Responsible Tourism InitiativeKerala

A Responsible Journey

A Case Study

IntroductionKerala, situated in the southern part of Peninsular India, is widely known for its salubrious climate, backwaters, Ayurveda, splendid beaches as well as its rich history and heritage. The abundant natural and cultural wealth, along with its educated and hospitable people, forms the basis of the State’s vibrant tourism industry. Realising the tremendous potential of tourism, the development paradigms and the need for promoting it along sustainable lines, an action programme for practising Responsible Tourism (RT) was developed in 2007 involving elected representatives, NGOs, policymakers, industry practitioners, community leaders, social activists, environmentalists, media persons, academicians and other tourism stakeholders. It was decided to practise RT by giving due weightage to social, economic and environmental aspects, with the cooperation and support of all the stakeholders in the tourism business.

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.

The preparatory stage of the first phase involved scientific assessment of the daily requirements of hotels, resorts, accommodation establishments and other service providers in tourism. Concurrently, a tourism resource mapping of the locality was done to identify areas where the community can get suitably involved in the tourism business. This was followed by a sensitisation programme for the local community and industry to accept and practise RT in the larger interest of the society, tourists and tourism business. By initiating a participatory approach in tourism, RT was able to create better places for people to live in and visit. In the coming pages, we retrace our steps to take a look at the eight years of Kerala’s responsible tourism journey – a journey that reimagined Kerala by benefiting the local community and redefined the concept of tourism as a whole.

Benefit s to SocietyThe RT initiative rightly addressed the social responsibilities of the tourism sector, using inputs from tourism resource mapping and database regarding the daily requirements of hotels/resorts in the pilot destinations. Based on this information, viable micro/small enterprises related to agriculture, fishing, food processing, service delivery etc. were designed, and the local community members were empowered through capacity building programmes to take a pro-active role in the production and marketing of their products to the tourism industry. From a social point of view, programmes were designed and implemented to promote art and culture, souvenir making and Village Life Experience (VLE) packages. Capacity building programmes for the marginalised, particularly women, were also launched. On the environmental front, steps were taken for the efficient management of waste, protection of mangroves and reconversion of fallow lands to arable lands. The RT initiatives thus helped to promote the benefits of tourism to the local community, improve their well-being and generate greater economic benefits, all the while enhancing the visitor experience.

Economic Benefit sWith a view to provide economic benefits to those hitherto excluded from the tourism sector, suitable programmes were designed to promote local production, focusing on agriculture and traditional industries. An array of microenterprises were started, mainly focusing on food processing and value-added products. This exercise was not only confined to production, but extended to areas like procurement and supply too. However, this novel venture, when implemented, faced several operational difficulties. To address these issues, feasible solutions were adopted with the stakeholders’ participation, which ultimately resulted in regulating the system with well-defined roles and responsibilities. Through this process, Kerala succeeded in extending economic benefits to more than 6,000 people in 1,570 families. The major initiatives and systems developed in this connection are briefly discussed below:

Formation of Production GroupsA preliminary assessment of the daily requirements of hotels/resorts at the destinations revealed that there was a regular demand from hotels for locally produced goods, which was often catered to by outside agencies. Identifying the potential of the local community to be a part of the economic activities related to the operations of the hotels/resorts, a production system was designed and implemented to ensure the consistent supply of products. Accordingly, new production groups were formed in addition to the existing Kudumbashree groups of the State Poverty Alleviation Mission. Farmers groups were also established, and households were encouraged to do homestead farming. Along with these, microenterprises were also set up to supply products like curry powders, flour, meat, fish, candle, chappathi, pappad etc. to hotels/resorts, which ultimately brought a host of benefits to the local communities in the various tourism destinations.

Formation of Supply GroupsSupply groups called ‘Samrudhi’ were formed along with production groups to ensure regular supply of products to hotels/resorts, under the leadership of Local Self-Governments. As a result, hoteliers began to source produce locally and signed an agreement with ‘Samrudhi’ (local procurement and supply unit) to purchase perishable and non-perishable commodities. The excess produce is given to the local market through outlets.

