The ‘Destination Challenge’ project conceived by Kerala Tourism, with the aim of developing at least a tourism destination in a local body and reducing pressure on existing destinations, has received a lukewarm response.
Since in-principal approval was given to the project in 2021 and subsequent formal launch in June 2022, the project has received just 33 proposals, falling short of its target.
As per the project guidelines, the Department of Tourism will bear 60% of the total project cost with a ceiling of ₹50 lakh while the remaining cost should be borne by the respective local body either from its own fund or through sponsorship. The local bodies should identify the destination and develop the first phase using their own share of the funds once the masterplan is approved. The Tourism department’s share will be given in the second phase. Sources say this condition has led to the lukewarm response.
