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| Responsible Tourism - The Kerala Update |
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Responsible Tourism (RT) - an innovative and far-reaching concept of Kerala Tourism completed its phase one program with noticeable milestones. As a pilot phase, this initiative was implemented at four destinations viz. Kovalam, Kumarakom, Thekkady and Wayanad. Among these destinations Kumarakom evolved as the success model for responsible tourism and was honored by Ministry of Tourism, Govt of India for the best Responsible Tourism initiative in Kerala.
Introduction
Kerala has emerged as one of the prime tourism destinations on the national and international map and is considered as the tourism trendsetter in the country. The availability of plenty of natural resources, skilled manpower, supportive entrepreneurial community, strong local-self-governments, civil society organizations, multitude of micro enterprises, streams of professionals and academicians, responsible media and responsive tourism industry, provide the state an ideal setting to implement and practice 'Responsible Tourism.'
The Department of Tourism, Government of Kerala organized a state-level consultation on responsible tourism in association with the International Centre for Responsible Tourism - India (ICRT India) and EQUATIONS (Equitable Tourism Options) at Thiruvanathapuram on the 2nd and 3rd of February, 2007. The two-day workshop was attended by a wide range of stakeholders, including representatives from government, local-self-governments, tourism industry, civil society organizations, academicians, media and also members of the Legislative Assembly. At the end of the workshop, a state-level committee was constituted, namely, State Level Responsible Tourism Committee (SLRTC) with representatives from various sectors to take forward the discussions that emerged during the workshop and to move towards a responsible tourism destination.
The State Level Responsible Tourism Committee met on 20th April 2007 and decided to take up the implementation of responsible tourism initiative in phases. Kumarakom, Wayanad, Kovalam, and Thekkady were identified for the implementation of responsible tourism initiative in the first phase. The Government also selected Great India Tourism Planners and Consultants (GITPAC) through competitive bidding, to provide technical assistance and co-ordination for the initiative in the selected centers. The actual implementation process started in March, 2008.
A brief account of activities in destinations:
Responsible Tourism Initiative at Kumarakom
Responsible Tourism initiatives at Kumarakom came up with outstanding results and emerged as the model destination in the implementation of responsible tourism. In addition to this, the programme bagged different national and international recognitions.
The process of Responsible Tourism implementation in Kumarakom started with a stakeholder workshop held at Kumarakom on 16th May 2007. The objective of the workshop was to create a broad consensus on adoption of responsible tourism practices by all stakeholders and the workshop was attended by wide range of stakeholders including people's representatives, representatives from government, local-self-governments, tourism industry, civil society organizations, academicians and media. The workshop discussed on the economical, social and environmental aspects of Responsible Tourism and formulated action plans in each area. Sri. V. N. Vasavan, M.L.A. inaugurated the workshop. Sri. Sanjay M. Kaul I.A.S., Director, Kerala Tourism, presided over. The workshop was led by Dr. Venu V.. I.A.S., Secretary (Tourism) and Sri. U. V. Jose, Additional Director, Tourism.
Dept. of tourism decided to appointment a Kudumbashree consultant for Responsible Tourism on field. Panchayat and Kudumbashree consultant started the fieldwork for effective implementation of RT in Kumarakom destination. Consultant conducted a demand analysis survey in hotel industry and prepared an agriculture calendar for the supply of vegetables to the hotels and resorts without any break. Panchayat decided to implement economic responsibility as a tool to revive agriculture sector. Each Kudumbashree units formed an activity group containing five members each for each vegetable crop. In such a way 180 groups (900 women) started vegetable cultivation in Kumarakom. Panchayat arranged land for cultivation and supplied fertilizers & seeds worth Rs.1,50,000/ to these groups.
On 14th March 2008, Mr. Kodiyeri Balakrishnan, Hon. Minister for Tourism, Home and Vigilance formally inaugurated responsible tourism initiative in Kumarakom. The supply of local products started moving to the hotels and resorts on 18th March 2008 on the basis of a cluster approach with 11 products.