Inst itutional MechanismIn order to ensure sustained operation of the supply procurement system and to effectively address various issues, a Price Committee and a Quality Assurance Committee were established.

Constitution of Price CommitteeBefore the implementation of the RT initiative, the hotels/resorts followed a centralized purchasing system in which the product price was fixed at least six months in advance. The local community was not in a position to supply products at a fixed price, like the commercial operators, as they were not pursuing agriculture on a purely commercial basis. Through discussions with accommodation units, a consensus was reached to review the market price of agricultural products and fix a price for local products that is agreeable to both the local farmers and the hotels. Accordingly, Price Committees were constituted with the President of Local Self-Government as Chairman and representatives from hotels/resorts, farmers and Department of Tourism as members. The committee meets periodically to review and fix the price of the products.

Constitution of Quality Assurance CommitteeTo address the issues that are likely to arise in connection with the quality and standards of the supply-procurement system, a Quality Assurance Committee was constituted. The President of the Local Self-Government acted as the Chairman of the committee with chefs of hotels/resorts, health inspectors, veterinary surgeons, agriculture officers, and representatives of farmers and the Department of Tourism as members. The committee ensures the quality of the products sourced from the host community and encourages the accommodation units to purchase locally produced goods.

Social BenefitConserving the social and cultural aspects of a destination is integral to tourism development. Hence, steps have been taken to ensure conservation of art and culture as well as to provide skill development programmes for the local community members. To enable the local community to utilize the job opportunities and to develop tourism entrepreneurship, a number of training programmes have been launched. The training programmes covers manners and etiquettes for auto, taxi and boat drivers, as well as food production, candle making, pappad making, glass painting, life guarding, escorting, guiding, souvenir making etc. A total number of 1206 people have been trained so far as part of the initiative. Details of social benefits are given in Annexure I.

Art and Cultural Promotion Detailed studies have been conducted to identify the local art and culture of the destinations. Based on this, several cultural groups were formed within the local community. Exclusive women cultural groups were formed for traditional art performances like ‘Thiruvathira’ and ‘Kolkali’. A children’s group was formed to perform ‘Singari Melam’ at Kumarakom. For promoting local art forms like “Paniakali,” “Vattakali,” and “Kolkali,” separate groups were formed at Wayanad. These groups give dance performances in hotels and the participants are paid remuneration.

Souvenir MakingSkilled handicraft makers were identified from the various destinations and skill development programmes were conducted to develop local souvenirs. As part of the project, souvenirs were made from different materials like wood, coconut shell, paper, coir and clay. Today, there are artisans who earn more than 3000 USD per month by selling their products to the tourism industry. Most of the hotels/resorts showcase products developed by local artisans in their premises.

Village Life Experience (VLE) PackagesVillage Life Experience is an innovative package developed by the RT initiative to showcase rural life and sustain the traditional occupations in the destinations. Under this initiative, conducted tours are offered for tourists, giving them an authentic experience of Kerala’s village life. Tourists are given the chance to visit fish farms, vegetable and fruit farms, and to learn more about coconut leaf weaving, broomstick making, screw pine weaving and traditional fishing techniques like bow and arrow fishing, net fishing etc. The average cost for a half-day trip is 15 USD. The money earned is equally divided among the villagers who participate in the tour. Training programmes on tourism products, manners and etiquette were provided to local community members in order to develop the package further. The local community members were also trained as guides.

Samrudhi Ethnic Food RestaurantOne of the major issues faced at the pilot destinations was the lack of quality restaurants serving traditional food at reasonable rates. As part of the RT initiative, Samrudhi, an ethnic food restaurant, was established to identify the traditional and authentic foods in the destinations. The restaurant, managed by Kudumbashree (State Poverty Alleviation Mission) members, was initiated in 2011 with an investment capital of 0.3 million rupees. Special training was provided to members of Samrudhi on microenterprise development, accounting, and aspects of food safety and hygiene. Samrudhi has become a major eatery for tourists and has made business worth 10 million rupees in the last five years.

