Can insurance help boost tourism?
Know how Kerala did it!
Following the 9/11 attacks and the Bali bombings, tourism in the rest of India fell by 9.2%. Kerala tourism increased by an impressive 11.32%.
But how exactly?
The Kerala Tourism Development Corporation (KTDC) came to the rescue. They discovered that tourists had developed a "post-September 11 travel phobia." They also discovered that India was not regarded as a safe place. So, they decided to implement a series of steps to make people feel at home even when they weren't.
Tourism and coastal police were stationed in popular tourist areas and on beaches. To alleviate further safety concerns, they introduced one final concept: insured vacations.
Tourists who chose from KTDC's exclusive packages or stayed at any of KTDC's 7 premium properties for a minimum of three nights were automatically insured for two lakh rupees. The plan covered baggage and passport loss, medical expenses for accidents, personal liability, heart-related issues, and so on.
With this simple measure, tourists felt much more secure about visiting Kerala than other destinations.
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