As part of the economic responsibility, Department of Tourism developed different micro enterprises, souvenir units, art and cultural groups in the destination. Among this, a local procurement supply unit named Samrudhi led by Kudumbashree was the key player. The economic responsibility activities generated an income of Rs. 45,76,343 (from March 2008-June 2010) to the local people.
Some of the major achievements and interventions by the responsible tourism initiative in Kumarakom are shown below:
Fallow land cultivation and enhanced agricultural production
The resource mapping carried out through household surveys and physical reconnaissance of the project area identified large chunks of un-cultivated land in the villages. These were left fallow either because of low yield, low demand for agricultural produces or because of spiraling prices of non-agricultural land induced by the development of tourism. The RT Cell, however, was able to mobilize Kudumbashree volunteers to take up paddy cultivation in 55 acres of land and Grama Panchayat to introduce vegetable cultivation in another 30 acres of land. In addition 612 homestead farmers were motivated to take up vegetable cultivation to enhance vegetable supplies to local hotels. It greatly improved the level of supply of agricultural products to hotel industry apart from securing additional income to the farmers. On the whole, about one-third of the population in the Panchayat is presently involved in the production and sale of agricultural products to tourism industry.
Fish Farms and Lotus Cultivation
The resource mapping exercise identified as many as twenty-six un-used ponds with reasonable water levels throughout the year. The RT Cell took up the cleaning of these ponds and promoted fish cultivation in twenty ponds and lotus cultivation in six ponds by the local community. The tourism industry provided a ready market for the produce of the fish farms and lotuses. It thus had a positive impact on improving the living conditions of the local community.
Establishing linkages with hotel industry and enhancing demand for local produces.
The RT Cell identified the items of purchase for the hotel industry and initiated a dialogue to encourage them to resort to local purchases to the maximum possible. The apprehensions of the industry regarding regularity of supplies, quality of products and competitive prices were progressively removed by developing institutional mechanisms to address those issues. With the establishment of an assured market, the community was also encouraged to enhance production and to adopt organic farming practices.
Initially, the local purchase of hotel industry was confined to eleven items of agricultural produces. Later it got expanded progressively and by 2010 it became 45 items including some of the agro-based industrial products. The establishment of such an economic linkage fostered a win-win partnership between the community and the industry by removing all kinds of miss-trusts and conflicts. The immense economic gains of the community through the process included (i) assured market and reasonable prices for the local produce, (ii) enhanced production and the consequent employment generation (iii) minimization of leakages from tourism receipts.
Development of Souvenir Industry
Tourists visiting any particular destination, usually like to carry with them small items typically produced in the place of visit, as mementoes of their visit. Kumarakom can now boast of its own symbolic souvenir item and a growing souvenir industry largely due to RT Initiative. A local craftsman who was struggling to survive in conditions of extreme poverty was assisted in making models of boats and houseboats, which are typical tourist attractions. These mementoes are crafted by using screw pines which are locally available in plenty. The production of these souvenirs by the local craftsman attracted the attention of the hotel industry and contracted exclusive marketing rights through their outlets. It has led to accelerated growth of souvenir industry and the consequent benefits to the craftsman, which pushed him above the poverty line during a short period.
Community-based Tourism Products
In order to provide a village experience to tourists by guiding them through real life situations in hinterlands and thereby distributing economic benefits of tourism directly to the community, the RT Cell developed two tour packages at Kumarakom. The first package is titled - Village Life Experience at Kumarakom and the second - A day with Farmers. The first package is a half-day tour starting from the RT Cell location at Attamangalam in the afternoon. The guests are taken to the canal side through a small pathway and then board a boat. The group is accompanied by an experienced guide / interpreter. The ride through the backwaters takes the group to Kandan Kavu area of the village for exposure to the bio-diversity and the teeming life of the people. The experiences and interactions in store for the tourists include an Anganwadi; a fish farm, demonstration of traditional fish catching with the aid of bows and arrows; a home garden; coconut leaf weaving by a housewife; traditional craft activity at a household using screw pines; a broom making unit; a Karimeen processing unit; a plantain orchard and a toddy tapper. The guests are given an opportunity at every site to interact with the persons involved in the activity and to try themselves the activities.