Labour Directory A labour directory was prepared featuring unemployed professionals and skilled/unskilled labourers in the various destinations. The labour directory facilitated the industry to easily identify suitable candidates for different jobs.

Environmental Benefits

One of the major challenges faced by the destinations involved environmental issues and problems such as waste management, land use change, pollution, threat to flora and fauna etc.

The major activities that were undertaken to address these issues include:

Waste ManagementAwareness campaigns, sanitation campaigns and cleanliness drives for the public and stakeholders were conducted based on surveys done in the destinations. Household and industry surveys were conducted to identify the average waste generated daily. Based on these surveys, biogas plants and pipe composts were supplied to households and industry on subsidised rates. Collection mechanisms for non-biodegradable waste were implemented, and awareness campaigns were launched for the general public including the Grama Panchayat and Kudumbashree members, to address the issue of plastic waste. Steps were taken to promote alternative materials like paper, cloth bags, areca nut products, bamboo and screw pine products, by giving training to local community members.

Protection of Mangroves and Local TreesMangroves play an important role in the protection of backwater ecosystems. However, unfortunately, a large proportion of mangroves have been destroyed by tourism and related activities. In order to address this issue, awareness campaigns were conducted in various platforms of RT with the help of a mangrove protection activist named Kandalammachi. About 1600 seeds of mangroves were distributed to resort owners and local community members to be planted near the backwater front and to Kudumbashree for planting them at public places near the water bodies. Concurrently, planting of local species of trees like mango, jackfruit tree etc. were also undertaken at various destinations.

Reconversion of Fallow Land to Cult ivable LandAlthough the traditional occupation of the local community is farming, many landowners were keeping the land fallow with the aim of selling it for tourism development. Based on detailed studies conducted in various destinations, fallow lands and uncultivated lands were identified and revived. With the help of Kudumbashree units, 55 acres of fallow land was converted into cultivable paddy fields in Kumarakom. In the same manner, a fallow land of 30 acres, under the ownership of a church, was reconverted into a cultivable land by Kudumbashree.

Role of IndustryThe tourism industry plays a decisive role in strengthening and promoting the RT initiative. The micro/small/medium enterprises established within the communities, and the initiatives taken in the social and economic fronts, could only be sustained with the support of the industry players. Hence, steps were taken to incorporate RT activities in the industry’s operations by suitably designing a framework. The classification criteria developed by the initiative, based on the Global Tourism Council Criteria, ensured the commitment of hotels and resorts on socio-economic and environmental fronts.

The Classification Criteria broadly encompassed two segments. While one segment enabled the property owners to design and implement programmes, which ensure their commitment to the society, economy and environment, the other tried to link community activities with industry operations and helps the community to sustain its role in the tourism business. This necessitated periodical assessment of various activities of the property to examine whether there was any deviation from sustainable practices.

A detailed checklist of activities that are applicable to hotels and resorts was prepared and brought under three heads – socio-cultural, economic, and environmental. Activities that are expected to be initiated/supported by property owners are clearly spelt out under each head and are assigned credit points. The maximum total score was fixed as 500, and the minimum essential requirement for being classified was fixed as 50% of the total score.

However, a separate minimum was also fixed for each segment as shown below:

Table 1. Distribution of Scores for RT Classification

RT Triple Bottom Line Total Score Minimum RequirementSocio-cultural 100 40Economic 200 80Environmental 200 80Total 500 250Even though the minimum requirement in each subhead has been kept as 40%, the overall minimum is retained as 50%.Classifications Total ScoresDiamond 400-500Gold 300-399Silver 250-299

The details of the individual criteria in each segment and the corresponding scores are given in Annexure II. It was also decided to extend the classification only to those properties that are maintaining basic standards equivalent to 3 star classification of hotels and resorts provided by the Ministry of Tourism, Government of India.

