Why is no other Indian state's tourism tagline as famous as Kerala's tagline?

Kerala was an unknown entity in the tourism map before two-and-a-half decades. Serene Backwaters and Ayurveda of the state helped to bring out Kerala as a stand-alone destination among others in India.

Identifying the importance of tourism in Kerala, the state government is on the right path in promoting 'Brand Kerala'. The State has been one of the most significant tourism success stories in India. It took a long 25-year journey for Kerala to attain the current image. It branded, packaged and advertised festivals and other dance and cultural festivals.

Planned efforts to promote tourism in Kerala were initiated in 1970’s by establishing Kovalam International Beach Resort. Realizing the proactive role that tourism can play in development, the Government formulated a tourism master plan and declared tourism as an industry in 1986. Public-private-participatory, travel marts and online propaganda helped Kerala to have a firm footing as a global player in tourism.

Today, Kerala offers diverse tourism products that have a strong bearing on environment and society. The unique products of Kerala like Ayurveda, House Boats, Backwaters and Village Life Experience have immensely helped to strengthen and popularize the tourism brand of Kerala globally.

The eco-tourism projects as well as the tie-ups with airlines and tour operators also helped the image of Kerala to reach new heights.

Listing some major reasons for success

• Natural scenic beauty and climate, Ayurveda,cuisine, blackwaters, places of historic significance and other attractions(which are marketed effectively).
• 3 international airports and connected to the rest of world.
• The presence of literate, modest, peace-loving and welcoming population who are able to communicate in English.
• “God’s own country” is catchy tag line, the travel folks easily developed a love to see the land .
• The highest HDI in India which is at par with developed nations.
• Mix of cultures(demography) Hindu-Muslim-Christian(56.2–24.3–19)
• Climate- Not too hot nor cold(moderate)

What may be the main reason behind the success of tourism in Kerala?
Kerala Tourism's marketing campaigns fetch it PATA awards

Kerala the God's Own Country - Yatramantra (Coining of the tagline)