responsible Tourism in Cochin and adopted the Kerala Declaration on Responsible Tourism.  How do you define responsible tourism and why is it relevant to India on the whole and Kerala specifically?

Responsible tourism is characterised by travel and tourism which minimises negative environmental, social and cultural impacts. It is an industry which generates greater economic benefits for local people and enhances the well-being of host communities.

This is important for India as it is maturing as a destination and adoption of responsible tourism principles by the tourism industry will enable a positive perception of the Indian experience.

With international tourism arrivals increasing each year and predictions that the numbers will boom in the next decade – the challenge is not just about how we create better places for people to visit but also how do we ensure that tourism does not have a negative impact on the local communities.

Responsible tourism in Kerala is particularly important as tourism is the most dynamic industry in the state. So naturally the local community needs to be empowered to make decisions, including whether tourism needs to be developed in their areas, the scale of development and the regulations that should govern such development. We also need to ensure that the economic benefits from tourism are available to all.

Kerala’s natural and cultural assets are a major drawcard for international visitors. Protection and conservation of these assets is essential for the survival and sustainable growth of the tourism industry over the longer term.

The challenge for Kerala is to encourage the development and management of tourism products and services that will provide economic and social benefits to local communities while protecting and enhancing our natural and cultural attributes.

The Incredible India campaign has been an effective tool in promoting travel and tourism throughout India.  Separately, Kerala has launched very effective campaigns to lure tourists to the state while other states' tourism efforts and, thus, revenues have been slow to take off.  How much competition is there among India's states for a share of the tourism trade and to what degree is there -- or should there be -- cooperation between states to lure tourists?

The Incredible India campaign launched in 2002 was a major initiative by the Government of India to promote India globally. Most of the country’s key destinations are represented in this campaign.

Kerala Tourism leverages Incredible India’s brand activity in key international markets. But India is a diverse country with many offerings for the traveler. Each state is unique and different. And there is no other state like Kerala in India. So naturally we felt it would be a good idea to position ourselves differently and undertake independent brand campaigns that have worked well for us.

What specific initiatives or programs do you think have been most effective in persuading tourists to visit Kerala?  What could other Indian states learn from Kerala's efforts?

Kerala Tourism – the department I head, focuses its efforts on tourism markets offering the best opportunities for Kerala’s tourism industry. Kerala Tourism works closely with India Tourism, major airlines, key international travel industry partners and Kerala’s tourism industry players to promote Kerala internationally to potential visitors and the travel trade. A mix of trade and consumer marketing strategies and techniques are used to increase awareness and build visitation to Kerala.

We recognize that we have to keep our finger on the pulse and note global  trends and what customers are demanding. We have active presence for example in Germany, the UK and Italy and closely monitor other emerging markets and trends.

The message I would offer is that one cannot rest on one's laurels and expect visitor numbers to grow routinely. Tourism is a competitive industry and destinations have to communicate effectively and have a presence in key markets on a sustained basis.

As the Home and Tourism Minister of Kerala, you are well versed in the state's tourism attractions.  Leaving out the famous "backwaters," what less well known places in your state would you recommend that tourists visit?