and became a global super brand. Kerala is regarded as one of
the destinations with the highest brand recall. The state’s tourism
agenda promotes ecologically sustained tourism, which focuses
on the local culture, wilderness adventures, volunteering and
personal growth of the local population. Efforts are taken to
minimise the adverse effects of traditional tourism on the natural
environment, and enhance the cultural integrity of local people.
084 m e d i c a l t o u r i s m
ANCHOR
INDIA
Enchanting Backwaters: The backwaters in Kerala are a
labyrinthine chain of brackish lagoons and lakes lying parallel to
the Arabian Sea coast. The backwater network includes five large
lakes linked by 1500 km of canals, both manmade and natural,
fed by 38 rivers, and extending virtually the entire length of Kerala
state. The backwaters were formed by the action of waves and
shore currents creating low barrier islands across the mouths of