STRATEGIC DIVERGENCE IN POST-2021 KERALA TOURISM:KNOWING THE RE-ENGINEERED LABOUR MARKET AND THE SKILL MATRIX IN RESPONSIBLE TOURISM AND DIGITAL TRANSFORMATION

Abstract

   The COVID-19 pandemic initiated a systemic shock to Kerala's tourism sector, prompting a necessary and permanent strategic pivot. This paper analyses the resulting strategic divergence in Kerala's post-2021 tourism policy, specifically examining how shifts in Product Development (accelerated focus on Responsible Tourism (RT) and Wellness) and Communication Strategies (transition to Digital-First engagement) are fundamentally restructuring the tourism labour market. Utilizing a mixed-methods approach based on secondary data analysis of Kerala Tourism Statistics (2019-2024), content analysis of official marketing campaigns, and thematic analysis of policy documents, the study confirms a structural skill gap. The findings reveal a dual demand: high demand for 'Local and Green' skills in rural areas to support the RT Mission's hyper-local products, and demand for 'Digital and Advanced' skills in urban and high-value segments (e.g., Wellness, MICE) to manage contactless operations and revenue analytics. This divergence challenges the stability and socio-economic integration of the informal and rural workforce. The paper concludes that effective long-term resilience and sustained growth beyond 2026 will depend on targeted, decentralized labour policy interventions and up skilling programs specifically designed to bridge the digital literacy and quality assurance gap for micro and small tourism enterprises.