A comprehensive awareness programme, on the roles and responsibilities of hotels and resorts for promoting sustainable tourism development, was provided to all the property owners in the State. To bring more properties into the ambit of the RT initiative, the Government has linked subsidies and incentives to various parameters that will protect the environment, heritage, culture and economic interests of the local community.

Agenda 9 – The CSR Charter Imbibing the principles of Responsible Tourism, Kerala Travel Mart (KTM) Society - the premier forum of all tourism service providers in the State including hotels, resorts, tour operators, travel agents, airlines, ayurveda centres, farmstays, homestays, houseboats, organisations promoting eco/adventure/culinary tourism, speciality hospitals etc. - has adopted Agenda 9 – The CSR charter. The CSR charter outlines the following objectives:

• Shall undertake solid and liquid waste management in our establishment and partner with the local body for the waste management initiatives at the destinations

• Shall plant trees within our establishment and associate with growing trees at the destinations

• Shall reduce water usage and conserve water through rainwater harvesting and recycling

• Shall promote organic agriculture and encourage using organic produce

• Shall reduce energy consumption by using energy from renewable resources, energy efficient lights and equipments

• Shall reduce the use of plastics

• Shall do local procurement, wherever possible, and encourage local produce

• Shall create livelihood opportunities for the local community

• Shall promote local arts, crafts and cuisines

The adoption of CSR charter stands as a testimony to the acceptance of Responsible Tourism by the industry.

Moving AheadResponsible Tourism opened up a world of infinite possibilities to the local populace of the State. It has now become the cornerstone of all tourism activities in Kerala and is also the way ahead for the State in sustaining the land for the future. Enthused by the overwhelming acceptance of the RT initiative, the Department of Tourism is moving ahead by designing new programmes to be implemented in destinations across the State. The initiatives aim to transform each and every destination in the State into a better place for people to visit and live in.

To begin with, a 10–point action programme called “Green Carpet” was developed in 2016 covering all aspects that have a direct or indirect bearing on the visitor to a destination.

The action programme includes the following:

• Clean and hygienic environment with a scientific system for collection and management of solid waste

• Well-maintained public toilets

• Improved accessibility and well-maintained lighting system, pathways, signage, tourist facilities and equipment

• Safe drinking water and food

• Adoption of green principles and shift towards carbon neutrality

• Safety and security arrangements along with contingency response system

• Facilities for authentic information, feedback and complaint redressal system

• Trained and responsible staff, volunteers and service providers with distinguishable name badges

• Community participation in development, operation and management

• Designated Destination Managers for effective co-operation and management

The Green Carpet initiative aims to build a sustainable destination management system, through participations and partnerships. The enlisted programmes are expected to be carried out in a participatory mode through the voluntary co-operation of all stakeholders across the State. One of the first steps towards developing a classification system for tourism destinations in the State, the Green Carpet initiative’s ultimate objective is to set quality standards that enable each and every stakeholder in tourism business to act in a responsible manner.

The Green Carpet initiative was launched in 79 select destinations across the State and is in the process of developing them into Responsible Tourism destinations. The State will soon devise a classification system for destinations based on the ten- point charter of the Green Carpet initiative. With added confidence gained from international awards and recognitions for the RT initiative in Kerala, the Government of Kerala is all set to bring the entire State under the concept of Responsible Tourism.

Details of awards and recognitions for the RT initiative is given in Annexure III. The Kerala RT experience undoubtedly proved that sustainable development is not a mantra to recite, but a concept that can be adopted and practised in tourism sector across the world.

Annexure I. Socio-economic Benefits of RT Initiative in Kerala Sl. No.

Destination Revenue

(USD)

Families Benefited

Community Members Trained

VLE Packages

No. of Packages

No. of Tourists

1 Thekkady 824787 302 253 3 26

2 Kumarakom 578255 285 646 579 1658

3 Wayanad 167046 569 122 45 331

4 Kovalam 106272 283 45 25 62

5 Bekal 14981 71 80 28 73

6 Kumbalangi 18043 60 60 0 0

  Total 1709382 1570 1206 665 2150

Annexure II. RT Classification Criteria of Hotels/Resorts

Socio-cultural Responsibility 100

1.1 Ensuring access to public spaces 101.1.1 Land procurement and development has not

prevented local residents from accessing public areas like beaches, lakeshores, riverbanks etc.

