The social causes underlying the rapid growth of modern tourism are linked with new attitudes towards travel and leisure. Traveling to distant lands is the best option to which one’s leisure time can be put to. This has made ‘tourism the most important ‘leisure industry’ not only in Kerala but also in all other parts of the world. Traditionally, tourism and leisure were considered a luxury, but now both are viewed as virtually indispensable part of the lifestyle and consumption pattern of all those who can afford to do so.

Thus, the entire concept of pleasure travel has changed quite drastically. Traveling to overseas destinations during the pre-Second World War days was reserved for the more affluent, that is those who enjoyed travel for its own sake and for those who were content to enjoy scenery, works of art and theater performances in foreign lands. The present-day tourist has a different kind of background, and his attitude toward travel is totally different. He comes from a wider social background and possesses varied tastes, desires and preferences. Moreover, his leisure time is much more restricted and, accordingly, he desires to pack into it as much as possible. In Kerala resorts and other hotels are full of both the domestic and the international tourists.

‘Democratization’ of leisure pursuits is yet another factor responsible for the growth of modern tourist traffic in states like Kerala. It has given birth to ‘leisure tourism’, which includes those tourists who leave on holiday for a change of climate, or out of curiosity or to relax, or to see something new, or to enjoy good scenery, or the unfamiliar folklore.

The growing industrialization and automation, the increasing anonymity and hectic pace of life, the decrease in leisure in irksome routine jobs have given an added fillip to leisure tourism. Thus, ‘modern tourism’ provides an opportunity to an individual to satisfy an important social need by moving away from the place of work to relax and unwind. It is in this context that tourism has assumed the character of a product of mass consumption.