Liquor curbs cost Kerala its loyal Gujarat tourists

THIRUVANANTHAPURAM: Even official studies have confirmed that the liquor ban has decimated MICE tourism in the State. As for its impact on routine domestic tourism, the jury is still out. But one thing is clear: Kovalam has lost the trust of the country’s biggest travellers, the Gujaratis. Industry observers blame the liquor ban for the sudden fall in Gujarati travelers who come in big family groups and stay for an average of seven days in Kovalam

“From my 15 years experience I have found Gujaratis to be fun-loving people. Ever since prohibition has been in force in their state, rich Gujaratis find travel to peaceful destinations like Kovalam the best way to relax with a drink,” said John Xavier, a senior consultant to top tourism properties. “I am sure they will not take kindly to the liquor ban,” he said. Gujaratis are the country’s biggest travelers. Gujarat is the state from which Kerala gets the fifth largest chunk of domestic tourists, 1.3 lakh tourists in 2014.

“It might not be as high a number as say, from Tamil Nadu or Maharashtra, but in terms of spending capacity the Gujaratis will have to be rated up high. They are huge spenders, especially because they come with family with lots of children,” tourism consultant Mr Xavier said.

Though tourism statistics for 2015-16 is yet to be collected, even planners have felt the impact. “This season it was unusual to see the absence of Gujarati families in our KTDC properties,” a top KTDC official said. “Perhaps they might have preferred other private properties but why the sudden shift in loyalty,” he wonders.