Context:Kerala Tourism has geared up for the post-COVID-19 era by coming up with six theme-based microsites in the official website to promote destination and tourism products and get an upper hand in the virtual marketing among brands.
Kerala’s new plan to promote tourism
- Aim of the new strategy
- Retain an edge in the post COVID-19 era for the official website that ranks first in the search results since 2004.
- It is Expecting an influx of domestic tourists to the State after the Heavy toll on travel and tourism due to COVID-19 facing job cuts and low margins has already been seen in Kerala.
- Details about new strategy
- It focusses on virtual marketing. In microsites they have taken care to provide new content and more emphasis on videos of high quality.
- Gallery has been included with royalty-free videos and high resolution photographs in the microsites.
- Promoting unique experience:Cuisine of Malabar, Jewish diet, Popular asanas, cultural and art forms of Malabar to featuring of the 100 temples district wise make it a unique experience.
- 6 New microsites that have been featured
- Kalaripayattu, an ancient martial art indigenous to the State
- Temples of Kerala
- Judaism in Kerala and
- Discovering Malabar
MARTIAL ARTS OF KERALA
Considered among the oldest and most scientific martial arts in the world, Kalaripayattu was developed in Kerala.
The place where this martial art is practised is called a 'Kalari'. It is a Malayalam word that signifies a kind of gymnasium.
Kalari literally means 'threshing floor' or 'battlefield'. The word Kalari first appears in the Tamil Sangam literature to describe both a battlefield and combat arena.
The training begins with an oil massage of the entire body until it is agile and supple. Feats like chattom (jumping), ottam (running) and marichil (somersault) are also integral parts of the art form.
There are also lessons in using weapons like swords, daggers, spears, maces, and bows and arrows.
Focus:The primary aim is the ultimate coordination between mind and body. Another focus of Kalaripayattu is specialisation in indigenous medicinal practices.
Velakali originated in Ambalappuzha where Mathoor Panicker, chief of the Chempakasserri army, promoted it to boost the martial spirit of the people.
The dance form is a regular feature of the annual festivities at the Ambalappuzha Sree Krishna temple in Alappuzha district.
This spectacular martial dance is performed by men in some of the temples of southern Kerala.
The dancers, clad in the traditional clothes and colourful headgear of the medieval Nair soldiers, engage in vigorous movements and dexterous sword play,
It is accompanied by an orchestra comprising the maddalam, ilathalam, kombu and kuzhal.