Kochi: The yearly Kerala festival in London, which showcases the southern Indian states unique culture and cuisine, will be held next month to promote the region as the ultimate tourist destination.

The World Malayali Council has been hosting the festival in London for the past nine years. This year, starting 27 September, we have drawn up a two-week-long cultural extravaganza. This is because, post-11 September 2001, there has been a general impression that travelling to India (and Kerala) is not safe. We want to change that perception, says council chairman T Haridas.

Normally every year we have a three-day festival, but this time we want it to be a grand event. So we are trying to get about 15 artistes from Kerala to perform various art forms that Kerala is famous for, he adds.

Haridas, who works in the Indian High Commission in London, says he has met Kerala Chief Minister A K Antony to see if the state government would bear the travel cost of the artistes.

This years programme is to be held at the Bharatiya Vidya Bhavan in West Kensington in London. Like in the past, the 25,000-strong Malayali diaspora in London would take an active part in the festival.

Haridas believes Kerala is a popular tourist destination for many Britons as well as a large number of Indian expatriates. Figures indicate that close to 30 per cent of all British tourists visiting India come to Kerala. If a concerted attempt is made to promote and market Kerala in the desired manner in London, this figure should go up considerably.

Haridas, whose family owns a chain of Kerala restaurants in London, says the biggest competitor Kerala faces is the western Indian state of Goa. Reports indicate that Goa plans to spend Rs 80 million to promote itself in the West.

This is basically done to outsmart Kerala. If we do not respond equally, we may lose to Goa in the race, he says. There were 24 chartered flights coming into Goa from Britain every year. With Kerala turning into a popular destination, that number has fallen to 11.