Kerala is a state on the tropical Malabar Coast of southwestern India. The name Kerala originated by fusing the words kera ("coconut palm tree") and alam ("land" or "location"). Kerala is named as one of the ten paradises of the world by the National Geographic Traveler. Kerala is famous especially for its ecotourism initiatives. Its unique culture and traditions, coupled with its varied demography, has made Kerala one of the most popular tourist destinations in the world. Growing at a rate of 13.31%, the tourism industry is a major contributor to the state's economy.