The package - A Day with Farmers consists of multiple modes for giving an opportunity to the guests to experience village life in the midst of authentic cultural and natural settings. The journey, which starts from Kavanattikara at about 9.00 a.m., takes the guests through a variety of experiences. The first stop is at an 'antique shop' run by an ebullient entrepreneur. From there, it is cycle ride through some of the most beautiful stretches of Kumarakom covering rice fields, coconut orchards etc. During the ride, the tourists may come across some of the water birds like Indian shag, cormorants, pond herons, egrets, Whistling Ducks, Cotton Teals, Garganey Teals etc. The first leg of cycling ends at a duck-rearing enterprise at Kaipuzhamuttu bridge and the nearby Mercy's coir making centre to know and participate in both the activities.
The second phase of the journey is by autorikshaw through narrow village roads to the house of Mohanan to see plantations and fish culturing. The vast agricultural field is a complete organic farm cultivating several vegetables. The fish farm of Mohanan consists of artificial fish ponds growing variety of fishes. A little ahead the tourists can see the cumbersome process of toddy tapping. Following the trail, the tourists can see traditional fish catching technique using nets. They can choose the fishes that they want to have cooked and have them served on plantain leaves. The journey then continues through paddy fields by foot for a grand experience of watching teeming bird life. The tourists are then taken to a big farm house at Chakrampadi characterized by mixed cultivation of crops. The interactions with the farmers will imprint lasting memories of farming operations. On way, yet another farm house of Sebastian is visited, where different methods of cultivating vegetables and plantains, as well as rearing of fishes, cows and goats are explained. The techniques of climbing the coconut trees are also demonstrated on the site. It is followed by a boat ride through the backwaters and the tourists can see another traditional fish catching method popularly known as Vella Veeshal. And finally the tourists are taken to the Don Bosco Home to have a closer look at the art of gift making.
The above packages are popular among tourists and the hotel industry is promoting these as add-on experiences. The members of the community participating in the package by showing / demonstrating their activities receive fixed amounts from the package-price realized. There is also close interaction between the community and the visitors through these packages.
Promotion of Local Art Forms and Culture
Kumarakom has a rich cultural heritage with many art forms and cultural troupes. A professional Sinkari Melam Group of Children and Women was formed under the
  banner of responsible tourism and it became the first such cultural group in Kerala. Yet another cultural group formed is the Suvarna Cultural Group. Performance of these groups are organised in hotels and other places to enrich the experience of tourists.
Promotion of Cultural Tourism and Ethnic Cuisine
The people of Kumarakam celebrate several fairs and festivals, some of which are of regional and local importance. These events form part of their social life and reflect their cultural identity. The colour and splendor with which these festivals are celebrated is a source of great amazement and attraction. The potential tourists to Kumarakom are, however, not aware of such festivals and the exact dates of celebrations. In order to remove this information gap the RT Cell prepared a calendar of such festivals and made it available to tourism industry partners for the promotion of such events as added tourist attractions.
Tourists interested in experiencing local culture are also usually interested in enjoying local ethnic cuisine. However, they are often not aware of the existence of such cuisine and its availability. The RT Cell, therefore, documented such ethnic items and made them available to the tourism industry and promotion agencies.
Social Awareness and Tourist Management
The local community has been made aware of adverse impacts of tourism including child labour, exploitation, prostitution, etc. and the importance of tourist management to avoid such ill-effects. The community has thus taken a lead role in identifying and preventing such instances, so as to create an image of clean tourism.
Protection of Environment
The environmental initiative of responsible tourism succeeded in declaring the bird sanctuary as a plastic-free zone, promoting bicycle journey around hotels and resorts, promotion of organic farming, mangrove protection and control of backwater pollution with the help of the community.
