Kerala, situated on the lush and tropical Malabar Coast, is one of the most popular tourist destinations in India. Named as one of the "ten paradises of the world" and "50 places of a lifetime" by the National Geographic Traveler magazine, Kerala is especially known for its ecotourism initiatives. Its unique culture and traditions, coupled with its varied demographics, has made Kerala one of the most popular tourist destinations in the world. Growing at a rate of 13.31%, the state's tourism industry is a major contributor to the state's economy
Until the early 1980s, Kerala was a relatively unknown destination; most tourist circuits focused on North India. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation, the government agency that oversees tourism prospects of the state, laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala's tourism industry was able to transform the state into one of the niche holiday destinations in India.
The tagline Kerala- God's Own Country, originally coined by Vipin Gopal, has been widely used in Kerala's tourism promotions and soon became synonymous with the state. In 2006, Kerala attracted 8.5 million tourist arrivals, an increase of 23.68% over the previous year, making the state one of the fastest-growing destinations in the world.Popular attractions in the state include the beaches at Kovalam, Cherai and Varkala; the hill stations of Munnar, Nelliampathi, Ponmudi and Wayanad; and national parks and wildlife sanctuaries at Periyar and Eravikulam National Park. The "backwaters" region, which comprises an extensive network of interlocking rivers, lakes, and canals that centre on Alleppey, Kollam, Kumarakom, and Punnamada (where the annual Nehru Trophy Boat Race is held in August), also see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace and the Mattancherry Palace, are also visited. Cities such as Kochi and Thiruvananthapuram are popular centres for their shopping and traditional theatrical performances. During early summer, the Thrissur Pooram is conducted, attracting foreign tourists who are largely drawn by the festival's elephants and celebrants.