On 27th September each year, the world pauses to celebrate World Tourism Day. A day to honour the tremendous transformative power of travel and tourism and the impact it has on the environment, society and culture of a land. A sector that many consider to be just a means to boost the economy is in fact much more. It is a force which can connect communities, drive empowerment and bring about inclusive growth and global transformations at the grassroots level.

A catalyst for social change, travel and tourism opens the world to endless opportunities and potential. This year the United Nations World Tourism Organisation (UNWTO) has chosen the theme "Tourism and Sustainable Transformation", emphasising how tourism must evolve to become greener, more inclusive, and more beneficial to local communities.

A pioneer in responsible tourism, Kerala has long recognised that sustainable tourism transformation is in every sense the call of the hour. It is a goal that is no longer optional but rather imperative and needs to be approached with careful strategic planning that is people-centric. This is why, over the years, Kerala has slowly but steadily shifted gears from conventional tourism models to a more inclusive and eco-conscious approach to tourism. The Responsible Tourism (RT) Mission initiatives by Kerala Tourism, for instance, focus on involving local communities to not just preserve cultural heritage and the environment but also to uplift the locals by promoting local products, village life experiences and other such sustainable initiatives.

Yet another such example is the Destination Adoption project launched by Kerala Tourism, which empowers local stakeholders to take up the upkeep and promotion of specific tourist spots. This not only ensures an optimum visitor experience but also increases accountability and a sense of ownership amongst the locals.

Such initiatives alongside digitalisation and innovative business models hold great promise, as the pillars of sustainable transformation rest on innovation, climate action, education and governance. On one hand is the importance and relevance of developing new technologies and business models to reduce carbon footprints and protect fragile ecosystems. On the other, is the urgency with which solid governance, education focused on skill development, and an increase in awareness and capacity building amidst all stakeholders, must be approached.

World Tourism Day is a call to action. A reminder to recalibrate and rethink how tourism is practised in the world around us, to tune in to the drawbacks to ensure that the future ahead is one of healing and nurturing. By aligning with the global vision of "Tourism and Sustainable Transformation", Kerala continues to evolve its strategies to remain future-ready.