A survey of plastic use by sales outlets in the area was conducted and promoted the manufacture and use of eco-friendly carry bags by the establishments. Due to the intervention of destination cell, the bird sanctuary at Kumarakom was declared as a plastic-free zone. In addition to this, a massive mangrove regeneration campaign was organized by the destination team.
Energy Saving Measures
A survey of energy and water use as well as the generation and disposal of waste by the hotels was undertaken to assess the extent of green practices by the industry. The data collected was used for developing environmental criteria for granting green certificates.
A separate survey on energy consumption of streetlights made the Panchayat to replace a large number of bulbs.
Comprehensive Resource mapping
Responsible Tourism cell at Kumarakom has conducted a grassroots-level resource mapping in Kumarakom Panchayath which covered different aspects like art, culture, profile, resources, manpower etc. This rich data is useful not only for reference but for various other purposes.
Destination Labor Directory
Destination labor directory is another innovative idea developed by Kumarakom destination team. A detailed study was conducted in the destination, which is to identify personnel who are associated with different skilled, semi-skilled and unskilled jobs. This vital detail was constituted to form the labor directory and it is a ready reference to the industry partners when skill is in need.
Wayanad
The process of Responsible Tourism implementation in the district started with a stakeholder workshop held on 6th May 2007. The objective of the workshop was to create a broad consensus on adoption of responsible tourism practices by all stakeholders and the workshop was attended by wide range of stakeholders including people's representatives, representatives from government, local-self-governments, tourism industry, civil society organizations, academicians and media. The workshop discussed on the economical, social and environmental aspects of Responsible Tourism and formulated action plans in each area. Sri. K.C. Kunjiraman, M.L.A. inaugurated the workshop. Adv.George Pothen, Standing Committee Chairman of District Panchayath presided over. The workshop was led by Dr. Venu V.. I.A.S., Secretary (Tourism) and Sri. U. V. Jose, Additional Director (Tourism).
In Wayanad the Dept. of Tourism started Responsible Tourism Initiative in January 2008. It mainly focused in three thematic areas of responsible tourism viz. Economic, Social and Environmental. The local products, which are made by Kudumbashree units, local farmers and artisans, were distributed to the hotel industry as a part of economic responsibility. This helped to reduce the gulf between community and industry as well as improved their cohesion. In addition to this, it provided them a chance to associate with responsible tourism activities through participatory approach. The local-self-government, District Kudumbashree Mission, NGOs, social workers and the tourism industry etc. worked together to take forward the economic, social and environmental aspects of destination.
It was the whole district when the destination was selected for pilot intervention. Later, considering the complexities of vast operational area, pilot economic responsibility tasks has been suggested to limit within Vythiri cluster, encompassing a region including Vythiri, Kalpetta, Pozhuthana and Meppadi panchayaths. Samrudhi group is positioned here and Kudumbashree is associating with the move. The process has got a good beginning by sourcing available products and the supply is expected to be stabilized by the next tourism season.
Samrudhi group successfully started its operation in the destination from the very beginning. As a result of continuous discussions and meetings with hoteliers, Samrudhi developed a good rapport between industrial partners. Identification of farmers groups, production units and promotion of organic farming were carried out in the destination. As a result, several local producers came out with good interest in the implementation process. In the beginning, 12 items were supplied to two properties. Later it enhanced to 43 products and 10 properties. Price-fixing committee and quality committee were formed in Wayanad, which showcased there presence with impressive management of procurement supply mechanism. Now the total income of Samrudhi reached an amount Rs. 7,22,460.
Ethnic Food Corners
This was one of the model initiatives from Wayanad. RT Cell started two ethnic food corners near Edakkal Caves and in the premises of the Pookot Lake. This shop near Edakkal Caves was operated by tribal community in Wayanad and in Pookot Lake by Kudumbasree. The ethnic food corner at Edakkal, which offered tribal, ethnic and indigenous snacks, generated an income of Rs. 1.25 Lakhs within a month.
