Kerala is a state on the tropical Malabar Coast of southwestern India. Nicknamed as one of the "10 paradises of the world" by the National Geographic traveller, Kerala is famous especially for its ecotourism initiatives. Its unique culture and traditions, coupled with its varied demography, has made it one of the most popular tourist destinations in India. Growing at a rate of 13.31%, the tourism industry significantly contributes to the state's economy. The Kerala Tourism Development Corporation, the government agency that oversees the tourism prospects of the state, has adopted the brand God's Own Country for its campaigns. The slogan holds global Superbrand status.