1. Green Life India Solutions, Kochi
© Presentation Conceived and Designed by Paul V Mathew, Mob: +91-9745482028.
Kerala Experiences
LivelihoodSkill
Knowledge

2. Degeneration of cultural heritage and
social inequalities
Leakage of economic benefits to
outside region
Increasing environmental
impact
Inadequate local
benefits
Unregulated
development
Even when tourism brings large revenue into the state, the following issues
are disturbing factors:
The realizations had
opened more
schools of thought
in the sector which
are more prone to:
community friendly,
people oriented,
participatory and
sustainable with
more responsible
approaches.

3. Though the concept of Responsible Tourism was there
right from 1996, it was after the Capetown Declaration
that a detailed picture evolved.
World Tourism Organisation, then formulated a global
code of ethics, which stressed on the necessary changes
to take place in the nature of tourism and its impacts on
society.
Essence of these documents is that since tourism is
temporary visit to a local community, greater attention is
to be paid to ensure that it poses no threat to the local
community.
Moving towards Responsible Tourism

4. What benefits do the local community receive when a
tourist visits the place.
How does the tourism industry affects the
environment of a particular region.
How tourism influences our culture and social relations
ECONOMIC
ENVIRONMENTAL
SOCIAL
The Triple Bottom Line of RT

5. Responsible Tourism through conferences
•Minimizes negative economic, environmental, and
social impacts;
•Generates greater economic benefits for local people
and enhances the well-being of host communities,
improves working conditions and access to the
industry;
•Involves local people in decisions that affect their lives
and life chances;
•Makes positive contributions to the conservation of
natural and cultural heritage, to the maintenance of
the world's diversity;
•Provides more enjoyable experiences for tourists
through more meaningful connections with local
people, and a greater understanding of local cultural,
social and environmental issues; and
•Is culturally sensitive, engenders respect between
tourists and hosts, and builds local pride and
confidence.
Cape Town Declaration
defined Responsible Tourism
as having specific
characteristics
•Education and learning
•Campaigning and awareness raising
•Media
•Empowerment
•Taking responsibility for sustainable local
social and economic development
•Governance
•Multi-stakeholder processes
•Partnerships
•Community-based tourism
•Markets
•Disability and inclusion
•Commercial sustainability
•Environmental sustainability
•Monitoring, measurement and reporting
•Awards
The 2nd International
Conference came up with
broad recommendations
for actions in the specific
areas
Cape
Town
Declarat
ion
Kerala
Declarat
ion

6. Key Players at Tourism Destination
Community Industry
Place
Economic
Destination

7. Characteristics of Key Players
Place
• Natural/Built
Heritage
• Geographical
features
• Environment features
• Biodiversities
Industry
• Destination
Promotion &
Marketing
• Hospitality services
• Travel Tourism
Services
• Entertainments
• Events
Community
• Host Lifestyle
• Art & Culture
• Ethnicity
• Traditions

8. Kerala - The God’s Own Country

10. Implementing RT in Kerala

11. 1st Step
First Attempt of its kind in India:
State Level Consultation Workshop on
RT Concept and Implementation Framework
February 2007
at Kanakakkunnu Palace, Thiruvananthapuram

12. Kovalam
Beach
Kumarakom
Backwaters
Thekkady
Forest & Wildlife
Wayanad
Nature & Ethnic
life
RT - Pilot Destinations

13. Current Context Expected Output
Industry – Community
Conflict
Industry – Community Cordial
No Community Involvement
in Tourism
Active Community
Involvement in Tourism
Development
No economic benefit for
Local community
Generates economic benefit
for Local community
High Negative Impacts
towards Local life and
Culture
Minimised Negative impacts
towards Host life and Culture
Positive impacts unreached Enhanced Positive Impacts
Non-Participatory planning
and implementation
Participatory planning and
implementation
Lack of Systematic
Destination Planning
Systematic & Comprehensive
Destination Planning
Unscientific practices
damage environment
Scientific practices to
preserve environment and
biodiversities
Economic
Socio-cultural
Environm
ental
RESPONSIBLE
TOURISM

14. State Level RT Committee (SLRTC)
Executive Committee
Destination Level RT Committees (DLRTCs) Executive Committee
Kovalam Kumarakom Thekkady Wayanad
ECO
SOC
ENV ECO
SOC
ENV ECO
SOC
ENV
ECO
SOC
ENV
Economic
Working
Group
Social
Working
Group
Envrmnt
Working
Group
RT Organizational Structure - Kerala