Now, 20 Kudumbashree units, 20 farmers and 10 handicraft makers are supplying their products through Samrudhi shop. The total revenue generated through Samrudhi was Rs.7,22,460/- from March 2009 to May 2010. More than 80% of this amount was distributed to the local people. There are ten major hotels and resorts associated with Samrudhi.
Social responsibility was one of the core areas in the implementation process. To make the interventions more creative, RT Cell prepared a festival calendar in connection with pilgrim centers, fairs and festivals, found out major social issues related to tourism, and made studies regarding safety issues, ethnic food and local cuisine, infrastructure gap assessment, preparation of code of conduct, identification of community-based tourism products, development of Wayanad souvenirs, destination directory, resource mapping, social survey, core destination survey and labour directory. For all these segments, the cell developed detailed reports and plans.
Destination Resource Directory
A Destination Directory has been prepared by RT cell Wayanad containing all major components and resources of Wayanad district. A thorough and detailed study was conducted by RT cell for preparing this directory. This was conducted by a comprehensive and grassroots-level resource mapping in the destination. This directory covered details like natural, cultural, historical, geographical, community etc.
Festival Calendar
In order to promote cultural tourism, RT Cell prepared a detailed festival calendar of major pilgrim centers in Wayanad. It contains information such as history, festivals, customs and rituals, temple arts etc. This helps the tourists to know more about the faith and worships of each community.
Souvenir Development
Souvenirs stimulate the development of local artisans, handcrafters and spice farmers, which gave a new facet to the destination. RT Cell has developed three types of souvenirs like spice kits, etching of Edakkal Caves and Coffee stump products. Now all these souvenirs are getting sold through the Samrudhi shop.
Visitor Management Plan for Edakkal Caves
Edakkal Caves - a fascinating pre-historic rock cave is one of the busiest locations in Wayanad. In order to manage the tourist inflow at Edakkal, RT Cell prepared an effective Visitor Management Plan to ensure the dense destination more comfortable to travelers.
Village Life Experience at Wayanad
 To enjoy the unexplored village life of Wayanad, two packages were introduced by RT Cell. And these were named - Road to the Fragrant Hill & Journey to the Soul of Nature. Road to the Fragrant Hill was developed in Sugandhagiri in Pozhuthana Grama Panchayath. It reveals the traditional art of living by showcasing locally available resources like bamboo, clay and theruva grass.
 Journey to the Soul of Nature is at Karimkutty, Kottathara Grama Panchayath. This package offers the royal culture of Kurichias, the warriors of Pazhassi Raja. In the joint family system here, we can see the uniqueness of their lifestyle, traditions, rituals, customs and indigenous agricultural and medicinal practices. Another attraction of this package is silkworm production centre, which showcases the different stages of silk production and plantations like coffee, areca nut, coconut, plantain, ginger, turmeric, pepper, nutmeg etc. Another major attraction is a fish pond, which offers an interesting experience in traditional fish catching.
Through these packages, tourists get an opportunity to interact with local farmers, kids, traditional medicinal practitioners etc. These unique packages offer rare experience and fascinating ambience of villages here and also distribute the benefits of tourism to the local community.
In addition to this, RT Cell conducted detailed surveys like Social Survey and Core Destination Survey, which envisaged identifying the perception of local community and industry towards tourism. It also helped to identify the status of local community in the destination. Other studies like safety issues, code of conduct, brochure, audit social issues etc. were done by the cell.
Environmental Responsibility
Like other key responsibility areas, Environmental responsibility tasks have been strengthened by RT Cell in Wayanad. Clean Soochipara program, Control plastic pollution in Pookot Lake, Environment Survey, Street Light Survey and study on sacred groves are some of the key interventions by the Cell.
Clean Soochipara
 Soochipara is one of the fascinating and forceful water falls in Wayanad. The initiative identified the problem of plastic pollution, which threatens the quality of the water fall, nature and its premises. As part of the environmental responsibility tasks, RT Cell organized a mass awareness and cleaning program in Soochippara with the support of Tourism club.
