 Kerala was a relatively unknown state among tourist circles until the early 1960s.The first initiative to popularize Kerala as a tourist destination was undertaken by Travancore's Prince Consort Col. Godavarma Raja (husband of the then Queen of Travancore) started Kerala Tours Limited to popularize key tourist locations in Travancore Kingdom.When Travancore merged with India, Kerala Tours Limited became a private entity under the Travancore royal family.