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Thiruvananthapuram, July 9

KERALA Tourism, possibly one of the world's most recognised tourism brands, has registered `Kerala— God's own country' as a brand with the Government of India's Trade Marks Registry. According to Mr Alkesh Kumar Sharma, Director, Department of Tourism, Government of Kerala, this step has been taken to maintain the equity of the Kerala Tourism brand.

Kerala Tourism has achieved the status of a high-quality brand and this has to be nurtured and enhanced, he said. The decision to register the brand was also influenced by the desire to prevent poor quality offerings from benefiting from the `Kerala— God's own country' tag, he pointed out.

When asked whether Kerala Tourism would look at allowing others to use its brands for a fee, Mr Sharma replied that it was too early to comment on such possibilities. Registering the brand is the first step towards protecting its equity and other measures that leverage its economic utility cannot be ruled out at the moment, he added.

In addition to the `God's own country' baseline and logo, other products and logos associated with Kerala Tourism have also been registered with the Trade Marks Registry, said Mr Sharma. These include the `Kerala Travel Mart', `India International Boat Show', `Nishagandhi Festival' and `Evergreen Kerala', he explained.

Kerala Tourism is the first tourism board in India to be registered as a brand, declared Mr Sharma. The Kerala tourism authorities embarked on the registration process around six months ago, he said.

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