Pookot Lake
Pookot Lake is a fresh water lake in Wayanad, which attracts large number of tourists every year. The environment of Pookot Lake faced the similar problem as that of Soochippara in terms of plastic pollution. Responsible Tourism initiated awareness campaigns and cleaning program in this location provided a solution to this issue.
Environmental Survey
RT cell conducted an Environmental survey at 17 properties in Wayanad, which provided the details of basic information, environmental policies and energy management practices of hotels and resorts.
Streetlight Survey
To measure the efficiency of streetlights in Vythiri Panchayath, RT Cell conducted a survey about the efficiency of streetlights in the area and a report had been submitted to the Panchayath. In the light of the report, Panchayath initiated necessary action.
Study on Sacred Groves
 Sacred groves are patches of natural vegetation surviving in the man-modified landscapes. They deserve preservation, because of its unique character and bio-diversity enrichment. In this background, a study was conducted, which covered all the sacred groves in the intervention area.
Kovalam
The workshop at Kovalam was held on 8th May 2000. All the stakeholders including tourism industry partners (hoteliers, restaurant operators, tour operators, travel agents, home-stay operators, souvenir shop owners, various agencies offering tourism products etc.), representatives from local-self-governments, people's representatives, NGOs / CSOs, government officials, academicians, media etc. were invited for the workshop.
The workshop was divided into three sessions; Inaugural session including the introduction of the theme of the workshop; Group discussion on Economic, Social and Environmental Responsibility and Presentation of the findings of the groups followed by inter-group discussion, signing of undertaking by the willing hoteliers to associate with the RT initiative and formation of Destination Level Responsible Tourism Committee (DLRTC) to take the initiative forward
To take this initiative forward at the destinations an important decision was taken to form a Destination Level Responsible Tourism Committee (DLRTC) which will comprehensively supervise and implement the Responsible Tourism program for Kovalam. The DLRTC has Sri. Pannyan Ravindran M.P., Sri. George Merzier M.L.A., Sri. Anavur Nagappan, District Panchayath President, Smt. Anitha, Block Panchayath President as patrons and the Grama Panchayath President as Chairman. The Secretary, DTPC will be the convenor and all the participants representing local-self- government, cultural organizations, Institutions, NGOs, Media, Kudumbashree etc. are the members of the DLRTC
Zero Tolerance Campaign
 This was a campaign against child sex abuse in Kovalam under the banner of Responsible Tourism. This was planned only after looking into the real situation, sources and causes of this social evil. This issue was raised as one of the crucial problems in Kovalam. In order to address this issue and take necessary precautions, the RT Cell gained support from N.G.Os and concerned institutions. 'Be a guard of angel' was the theme of this campaign. The poster, leaflets and door hangers etc. were placed at all properties in Kovalam. RT cell made a strict follow up in this movement and ensured that all the properties placed these materials in proper places.
A model - Karthika Festival
 Karthika festival was one of the successful efforts by the RT cell in Kovalam. It was the apparent evidence of the participation of all stakeholders and it grabbed wide media coverage. The governance of local-self-government, active participation of Kudumbsree and community members and better efforts of industry were evident from this event.
This program was organized by the leadership of RT cell and well supported by Kudumbasree. Industry supported this initiative by providing sponsorship. Every lamp lit represented the industrial partners, which added colour to the festival of lights. These lamps were placed in well cut parts of the stem of plantain. It gave a new outlook and energy to the members of Kudumbsree. This one-day event helped in a business for an amount of Rs. 29,000 to the group.
Labor Directory
To boost local employment in tourism sector, RT cell collected details of labors in various sectors at Kovalam. It anticipated ensuring the availability of experts and professionals in various fields as per the needs.
Village Life Experience Packages
 Beyond the beach - full day tour and Lake and Life, a half-day tour are the two Village Life Experience (VLE) packages in Kovalam. VLE packages are crafted and executed by the Kerala Tourism Department as part of its most innovative and far-reaching concept of Responsible Tourism (RT). Branded as Village Life Experience packages, this aims at creating new dimensions to the existing tourism practices, and aims at a 'meaningful and mutually beneficial tourism' where the visitor and the host community are assured of a close interaction. The Village Life Experience packages were first conceptualized in Kovalam as part of the social responsibility initiatives. As the name indicates, Village Life Experience packages are intended to guide the tourists through the less-travelled but the most attractive hinterlands of villages and thus aim at distributing the benefits generated from tourism to the advantage of the community.
