Kerala is situated on the lush and tropical Malabar Coast. Kerala is one of the most popular tourist destinations in India. Its unique culture and traditions, coupled with its varied demographics, has made Kerala one of the most popular tourist destinations in the world. National Geographic's Traveller magazine names Kerala as one of the "ten paradises of the world" and "50 must see destinations of a lifetime". Travel and Leisure names Kerala as "One of the 100 great trips for the 21st century".
Until the early 1980s, Kerala was a relatively unknown destination; most tourist circuits focused on North India. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation, the government agency that oversees tourism prospects of the state, laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala's tourism industry was able to transform the state into one of the niche holiday destinations in India. The tagline Kerala- God's Own Country has been widely used in Kerala's tourism promotions and soon became synonymous with the state. In 2006, Kerala attracted 8.5 million tourist arrivals, an increase of 23.68% over the previous year, making the state one of the fastest-growing destinations in the world.
