Road on Wheels: The Advancement of Tourism Initiatives through Kerala Cooperative Tourism
Keywords:
Co-operative, Tourism, Food Truck, Road on Wheels, Travel, Transfer.Abstract
Abstract
Kerala, the southwestern coastal state of India, is widely recognised for its outstanding natural beauty, intricate network of backwaters, verdant landscapes, and a vibrant mosaic of cultural traditions. Tourism forms one of the cornerstones of Kerala’s economy, contributing significantly to employment, state revenues, and the preservation and dissemination of intangible cultural heritage. However, the sector faces mounting challenges, including the threats posed by extreme climatic events—most notably, the devastating floods of 2018 and 2019—as well as the need to ensure inclusive economic growth and sustainable community development.
In this context, the concept of “Road on Wheels” (ROW) projects, implemented under the aegis of Kerala’s cooperative tourism movement in association with cooperative bank societies and leveraging cooperative bank funds, holds the potential to transform the tourism landscape of Kerala. By integrating transportation-based experiential tourism with the ethos of cooperative participation and the financial muscle of Kerala’s robust cooperative banking sector, ROW projects can foster resilience, inclusivity, and sustainability in Kerala’s tourism industry.