 The Village Life Experience packages have been designed based on the traditional livelihoods, culture and lifestyle of the destination. Abbreviated as VLE Packages,  the highlight of the packages are that the maximum share of the revenue generated goes to the community. The base price of packages has been designed, so as to provide nearly 65-70% of the benefits to the local community hosts, who partner with each package. VLE has been developed with the objective of encouraging the local community to continue with their traditional livelihood activities, honor local talents and reap additional income from tourism as a supplementary activity.
The package aims at enabling local communities to introduce visitors / tourists to experience these diverse activities in an authentic manner in rural ambience. In order to promote and market the packages for the tourists and the tourism industry, innovative marketing strategies are most essential.
Benefit distribution plan of Kovalam is shown in the table below.
| Sl. No. |
Particulars |
Rs. |
| 1 |
Flower Shop |
50 |
| 2 |
Coconut Leaves |
50 |
| 3 |
Coir Society |
50 |
| 4 |
Zero Waste |
100 |
| 5 |
Kindergarten |
50 |
| 6 |
Blacksmith |
50 |
| 7 |
Lobster |
150 |
| 8 |
Kalari |
500 |
| 9 |
Lunch |
100 |
| 10 |
Poornima |
150 |
| 11 |
Handloom |
100 |
| 12 |
Fishing |
200 |
| 13 |
Vehicle |
1500 |
| 14 |
Tender coconut |
100 |
| 15 |
Guide fee |
300 |
| 16 |
Miscellaneous |
500 |
Destination Development Plan - Kovalam
Environmental survey at hotels, social survey, core survey, replacing plastic carry bags by paper bags etc. were organized by the Kovalam destination.
Thekkady
The workshop at Thekkady was held on 23rd June 2007 at The Periyar House. All the stakeholders including tourism industry partners (hoteliers, restaurant operators, tour operators, travel agents, home-stay operators, souvenir shop owners, various agencies offering tourism products etc.), representatives from local-self-governments, people's representatives, NGOs / CSOs, government officials, academicians, media etc. were invited to the workshop.
The inaugural session was presided by Sri. Sanjay Kaul I.A.S., Director, Kerala Tourism. Kumily Panchayath President Sri. M.S. Vasu welcomed the gathering. Dr. Venu V.. I.A.S., Secretary, Kerala Tourism presented the theme - Responsible Tourism. Smt. Sarada Muraleedharan I.A.S., Director of Kudumbasree (Local-self-help-groups of women) briefed the present scenario of Kudumbasree movement and its role in the development of local economy, women empowerment, poverty eradication, environment protection etc. Sri. U.V.Jose, Additional Director, (Planning and Projects), Department of Tourism briefly explained the proceedings of the workshop. The participants included Sri. T.P. Narayanan Kutty, I.F.S., Director, Eco-Tourism, Sri. B.Vijayakumar, Principal, KITTS, Sri. Jagajeevan, Programme Officer, Kudumbashree and others. The group discussion on economic responsibility was moderated by Dr.B.Vijayakumar, Principal, KITTS. Discussion on environmental and social responsibility was moderated by Sri. T.P.Narayanankutty, Director, Eco-Tourism and Sri. Jagajeevan, Kudumbasree respectively.
To take this initiative further forward at Thekkady, an important decision was taken to form a Destination Level Responsible Tourism Committee (DLRTC), which will comprehensively supervise and implement the Responsible Tourism programme for Thekkady. The DLRTC has M.P., M.L.A., District Panchayath President, Block Panchayath President, as patrons and the Grama Panchayath President as Chairman. The Secretary, DTPC will be the convenor and all the participants representing local-self-government, cultural organizations, Institutions, NGOs, Media, Kudumbasree etc. are the members of the DLRTC. The Secretary, DTPC thanked all the participants for their active participation in the workshop. The workshop came to an end at 2.30 pm.
