Unconventional Kochi

Kochi is breaking free of being labelled exclusively as a leisure destination. Susan George discovers how the city presents the ideal cocktail of choices for business conventions

Ayurveda: Sirovasti, for ailments of the head, nose and throat

Rickety buses christened with names like ‘Bindumol careen’ down narrow roads, barely missing ladies in crisp white sarees and men toting black umbrellas. Kerala presents a delightful melange of the unusual - its distinct flavour has been dissected in virtually every travel magazine. But, it is not simply the emerald-green backwaters and age-old Ayurveda that has got tourists hooked on to ‘God’s Own Country’. Kerala’s commercial capital, Kochi, has become a convention destination par excellence, drawing business persons from world over.

The city is a curious mix of old world charm fused with a burgeoning techno-savvy culture. The formula has struck gold, with more and more corporate travellers retreating to Kochi as their business playground. Says T Balakrishnan, secretary to government, tourism and culture, "Kerala already has a pull factor as a holiday destination. When we create facilities for business travellers, they find an excuse to come here and combine business with pleasure." And Kochi presents an impeccable excuse for corporate travellers. A new international airport, largest conferencing facilities in south India, world-class hotels and high-speed Internet connectivity make perfect business sense. Throw in houseboat cruises, Ayurvedic massages, theme parties peppered with traditional entertainment, and antique shopping, and you’ve got the perfect platter of choices to complement a business convention. It’s little wonder that in the last two years Kochi has seen international conventions of the World Health Organisation (WHO), Intel, Global Investor Meet (GIM), Microsoft, and an array of medical conferences. Kochi is morphing from a laid-back town to a power centre for business meetings. E M Najeeb, chairman of The Great India Tour Company, and head of the Indian Association of Tour Operators (IATO), Kerala chapter says, "In the last two years Kochi has become a noted convention centre for both national and international events. It is the commercial hub of Kerala, and is now a much more ‘happening’ place in terms of business activity."

Rich cultural artifacts make beautiful souvenirs

Unparalleled Options

The "working vacations" concept took off with the Le Meridien Resort and Convention Centre, the epicentre of Kochi’s conferences. Nine conference halls with a combined capacity of 4,000 people has made the Gulfar Convention Centre a prominent force behind transforming Kerala from solely a leisure destination to a holiday-cum-business locale. The convention centre’s earnings doubled from less than two crore to about four crore during the 2002-03 financial year, say hotel officials. A tour of the sprawling convention centre will shred to bits any apprehensions about why corporate executives willingly dole out significant amounts of money for conferences held here. The centre unmistakably spells Kerala: perfectly landscaped gardens lead to it and stand in contrast to the uninhibitedly beautiful backdrop of palm fronds and the backwaters. The centre itself subtly replicates the traditional Kerala ‘tharavadu’, and from the banisters to the ceiling beams, there is a definite accent on woodwork. If the simple lines of the architecture don’t impress you, the hotel also arranges for backwater cruises, Ayurvedic massages, trips to tourist spots that are immersed in history, theme dinners and much more - an endless list of activities that will keep business travellers blissfully oblivious of the corporate world. Says the hotel’s public relations executive, Penny George, "We arrange to take those participating in conferences on cruises, organise coaches to take them to shopping destinations, introduce them to Ayurveda in our hotel’s centre run by a family which has been in the field for 135 years."

The impact of conventions is not restricted to Le Meridien alone. While conferences accounted for 9,200 room nights in 2002-03 at LeMeridien, other hotels in Kochi also experienced a sea change. "Whenever there is a large conference, we give business to other hotels in the area," says George, pointing out that Le Meridien has only 151 rooms at present. The Taj Malabar on Willingdon Island offers three conference halls, embedded with the latest conferencing equipment. If your company wants a touch of the exotic, then the resort’s outdoor conferences on an island, by the backwaters, or on a houseboat are ideal. The resort can accommodate a maximum of 6,000 people at outdoor conferences. Another option, which is considerably easier on the pocket, is the Avenue Centre, which according to the general manager, Joseph Peter, hosts about six to seven business conferences a month. With a seating capacity of 500 people, the centre was recently established to meet the growing need of convention facilities in Kochi. "When we started our hotel, Avenue Regent, it could accommodate only about 150 people. We perceived a need for a larger facility and hence we started the Avenue Centre," says Peter. "One of our biggest selling points is that we are priced way below the others," he adds.

Boat Races in harvest season

Various tour operators have tied up with hotels to give the business traveller a hamper of unique ‘God’s Own Country’ experiences. Says T Prahalad, senior manager, Paradise Tours and Travels, "We have signed MOUs with about thirty-five properties in Kerala. When customers contact us we provide them with the whole range of services from pick up to accommodation."

Getting There

The resounding response from almost every quarter is the same: a primary reason for Kochi becoming a convention destination is the newly launched international airport. Says Najeeb, "Kochi is the central destination where people arrive and move on to sub-destinations. With the new international airport seeing traffic of about 100 international flights a week, the city’s connectivity is very good."

Cochin International Airport Limited (CIAL) is the first international airport in India outside the ambit of the Government of India. In fact, the airport is a combined venture of the Government of Kerala, NRIs, Financial Institutions, Airport Service Providers and others. According to the CIAL website, the new airport was launched to ‘overcome the operational shortcoming of the then existing Naval Airport, which was the only alternative to meet the growing needs of NRI travellers, tourists, trade and commerce.’ The Rs 303 crore that was pumped into the project seems to be reaping the rewards ever since the inaugural flight took off in June 1999.

Government involvement

Clued in on how big MICE (Meetings, Incentives, Conventions and Exhibitions) can be for Kerala, the government was quick to launch a campaign to showcase Kerala as a business destination. Says tourism secretary, Balakrishnan, "People who come on these kind of business meetings usually travel on their company’s expense. Hence, their propensity to spend is much higher."

Le Medidien, Kochi

For the first time the Kerala government is setting up a "Convention and Visitors Promotion" bureau - a joint venture of the private sector and the municipal corporation, with the mayor as chairman. "The tourism department will act in an advisory position, as well as partially fund the development of the bureau in its initial stages. The bureau will be launched in five centres including Kochi, Calicut and Thiruvan-athapuram," added Balakrishnan. However, he doesn’t believe that MICE-related tourism will chip away at the state’s leisure tourism. "Business and leisure tourism will take place parallel to each other. Kerala will continue to draw leisure tourists as well."

Just Plain Exotic

No Kochi convention experience would be complete if one didn’t weave some sightseeing between meetings. William Rodrigues, managing director, Coastline Holidays, contends, "Kochi offers a wide variety of attractions like the Jewish synagogue and St Francis Church. Our company organises tours to these spots for delegates during a corporate visit."

From the circuitous waterways to meandering streets of Jew Town, there is no question that Kochi is swathed in Kerala’s distinctive garb. With the add-ons of convention facilities, the business traveller will undoubtedly be bitten by the Kochi bug. The Italian traveller from the Middle Ages, Nicolas Conti, captured the current day sentiment aptly: "If China is where you make your money, then Kochi is surely the place to spend it."