TOURISM IN DIGITAL INDIA, GOVERNMENT INITIATIVES AND THE NEED FOR AI-DRIVEN TRANSFORMATION: A STUDY OF KERALA, THE EMERGING KNOWLEDGE ECONOMY IN INDIA

Abstract

Tourism is a major contributor to the economic growth of India, including Kerala State – the southern-most State in India which is often projected as ‘God’s own Country’ to highlight its exceptional natural beauty that could attract visitors across the world. Millions of visitors annually visit this emerging economy in South Asia because of its rich cultural heritage, scenic landscapes, and diverse ecosystems. Like many other developing nations, India too has been promoting tourism for its faster economic growth for the last few decades. As part of its thrust on ICT adoption India has embarked on a ‘Digital India’ policy that encourages ICT adoption in every sector of the economy and at all levels. Likewise, Kerala State, the southernmost State in the India has been using its brand ‘God’s own Country’ globally to attract tourists. Moreover, just like the ‘Digital India’ drive at the national level, as a policy Kerala has accorded topmost priority for ICT integration and e-governance at the State level as it strives to transform this State into a ‘knowledge economy’ in the whole world. Globally, as the tourism sector evolves, technologies like ICT, particularly Artificial Intelligence (AI) and Robotics, offer unprecedented opportunities to enhance tourist experiences, improve operational efficiency, and drive sustainability. In the above context, this paper explores the opportunities for growth of Indian tourism with a focus on Kerala tourism, with special reference to AI, robotics, and sustainable practices. The study investigates the integration of advanced technologies, government initiatives, and local tourism policies, while providing actionable recommendations for enhancing Kerala’s position as a global tourism hub.