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On promoting God's Own Country in Italy

Marco Pianigiani

Ayurveda, along with Kerala, is becoming popular in Italy and proper promotion and marketing of the destination and its tourism products can attract a large number of tourists to God's Own Country, says one of Italy's leading tour operators Marco Pianigiani.

Kerala and its unique tourism products were unknown in Italy a decade ago. Only the Golden Triangle and places such as Puducherry, Kolkata and Chennai were familiar. The State is now becoming popular, but distressingly it is not getting promoted despite being described by the National Geographic Traveller as "One of the 10 paradises of the World."

"Kerala is blooming within India. The June-August monsoon period is the peak season in Europe when everyone will be flying to tourist destinations. Kerala should market the monsoon season in Italy and take steps to operate direct flights."

Mr. Pianigiani, who came from Italy to attend the Kerala Travel Mart, which concluded in Kochi recently, says he is ready to extend help to promote the destination and its tourism products. He says he had suggested to the tourism authorities six years ago to give a section of his office in Italy to promote the State and to set up a publicity office. But there was no response from the State. His offer still stands, he says.

The Italian tour operator who runs `Extempore' says it will take a few years for Kerala to receive tourists in large numbers from Italy. "Apart from Ayurveda, the other unique tourism products - heritage, backwaters, forests, dance and art forms - are good attractions. The cuisine of the State needs to be promoted in Italy. Promoting and marketing the destination can fetch 50,000 tourists from Italy in the next five years," he adds.

Hailing from Florence in North Italy, Mr. Pianigiani, a close associate of ayurveda physician Franklin, of Chowara, concentrates on wellness.

The Indian touch to Ayurveda is unique and the treatment one gets in Kerala is cheap and superior, he says. "It is one of the main reasons why many are coming for rejuvenation therapy here. As there is lot of demand for this system of medicine, Ayurveda is getting commercialised in Kerala too," he says.

S. ANIL RADHAKRISHNAN

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