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The word culture holds immense significance, encompassing a wide range of meanings. From the culture instilled in a child’s upbringing to the cultural essence of an entire era, it has shaped civilizations throughout history. Only a select few have managed to withstand the test of time, elevating themselves to greatness. The phenomenon of tourism, a product of humanity’s insatiable thirst for exploration, has evolved into a global industry in recent times. Whether for business or pleasure, travel and tourism have firmly established themselves as the largest providers of employment.

Kerala stands as a truly one-of-a-kind destination, internationally renowned for its diverse natural beauty. The state’s rich cultural heritage has played a significant role in bolstering its tourism industry. The theme for this year’s Tourism Day, celebrated annually on September 27th, is ‘Tourism linking Cultures.’ This theme is particularly relevant in the context of Kerala.

There is no doubt that Kerala, proudly known as the super brand ‘God’s own country,’ has achieved widespread recognition as a must-see destination in one’s lifetime. Cultural tourism will further contribute to these accolades by connecting people from across the globe. As the concept of a global village becomes a tangible reality, cultural exchanges have fostered the sharing of ideas and emotions, nurturing camaraderie among nations. Thus, the significance of linking cultures through tourism cannot be overstated.

Kashmir is steadily recovering from the grip of terrorism through its tourism-focused initiatives. Even former terrorists have shed their association with violence, embracing tourism as a means of livelihood. The alliance between Rajasthan and Kerala in promoting tourism is a shining example of a win-win situation. Rajasthan, using the catchphrases “Kerala is God’s own country but God holidays in Rajasthan,” further demonstrates how cultural interactions can benefit both national and international settings.

In this era of technology-driven exchanges, understanding diverse cultures takes on paramount importance. It serves as a means of spreading the messages of unity and compassion. As an inherently international venture, tourism serves as an ideal platform for cultural understanding. Cultural tourism is widely recognized as one of the largest sectors in global tourism, experiencing rapid growth. Even in the face of technological advancements, cultural and creative forms find acceptance on a global scale. They are instrumental in promoting destinations by enhancing their allure and competitive value. While some argue that tourism may erode cultural heritage, it is undeniable that tourism affiliations have breathed new life into various art forms in Kerala, such as Kathakali and ritual art like theyaam.

Many locations are now developing their tangible and intangible cultural assets, leveraging them to gain a competitive edge in the cutthroat tourism industry. This localization adds a unique flavor to tourism offerings at a time when globalization threatens to homogenize everything. We can only hope that this year’s World Tourism Day message will inspire the breakdown of barriers between nations and cultures, foster tolerance, respect, and mutual understanding. In these troubled times, where world peace often hangs in the balance, these values represent the stepping stones towards a more peaceful future.

The year 2010 marked a historical milestone, with 940 million tourists crossing international borders. Never before have so many people traveled to such a vast array of destinations, exposing themselves to diverse cultures. This flow of interaction between individuals, communities, and their distinct cultures breeds tolerance, respect, and mutual understanding – the foundations for a more peaceful world.

Kerala stands to gain immensely by embracing this message of peace through cultural linkages. Its tourism sector has reached unprecedented heights and will continue to thrive by embodying the principles of brotherhood and mutual cooperation. With the looming threat of a third world war, there has never been a more urgent time to embrace the tourism industry and dispel this impending danger.

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Ihab Salloum