Leading tourism and hospitality associations in Kerala have joined forces to propose a comprehensive revival plan for the iconic Kovalam beach, aiming to restore its status as a premium leisure destination. The move comes amid concerns over a significant decline in foreign tourist footfall and the fading appeal of the once-vibrant coastal hotspot.
Task Force Outlines Urgent Revival Strategy
A collective task force formed by the South Kerala Hoteliers Forum (SKHF), Kerala Hotels & Restaurants Association, Kerala Travel Mart (KTM) Society, and the Association of Travel & Tour Operators of India has identified critical areas needing immediate attention. Their draft recommendations call for urgent policy interventions, infrastructure upgrades, and a complete re-branding of the destination.
The industry representatives voiced a shared concern that Kovalam has been "losing its sheen" in recent times. Despite still being listed among the top tourist spots in Kerala, the actual visitor numbers are not promising. In 2024, Kovalam secured the second position in the state's top 10 destinations with 79,043 foreign visitors, yet stakeholders believe this figure is far below its potential.
Core Issues: Cleanliness, Infrastructure, and Beachfront Management
The task force pinpointed several core issues plaguing the destination. These include problems with cleanliness and environment, crumbling infrastructure, inadequate public utilities, and the need for beachfront and landmark protection. Specific grievances highlighted were insufficient parking, poorly maintained access roads, a lack of clean public toilets on the beach, poor sewage management, and irregular garbage clearance from streets.
To address these, the associations have proposed that the state government declare Kovalam as a major tourism zone, akin to the special status given to Technopark as an economic zone. They also advocate for making the entire destination plastic-free. Infrastructure suggestions include converting certain internal roads to one-way routes to ease traffic, widening and re-engineering pathways, improving public lighting, and shifting electric cables underground.
Boosting Footfall: Nightlife, Surfing, and Beach Festivals
Beyond basic upgrades, the plan focuses aggressively on enhancing visitor experience and activities. A key proposal is to develop a vibrant nightlife scene comparable to Varkala and Goa to keep tourists engaged after sunset. The task force also sees great potential in promoting surfing, suggesting that hosting a dedicated surfing festival could attract more international visitors.
Furthermore, the draft recommends launching a month-long 'Kovalam Beach Fest' and creating dedicated entertainment zones with amenities like pool beds. The overarching goal is aggressive promotion and destination re-branding to change the current perception.
Prasad Manjali, SKHF Secretary General and KTM Society managing committee member, stated, "We are planning to create a master plan to improve and recover Kovalam to its old glory. There is also a plan to train or create awareness among the taxi and auto unions." He noted that while star hotels are managing business, smaller hotels with 10-20 rooms are severely impacted, even though they constitute the largest share of total rooms in the area.
The ideas formulated by this united industry task force are slated to be presented to the Kerala government soon, marking a crucial step in the concerted effort to reclaim Kovalam's position on the global tourism map.
