Recording the highest growth rate in total tourist arrivals in 24 years, Kerala attracted around 1.96 crore visitors (including Domestic and Foreigners) in 2019, registering a healthy growth of 17.2 per cent as compared to the figures in the previous year. The total earnings from tourism stood at Rs 45,010.69 crore, notching a robust 24.14 per cent increase. The total number of tourists from abroad was pegged at 11,89,771. In 2018, the number of tourists visiting Kerala was 1,67,01,068 (domestic tourists 1,56,04,661 and foreign tourists 10,96,407). The growth rate in the inflow for the foreign tourist arrivals was 8.52 per cent. Rani George, Secretary, Tourism, said the huge growth in tourist arrivals in the face of most adverse circumstances was achieved by an aggressive, multi-pronged strategy to woo back the visitors.“We allayed the apprehensions of visitors by holding roadshows in our traditional and emerging markets. An important component of the roadshows was a three-minute video film, ‘Human by Nature’, our latest brand campaign that showed the state in a new light by creating symmetry between its people and natural beauty. The upsurge in tourist arrivals is a testament to the resilience and vibrancy of tourism sector of the state,” she added. “We were able to overcome the horrendous consequences of unprecedented floods in double-quick time. The damaged infrastructure was repaired swiftly, and we were able to send out a strong message to tourists across the globe that Kerala is ready to embrace them with its famed hospitality and charm,” said P Bala Kiran, Director, Tourism.