The process started by activating a Samrudhi group and opening an RT shop at Kumily. The procurement-supply is ongoing with available produces. But here the Tamilnadu market has got a high influence in rate and quality. But the system is striving its best, to sustain value additions and quality enhancements. More efforts are needed to stabilize and coordinate the production sector as well as local procurement made more effective considering the high range features of the region.
Kerala Cafe at Thekkady
This is a snack parlor operated by the tribal communities in Thekkady. A group of five women got placed in club Mahindra Resort in Thekkady under the initiative of RT Destination Cell. The group started a Kerala Tea Shop, which prepared and provided traditional Kerala snacks to the guests. The working hour of the shop is from 3.00 p.m. to 6.00 pm.
Village Life Experience Package
 As part of the Social Responsibility, the RT cell launched Village Life experience package in Thekkady. This package is fully operated by a tribal community in Thekkady. It helps the tourist to know more about the village life in the destination and it also offers the tourist to experience the traditional lifestyle of the tribes in the destination. This package has thirteen activities.
- Traditional flower garland making
- Weaving of Panampu / Muram
- Fishnet stitching
- Bamboo curtain making
- Weaving of Kanadi Paya
- Traditional Kovil (temple) visit
- Traditional tribal food making
- Bamboo handicraft unit visit
- Garden visit
- Bee-keeping unit visit
- Tribal Anganvadi / nursery school visit
- Demonstration and playing of Paliyakoothu musical Instruments
- Paliyakudi Mariyamman Kovil visit. The Traditional Paliyakoothu is also included in the package as an optional activity.
Clean Kumily Green Kumily
'Clean Kumily, Green Kumily' was a massive awareness as well as cleaning program organized by the Kumily Grama Panchayath. Responsible Tourism provided good moral support to this initiative by participating in campaigns, organizing meetings and coordinating cleaning programs.
While Social responsibility part being strategized; it was the local community that took a lead role and thus community initiatives were given prominence in this sector along with other benchmark areas like: Management of tourism-related social issues, Safety management, Visitors' management, Local resource management, Souvenir, Local art and culture, Ethnic food, Health management, Local infrastructure, capacity building, Information of the destination, Character of destination etc.
A comprehensive resource mapping of Thekkady destination has been accomplished and a Destination Resource Directory is being prepared based on that. The Directory is inclusive of: Destination profile, Socio-economic status, Tourism potentials and resources (Mapping), Tourism infrastructure of the destination, Social Issues related to tourism, Festival calendar, Local cuisines, CBT products, Ethnic life and Culture etc.
Other areas of work in relation to Social Responsibility are: (a) Village Life experience (Community tourism initiatives have evolved at the destination with operational systems and structures); (b) Community feedback survey on tourism; (c) Core Destination Community (Quality of Life) Survey etc.
Conclusion
The experience of implementing responsible tourism initiatives in Kerala invariably proves the capability of the local-self-government to effectively use tourism for social, economic and environmental-empowerment in a destination. The grama panchayats have efficiently used the Responsible Tourism initiatives to make into reality a positive and meaningful involvement of the local community in the tourism industry of the destination, through which it has brought about local economic empowerment, especially to the women community.
Responsible Tourism - the first ever initiative in India produced significant outputs at destinations in terms of enhanced cultivation and community participation. These contributions are especially notable in the present scenario, were leading tourism destinations are finding it difficult to balance their growth in tourism activities and retain their tradition livelihoods, culture and heritage; most of which are undoubtedly the hallmarks of individual destinations. This has been made possible by the long term vision and timely intervention by the Department of Tourism, Government of Kerala, which formulated the project in line with the latest international trend in the tourism sector.
Considering the success of Responsible Tourism in destinations and the lead position that Kerala enjoys in the global tourism market, this initiative could be replicated in all leading tourism destinations to ensure sustainability of tourism development efforts adopted by Kerala. |
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