Bengaluru, 25 September

The Karnataka Tourism Department will launch "Active Karnataka - Run Ride Surf Ride Surf Explore", a sports and adventure tourism initiative, on World Tourism Day, Minister KJ George said on Friday.

The initiative seeks to link major sporting events in the state with tourism experiences to attract visitors, encourage longer stays and generate economic opportunities for local businesses.

As part of the first phase, the department will enter into an agreement with sports event organisers to connect marathons, cycling events, triathlons and other endurance events with nearby tourist destinations.

"Participants should not return home as just competitors. Their families and friends should also experience Karnataka as tourists. Come for the Sport, Stay for Karnataka is the core idea behind this initiative," Tourism Minister George said in a release.

The department is working on two-three-day destination itineraries around sporting events, including accommodation options and local cuisine.

The initiative will initially cover sporting events held in Bengaluru, Mysuru, the coastal region and other destinations, officials said.

In the next phase, surfing, kayaking, water sports, trail running, cycling and other adventure activities will be brought under a state-wide Sports and Adventure Tourism Calendar.

Tourism Secretary Ram Prasath Manohar said the objective was to connect major sporting events with destination experiences.

"This can increase visitor stay and create direct economic opportunities for hotels, homestays, local transport operators, food businesses, guides and small enterprises," he said.

The department plans to expand 'Active Karnataka' across destinations in a phased manner and promote the state as a sports and adventure tourism destination.

As the first step, the Tourism Department will enter into an agreement with NEB Sports and work with the organisation to develop and promote marathon, cyclothon and triathlon events under the initiative.