Yes 10

1.2 Considering People with Special Needs 201.2.1 The business has ensured that facilities and

services are accessible to people with special needs More than 10% rooms or more

7.5

5% rooms 51.2.2 Level of accessibility is clearly communicated

to the customer Yes 5

1.2.3 Employment to people with disability >3 7.52 - 3 51 3

1.3 Code of Conduct for Management, Staff and Visitors 51.3.1 Code of conduct for management, staff and visitors

are available on the significance of local culture and sensitivities of indigenous and local communities/ environment, and is well documented and integrated into operation

Yes 5

1.4 Policy Against Child Abuse 101.4.1 Written anti-child abuse policy exists in the company Yes 31.4.2 Display information on existence of anti-child abuse

policyYes 7

1.5 Efforts on Women Employment 251.5.1 Percentage of women on staff (management and

non-management)>33% 2515 - 33% 15<15% 0

1.6 Promotion of Local Art and Culture 251.6.1 Efforts taken in promoting local festivals and cultural

events and events organised by local organisations through (1) website (2) front office

Both 5Any one 3

1.6.2 Promotion of Village Life Experience Packages benefiting local community annually 1. Inclusion in promotional materials 2. Display boards on VLE at premises 3. Offering VLE packages for guests

1 5

1.6.3 Encouraging and promoting local cuisine by including it in the menu for (1) Main Meal (2) Breakfast

Both 5Any one 3

1.7 Attempts to develop and promote local souvenirs 51.7.1 Number of local enterprises supported in developing

local souvenirs 2 Nos or more 2.51 No. 1

1.7.2 Provision of exclusive souvenir shop for promoting local souvenirs

Yes 2.5Total 100

Economic Responsibility 2002.1 Local Employment 602.1.1 Percentage of local employees on staff (management and

non-management) from within the block panchayat>30% 3020 - 30% 1510 - 20% 10

2.1.2 Percentage of employees on staff (management and non-management) from within the same district

>50% 2030 - 50% 1520 - 30% 1010 - 20% 5

2.1.3 Percentage of employees on staff (management and non-management) from within the State

>30% 1020 -3 0% 7.510 - 20% 5

2.2 Purchase of Local Goods and Services 752.2.1 Availability of a checklist of local goods, services and

contract services with sufficient quality, and utilises it as much as possible

Yes 5

2.2.2 Percentage of purchases of daily consumables from local providers

>30% 4020 - 30% 3010 - 20% 20

2.2.3 Number of services availed from local providers from those available in the checklist during a month

>30 Nos. 3020 - 30 Nos. 2010 - 20 Nos. 10

2.3 Support for Local Small Entrepreneurs 102.3.1 Provision given to local artisans and small enterprises

within the premisesYes 10

2.4 Wages, staff welfare and legal protection 152.4.1 Salaries and benefits meet the minimum wages

prescribed legally (proof)Yes 5

2.4.2 Employees on roll are covered under statutory provisions of ESI and PF

Yes 5

2.4.3 Facilities provided for staff (1) Staff uniform allowance (2) Staff recreation (3) Family health care

All three 5Any two 3Any one 2

2.5 Economic benefits through Corporate Social Responsibility

40

2.5.1 The business voluntarily undertakes socially relevant initiatives and/or protection of natural, cultural or built heritage sites- No. of cases

> 8 Nos. 405 - 7 Nos. 251 - 5 Nos. 10Total 200

Environmental Responsibility 2003.1 Sustainable Siting and Design 253.1.1 Buildings in conjunction with natural landscape (photos

of landscape profile before and after construction) (1) Structures merge well with the existing landscape(2) Contour designs have been used and earth movements minimised (3) Water courses have not been altered for construction (4) Vegetation disturbance have been minimised and restored with native vegetation

