New Delhi, April 9 (IANS): Security, cleanliness and hospitality can become the strengths for boosting tourism in the country, said union Culture and Tourism Minister Mahesh Sharma on Thursday adding that acceleration in this industry will generate revenue.

“Tourism should become a means to generate revenue, promote rich cultural heritage, employment and women empowerment,” said Sharma.

Sharma was speaking at the launch of “Visit Kerala 2015”, an initiative of Kerala tourism where he said the state has a rich potential for tourism since it abounds in natural beauty and has picturesque backwaters.

“The people of Kerala are well known for their sincerity, dedication and hospitable nature which is an essential quality of the Indian culture,” he added.

The campaign to promote tourism in the state was rolled out with the launch of an array of innovative programmes ranging from ayurveda to adventure trips, from destination weddings to heritage tourism and from food festivals to quiz competitions.