Seeking to make Kerala a Soft Power hub, the state government will soon come out with upfront initiatives to promote it as a preferred venue for global conferences, Tourism and Public Works Minister, PA Mohamed Riyas announced recently.
“The beautiful locales including hill stations, beach and backwater destinations in various parts of the state make it the most ideal location for international meets. The soft power at our disposal, which is tourism, is the most potent component and it has to be harnessed in a sustainable manner,” he said.
Riyas was speaking after inaugurating the two-day annual conference of the Soft PowerClub, a global organisation headed by Francesco Rutelli, the former Deputy Prime Minister of Italy, at Technopark. In the context of hosting the event by Kerala Tourism, Riyas said Kerala has immense opportunities in this segment considering the picturesque landscape, eclectic history and rich cultural heritage of the state.
According to him, over the centuries Kerala has leveraged soft power in its evolutions inclusive society and social and communal harmony of state reinforces its position as soft power hub. Commenting that sustainability and inclusiveness are the fundamentals of Kerala Tourism, he said the Responsible Tourism initiatives of the state have earned several global accolades.
G20 Sherpa Amitabh Kant, who made a presentation on India, said the country blends both its soft and hard powers to project itself and to ensure that the nation retains its very unique civilisational approach.
In his keynote address, Suman Billa, Principal Secretary, Industries &NORKA, said the softpower, which is universally endearing, has cultural and relationship aspects. Tourism Secretary Biju K, in his address, said tourism plays a vital part in state’s soft power elements and public diplomacy alongside destination branding.
The proposal to consider a low-interest loan scheme in collaboration with Kerala Financial Corporation to scale up tourism infrastructure, anticipating an investment of INR 5000 crores will expedite growth. The budget has also made allocations for improving standard of tourism facilities, marketing, culture and environment tourism, Responsible Tourism, subsidies and incentives, among others.
“Kerala’s promotion of eco-friendly tourism and its initiatives committed to environmental sustainability enhance its soft power. State’s progressive social development and humanitarian initiatives have garnered global acclaim and contributed to its soft power of social development,” Biju added.Introducing the Soft Power Club, Rutelli stressed the need for promoting the value of international cooperation on strategic issues in difficult times. He said building resilient stories of soft power involves inculcating resilient values, driving it through policy, recognising the role of social media as a soft power tool andbringingthesubject into public discourse.
Highlighting that soft power is a tool for reputation, international competitiveness and economic growth formations, Rutelli further informed that the Soft Power Club meet will discuss the persisting and potential role of trade in the changing international landscape. “India’s soft power is on a global level and fascinating as well. Kerala as a venue for this event would be a splendid opportunity to understand, promote and showcase the country’s positive assets,” he observed.
Additionally, around thirty members of the Soft Power Club, including high-level officials, heads of international organisations, analysts, and experts in the fields of business, science, art, digital technologies and climate, attended the two day conference.
