Executive Summary:
This document summarizes the Indian Ministry of Tourism's response to a question regarding the impact of the U.S. Level 2 travel advisory on Kerala's tourism sector. The response, dated July 21, 2025, addresses concerns about rising crime and safety, and outlines measures taken to enhance tourist safety and counter negative perceptions. The U.S. travel advisory level for India has remained unchanged since 2018.
Key Points / Main Content:
* **U.S. Travel Advisory:**
* The U.S. Department of State's travel advisories are intended for U.S. citizens.
* India has been at Level 2 since 2018; classification unchanged as of June 16, 2025.
* **Kerala's Tourism Safety:**
* The Kerala government reports no specific incidents impacting its reputation as a safe tourism destination.
* **Security Measures in Kerala:**
* 180 "tourism police" personnel deployed at tourist destinations.
* 181 lifeguards stationed at beaches and water-based tourism sites.
* Approximately 10,000 Responsible Tourism Mission units available.
* Safety audits conducted in 78 destinations.
* Global women's conference held in November 2024 to promote safe travel for women.
* **Promotional Initiatives:**
* The Ministry of Tourism promotes India, including Kerala, as a holistic destination.
* Promotional activities are conducted with the travel industry, state governments, and Indian Missions overseas.
Impact Analysis:
* **Ministry of Tourism:**
* Impact: Responsible for promoting a positive image of India and Kerala as tourist destinations, addressing safety concerns, and coordinating with state governments.
* Action Required: Continue promotional activities, collaborate with stakeholders to enhance safety, and monitor the impact of travel advisories.
* **Government of Kerala:**
* Impact: Tasked with ensuring the safety and security of tourists in Kerala and maintaining the state's reputation as a safe destination.
* Action Required: Maintain and enhance security measures, continue safety audits, and report any incidents that could affect tourism.
* **Tourism Industry (including hotels, tour operators, and travel agencies):**
* Impact: Affected by changes in tourist confidence and travel decisions influenced by travel advisories.
* Action Required: Collaborate with the Ministry of Tourism and the Kerala government to promote safety and counter negative perceptions.
* **Tourists (especially U.S. citizens):**
* Impact: Need to be aware of travel advisories and take necessary precautions while traveling in India.
* Action Required: Consult travel advisories, exercise increased caution, and follow safety guidelines provided by local authorities and travel operators.
Key Entities Referenced
Ministry of Tourism: The Indian government ministry responsible for the formulation and administration of the rules, regulations and policies relating to the development and promotion of tourism in India.
K. Sudhakaran: Member of Parliament who raised the question in Lok Sabha regarding the impact of the U.S. travel advisory on Kerala's tourism sector.
Kerala: A state in India heavily reliant on tourism, particularly from international tourists from the U.S. and the U.K.
U.S. Level 2 Travel Advisory: A travel advisory issued by the U.S. Department of State in June 2025, urging increased caution for U.S. citizens traveling to India due to rising crime, terrorism threats, and safety concerns.
Gajendra Singh Shekhawat: The Minister of Tourism who provided the answer to the Lok Sabha question.
U.S. Department of State: The U.S. government agency that issues travel advisories for U.S. citizens traveling or residing in foreign countries.
Tourism Department, Government of Kerala: The state government department responsible for tourism in Kerala, which has taken measures to enhance security at tourist hotspots.
Responsible Tourism Mission: An initiative in Kerala with units available in important destinations to ensure safe visits for tourists and conducted a global women's conference in November 2024.
GOVERNMENT OF INDIA
MINISTRY OF TOURISM
LOK SABHA
UNSTARRED QUESTION NO.75
ANSWERED ON 21.07.2025
IMPACT OF U.S. LEVEL 2 TRAVEL ADVISORY
ON KERALA’S TOURISM SECTOR
75. SHRI K SUDHAKARAN:
Will the Minister of TOURISM be pleased to state:
(a) Whether the Government is aware of the U.S. Level 2 travel advisory
issued in June 2025, urging increased caution due to rising crime,
terrorism threats and safety concerns for the tourists, particularly
women in the country and its potential impact on Kerala’s tourism
sector, which relies heavily on international tourists from the U.S.
and U.K. contributed a huge share of foreign arrivals in 2024;
(b) if so, the specific incidents that prompted the advisory and their
perceived impact on Kerala’s reputation as a safe tourism
destination;
(c) the details of the measures taken/being taken by the Government to
enhance security measures at the Kerala’s tourist hotspots to ensure
the safety of international and female tourists; and
(d) the details of the initiatives, including strengthening the “Incredible
India” campaign and conducting opinion-based surveys, to counter
the negative perceptions and boost tourist confidence in Kerala’s
tourism sector?
ANSWER
THE MINISTER OF TOURISM (SHRI GAJENDRA SINGH SHEKHAWAT)
(a): As mentioned by MEA, several countries, including India, periodically
issue travel advisories based on their assessment of various risk
indicators. The U.S. Travel Advisory, issued by the U.S. Department of
State, provides guidance specifically for U.S. citizens traveling to or
residing in foreign countries. These advisories are not intended for citizens
of other nationalities.India has been assessed as a Level 2 destination since the
introduction of the system in 2018. This classification has remained
unchanged in the most recent update issued on 16 June 2025.
(b): The State Government of Kerala has stated that no such specific
incidents reported to make any impact on Kerala’s reputation as a safe
tourism destination.
(c): As mentioned by Tourism Department, Government of Kerala, the
details of the measures taken/being taken to enhance security measures at
Kerala’s tourist hotspots to ensure the safety of international and female
tourists:
i. The Government of Kerala has deployed 180 "tourism police"
personnel in various tourism destinations to ensure the safe travel
and visit of tourists.
ii. The Department of Tourism has deployed 181 lifeguards in various
beaches and water-based tourism destinations to ensure the safety of
travellers.
iii. Approximately 10,000 Responsible Tourism Mission units are
available in important destinations to ensure a homely and safe visit
for international and domestic tourists to Kerala.
iv. The Department of Tourism conducted safety audits in 78
destinations.
v. The Kerala Responsible Tourism Mission conducted a global women's
conference in November 2024 to enhance the view on safe travel,
especially for female tourists.
(d): The Ministry of Tourism promotes India as a holistic destination in the
tourism-generating markets to promote various tourism products and
destinations of the country, including Kerala. Various promotional
activities are undertaken in association with the Travel industry,
State Governments and Indian Missions overseas to project a positive
perception about the country, including Kerala.
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