All four 10Any three 7.5Any two 5Any one 2.5

3.1.2 Gardens, green areas, golf courses and sporting fields use native vegetation where possible or grasses that are adapted to the local climate Yes 5

3.1.3 New buildings reflect regional architectural, vernacular and include regional art or crafts Yes 5

3.1.4 Existing structures have been adapted where possible Yes 53.2 Locally Appropriate Principles of Sustainable

Construction 103.2.1 Buildings use regional construction materials, as long as

these are obtained sustainably (which materials; sources indicated) Yes 10

3.3 Energy Conservation 303.3.1 Percentage of total energy from renewable sources >20% 10

10 - 20% 7.55 - 10% 5

3.3.2 % use of automated energy saving devices (key cards, sensors)

>60% 7.540 - 60% 5

3.3.3 % use of LEDs >60% 7.540 - 60% 5

3.3.4 Conduct of energy audits Yes 2.53.3.5 Communication measures to conserve energy Yes 2.53.4 Water Conservation 303.4.1 Water management and conservation programme exists Yes 53.4.2 Facility for rainwater harvesting Yes 10

3.4.3 % of water recycled >50% 1025 - 50% 7.510 - 25% 5

3.4.4 Communication measures to conserve water Yes 53.5 Waste Management 603.5.1 Any approved scientific waste water treatment mechanism

exists and is working properly   203.5.3 Presence of an integrated scientific solid waste

management system that functions effectivelySegregation, recycle and reuse within the campus 20Segregation and disposal through local arrangement 15Disposal through local arrangement 5

3.6 Adoption of Green Principles 453.6.1 Initiatives undertaken to mitigate climate change by

reducing greenhouse gas emissions and creation of awareness

(1) Tree planting within the compound(2) Tree planting and protection in nearby areas (3) Participation in public environmental programme(4) Publication of environmental booklets(5) Availing carbon credit (6) Celebration of environment day

1 52 53 2.54 55 56 2.5

3.6.2 Eco-friendly practices (1) Prohibition of plastic bags and bottles (2) Usage of paper bags (3) Practice on taking back the plastic bags/bottles where use of plastic is not prohibited (4) Written policy in minimising printing (5) Encouraging group travel (6) Promoting organic products (7) Use of soap, shampoo dispensers etc. in the bathroom

1 52 2.53 2.54 2.55 2.56 2.57 2.5

    Total 200

Sl. No.

Award Period Category Recipient

1 National Tourism Award 2007-08 Best Responsible Tourism Project

Department of Tourism, Kerala

2 National Tourism Award 2008-09 Best Responsible Tourism Project

Kumarakom Responsible Tourism Initiative, Kerala

3 PATA Grand Award 2011 Environment Destination Kumarakom, Kerala Tourism

4 National Tourism Award 2011-12 Best Rural Tourism Project

Rural Tourism Project at Kumarakom, Kerala

5 National Tourism Award 2012-13 Best Civic Management of a Tourist Destination (Category C City)

Kumarakom Grama Panchayat, Kerala

6 UNWTO Ulysses Award 2013 Innovation in Public Policy and Governance

Responsible Tourism Project at Kumarakom, Department of Tourism, Kerala

7 PATA Gold Award 2014 Corporate Social Responsibility

Kumarakom Responsible Tourism, Kerala Tourism

8 National Tourism Award 2013-14 Best Responsible Tourism Project

Thekkady Responsible Tourism Initiative, Kerala

9 PATA CEO Challenge Award

2015 Second Tier and Third Tier Towns/ Cities

Thekkady

10 National Tourism Award 2014-15 Best Responsible Tourism Project

Wayanad Responsible Tourism Initiative, Kerala

Annexure III. Awards and Recognitions

Kerala Tourism Park View Thiruvananthapuram 695 033 Kerala India Phone: +91-471-2321132 Fax: 2322279 Email: info@keralatourism.org

www.keralatourism.org

www.rtkerala.com