KOCHI: Identifying Tourism as an 'opportunity area' for God's Own Country, Ayurveda and the serene backwaters were picked up to build and promote brand Kerala, thus creating a 'stand alone' destination, T Balakrishnan, Additional Chief Secretary Industries and Commerce today said.

Kerala is today's India's most significant tourism success story. But 25 years ago, the state was an unknown destination having less than handful quality hotels, resorts and restaurants, Balakrishnan said in his inaugural address at the 'Brand Conclave 2010' organised by the Confederation of Indian Industry (CII).

However, a 'great potential' in tourism was seen and it was decided to take a totally different approach to develop and market the same. A decision was taken to fall back on the private sector and be a facilitator, he said. 

'We did not want to depend on the central government and wanted to have our own promotion and marketing'. 

'Hot, dusty, crowded, and dirty these were the image of India. We wanted a completely different image for Kerala -- 'Green and Cool' and it was decided to promote backwaters and Ayurveda thus creating a 'stand alone' destination', Balakrishnan said. 

Every other state and the centre was promoting tourism on standard menu -- monuments. Surveys conducted showned no one comes to India to see the Taj Mahal alone, but those who come to the country, do see the Taj. 

Kerala wanted to be different and started promoting backwaters, discovered Ayurveda and built it on further. 

The state government decided to take up the marketing part while the setting up the infrastructure like hotels and other facilties was left to the private sector. 

During the nineties there were debates on what kind of tourists kerala should cater to. While the politicians and economists said the state should cater to 'Mass Tourism', few stood firm and said 'Class Tourism' was needed. A conscious decision was taken that the state would go for quality and not for mass tourism, he said.