Kerala, often referred to as “God’s Own Country,” is not just a picturesque destination known for its breathtaking landscapes, but it is also a global leader in responsible tourism. In a momentous achievement, Kerala Tourism has been honored with the prestigious Global Responsible Tourism Award 2023. This recognition, presented by the Responsible Tourism Partnership and the International Centre for Responsible Tourism (ICRT), highlights Kerala’s outstanding sustainable and women-inclusive initiatives.
The Kerala Responsible Tourism Mission, an innovative venture launched in 2007, has made significant strides in reshaping the tourism industry. The state has been awarded the prestigious title of ‘Best for Local Sourcing – Craft and Food’ in recognition of this remarkable journey. Come along as we examine Kerala Tourism’s outstanding achievements and the industry implications of this award.
In 2008, the Responsible Tourism initiative was implemented on a pilot basis in four destinations across the State, covering diverse geographical regions namely; Kovalam (beach), Kumarakom (Backwaters), Thekkady (Wildlife) and Wayanad (Hill station). The action plan for practising RT was developed in a participatory framework and implemented through a consultative process, keeping in consideration the basic tenets of the Global Sustainable Tourism Council Criteria.
(Source – https://www.unwto.org/asia/responsible-tourism-initiative-kerala)
Kerala’s efforts to promote ethical tourism are based on its dedication to women’s empowerment. Women-led small and medium-sized companies (SMEs) have been effectively incorporated into tourist activities under the state’s Responsible tourist Mission. In addition to boosting the local economy, this inclusion gives women the chance to actively engage in the tourism industry.
Kerala has been successful in providing a platform for these female entrepreneurs to exhibit their crafts and culinary abilities through the selling of native items. This encourages women in the area to be self-sufficient and economically independent in addition to supporting the preservation of regional cuisine and traditional art forms.
The model of responsible tourism in Kerala is based on sustainability. The state has shown a strong dedication to protecting its intangible cultural assets, tangible legacy, and natural resources. By accomplishing this, they have become role models not only for India but also for other parts of the world.
Travellers and the environment now cohabit together, credit goes to Kerala’s responsible tourism initiatives. Because of the state’s dedication to environmental preservation, eco-friendliness, and community involvement, visitors may enjoy Kerala’s natural beauty with little environmental impact.
Not only is Kerala proud to have won the Global Responsible Tourism Award 2023, but it also proves how popular responsible tourism initiatives are everywhere. Kerala’s remarkable achievements serve as a beacon of hope for other Indian states and nations around the globe.
The acknowledgement emphasises how crucial it is to protect the environment, culture, and legacy while making sure that the local population benefits from tourism. It acts as a guide for areas trying to create inclusive and sustainable tourist models. Kerala presents a future direction for the whole tourism sector by highlighting the positive relationship between responsible tourism and the empowerment of women and local communities.
The Responsible Tourism Mission of Kerala adopts a holistic strategy to promote inclusivity and sustainability. Their projects cover a broad spectrum of industries and activities, such as food, handicrafts, and agriculture. In addition to supporting traditional businesses, the state guarantees that visitors can enjoy original flavours and bring back one-of-a-kind mementos by encouraging the sourcing of craft and cuisine from local suppliers.
The goal of the mission is to make a lasting and comprehensive difference in the lives of people and the environment, not only to earn accolades. It serves as a reminder that ethical travel is not a niche idea but rather a universal requirement, with Kerala setting the standard.
The Mission is envisaged with a ‘triple-bottom-line’ mission, which comprises economic, social and environmental responsibilities. Making tourism a tool for the development of village and local communities, eradicating poverty and giving emphasis to women empowerment are the main aims of the Responsible Tourism Mission. The mission aspires to provide an additional income and a better livelihood to farmers, traditional artisans, and marginalised people along with creating a social and environmental equilibrium.
(Source – https://www.keralatourism.org/responsible-tourism/)
STREET, a participatory tourism development initiative under the Responsible Tourism Mission, plans to revamp ten selected locations in Kerala, aligning with UNWTO’s “Tourism for Inclusive Growth” motto.
The project’s goal is to transform these destinations into Sustainable Living Responsible Tourism Villages, organized around thematic zones. STREET stands for Sustainable Tangible Responsible Experiential Ethnic Tourism Hubs.
The mission is to create thematic streets in emerging or rebranded tourist spots, showcasing local specialties and reducing over-concentration, ensuring sustainable development and broader benefits. This project emphasizes community involvement, preserving culture, and supporting rural development while expanding the tourism landscape.
(For more information – https://www.keralatourism.org/responsible-tourism/street-project)
The ‘PEOPLE’S PARTICIPATION FOR PARTICIPATORY PLANNING AND EMPOWERMENT THROUGH RESPONSIBLE TOURISM’ (PEPPER) initiative strives to create fully structured responsible tourism destinations, revolutionizing the industry.
Focused on sustainable development, PEPPER identifies undiscovered destinations with tourism potential and promotes their sustainable growth through local community engagement. It marks a pioneering effort in India, emphasizing local community rights, environmental and cultural preservation, and holistic development.
Special Tourism Gramasabhas grant communities a substantial role in shaping tourism policies. PEPPER was inaugurated in Vaikom, Kottayam district, and aims to expand across the state in a phased manner.
(For more information – https://www.keralatourism.org/responsible-tourism/pepper/44)
Sharing the limelight with Kerala Tourism in this award is Eswatini, formerly known as Swaziland. Eswatini’s recognition for eco-friendly Ngwenya Glass is a testament to the power of responsible tourism initiatives worldwide.
Ngwenya Glass is known for its sustainable approach to glassblowing, promoting environmental conservation and local artistry. This joint win showcases how responsible tourism transcends borders and cultures.
Kerala Tourism’s Global Responsible Tourism Award 2023 is a beacon of hope and a blueprint for the global tourism industry. It emphasizes the need for sustainable and inclusive models that empower women, support local communities, and preserve the natural and cultural heritage.
Kerala’s success story offers invaluable lessons for regions around the world, inspiring them to adopt responsible tourism practices and create a brighter, more sustainable future for travelers, communities, and our planet.
As we rejoice in Kerala’s well-earned recognition, let us not forget that responsible tourism is an essential commitment to the health of our planet, not just an award-winning idea. Kerala’s efforts in responsible tourism have raised the standard and are still paving the road for everyone to live in a more sustainable and responsible future.
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