Kerala tourism: Will alcohol ban hurt?

THIRUVANANTHAPURAM, India – The freedom to enjoy a wide variety of their favorite foods and drinks has been the USP of Kerala for foreign tourists. So will the proposed alcohol ban make Kerala less attractive for these foreign tourists? KPCC chief V M Sudheeran recently made a statement regarding the issue, saying that foreign tourists don’t come TO Kerala to drink. It was met with opposition from many quarters, with those from the hospitality industry in the forefront. On World Tourism Day today, KT takes stock of the situation.

What brings foreign tourists to Kerala?

Kerala has always been a must-visit destination for foreign tourists who visit India, what with the state offering everything in a package — backwater cruises, Ayurveda and a moderate climate to boot. Fort Kochi and Kovalam cater entirely to foreign tourists where they get everything they need — a touch of Kerala in a western ambience, in the comforts of luxurious hotels and cafes. It is no wonder that though the foreign tourists contribute only less than 10% of the total number of tourists visiting Kerala, their stays are longer, and the revenue they generate is more than 25%, which comes to a whopping `5000 crore a year in foreign exchange!

Is alcohol a necessity then?

While it is common knowledge that hard liquor is a staple for most tourists from other states of India, the situation is apparently different with foreigners. Most foreign tourists are from countries with cooler climates and prefer chilled beverages, say those in the hospitality industry. “Their preferred drink is beer, not hard liquor. Around 11.30-12 in the morning, when the heat goes up, they have a beer or two, which is like a routine for them. And with dinner, most tourists prefer wine as an accompaniment. All this applies to both genders,” says Edgar Pinto, a hotelier based in Fort Kochi, the tourist hub.

Beer and wine are the hot favorites

Although the tourists can do without hard liquor, beer and wine are a must for them, says Hamsoo, a tourist guide in the area. “At Fort Kochi, we have a prominent bar and a beer and wine parlour each. The tourists frequent the beer and wine parlour more than the bar. The bar has closed down now but there have not been any complaints so far. But beer is a must for them, and so is wine. They don’t even consider it as alcohol,” he says.

Are there enough beer and wine parlours to cater to the tourists?

Currently, Kerala has 111 beer and wine parlours, mostly located in the major tourism centres like Fort Kochi and Kovalam. According to hoteliers, these are severely inadequate to meet the needs of the tourists. “Hotels with three stars and above are eligible for beer and wine parlours. We want the bars to be converted to beer and wine parlours at least. But you need the consent of the local governing body for that and they are not issuing any fresh licenses,” says Jose Pradeep, hotelier and Ernakulam district president of Kerala Bar Hotels Association.

Tourists should be offered choices

Regardless of their personal preferences, a tourist should be offered a choice of drinks, which is what hospitality is all about, argue hoteliers. “A tourist at my hotel might order only beer but what if he or she feels like having a gin and tonic? Already we have a hard time explaining dry days to them. The reason why they come to our state instead of a Gulf country is the freedom they enjoy here. They don’t even use Saudi airways for the same reason. Prohibition is not part of a civilised state. A ban will kill tourism for sure” says Edgar.

Who are we likely to lose out to?

As of now, the neighbouring Sri Lanka has less than one third of the annual revenue of Kerala tourism. Taking a cue from Kerala and Goa, Sri Lanka has been reportedly adding pubs and bars to lure foreign tourists, making it a strong competitor.

Travel agents confirm the fear, saying that the tourism department’s move to make Kerala a destination wedding centre is absurd. “For an event like a wedding or any other special occasion, everyone needs hard drinks, even foreign tourists,” says an agent who doesn’t wish to be named. “Already Sri Lanka and Maldives are giving stiff competition for us when it comes to destination weddings, what with their easy visa rules. The liquor ban will put us at a disadvantage,” he says.

The same goes for Christmas and New Year, when everyone wants something more than beer and wine, he adds.