15. Evolving a PPP Model
• Policy Initiatives and support at all levels
• Liaison for the RT initiatives among partners and stakeholders
Dept. of
Tourism/DTPC
• Lead role in field programme and Facilitate programme
coordination at grass roots
• Provide financial and institutional support through plan
schemes or linking to other sources
Local Bodies
• Purchase and promote local goods and services
• Integrate community activities and attractions to tour packages
• Provide platform for healthy linkages to benefit local community
• Adopt and promote healthy environment practices
Industry
• Active partner to coordinate production, procurement and
supply of local goods
• Build capacity of micro enterprises towards product
development/ diversification and value addition
Kudumbasree
• Preserve local culture, values and nature
• Enhance production of local goods and services
• Orient towards tourism friendly attitudes and practices
• Achieve capability to cater to the industry requirements
Local
Community

16. Facilitation
GITPAC Intl. is the Tourism Planning and Consultancy Division of Air Travel Enterprises
Positioning
RT Technical Support Unit
Dept. of Tourism has selected and positioned Great India Tourism Planners and
Consultants International (GITPAC Intl. ) for the management and coordination of
RT Initiatives Kerala Phase 1

17. G I T P A C I n t l . T o u r i s m P l a n n i n g & C o n s u l t a n c y D i v i s i o n o f A T E G r o u p o f C o m p a n i e s
Bench Mark Areas - Kerala

18. Economic
Reasonable business
practices
Support to small,
medium farmers/
producers and micro
enterprises
Develop quality products
that reflect, complement,
and enhance the
destination
Foster the development
of community-based
tourism products
Creation of value
addition for local
expertise and raw
materials
Platform for livelihood
activities /employment
for the local people in
the industry
Market tourism in ways
which reflect the natural,
cultural and social
integrity of the
destination
Promote those forms of
tourism where the
product itself focuses on
a local experience
Social Marketing

19. 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
Role of Media
Local
Community
sharing
Information of
the destination
Character of
destination
Social

20. Waste management
• Solid
• Liquid
Pollution prevention
Energy management
• Conservation measures
• Renewable resources
• Sensitizing guests
Land use
management
Water management
• Usage/Consumption
• Conservation
Environmental
conservation/
management
Conservation of
Biodiversity
Transportation
Environmental
Education Initiatives
Environment friendly
Purchase Policy
Environment

21. G I T P A C I n t l . T o u r i s m P l a n n i n g & C o n s u l t a n c y D i v i s i o n o f A T E G r o u p o f C o m p a n i e s
Kerala Initiatives – Steps for field interventions

22. Partners
•Convene State/Destination Level RT Committee and its functions
•Policy Initiatives and support at all levels
•Liaison for the RT initiatives among partners and stakeholders
Dept. of
Tourism/DTPC
• Lead role in field programme and Facilitate departmental/
organizational coordination at local level
• Provide financial and institutional support through plan schemes or
linking to other sources
Local Bodies
•Purchase and promote local goods and services
•Integrate community activities and attractions to tour packages
•Provide platform for healthy linkages to benefit local community
•Adopt and promote healthy environment practices
Industry
•Active partner to link the community with industry coordinating
production, procurement and supply of local goods
•Build capacity of micro enterprises towards product development/
diversification and value addition
Kudumbasree
•Preserve local culture, values and nature
•Enhance production of local goods and services
•Orient towards tourism friendly attitudes and practices
•Achieve capability to cater to the industry requirements
Local
Community

23. • Hold destination level meetings at selected destinations of
tourism industry, local self government, Kudumbasree, other
related government agencies, NGOs and local community
representatives and identify agreed industrial partners.
Step 1:
• Constitute Destination Level RT Committees (DLRTC) after the
destination level meeting.Step 2:
• To conduct industry surveys and survey of local resources
(Demand Vs Supply)Step 3:
• Sign agreements with hoteliers for local procurementStep 4:
Proposed Steps for Implementation after 1st SLRTC (20th April 2007)

24. There will be a regular demand from the hotels for the identified items.
Hotels are willing to purchase vegetables, milk, fruits, eggs and meat from local.
Specific arrangements have to be made for regular supply of quality items.
There is demand for organic products.
Proposed Steps for Implementation after 2nd SLRTC 10th August 2007
Demand Side
Supply Side
Kudumbashree has come up with supply plan at destinations

26. Kumarakom
Kumarakom

27. Kumarakom
24.13 sq.
km.
Vembanad
Lake
15.04 sq. km.
Land 1
12.50 sq.
km. Paddy
fields
Total Area:51.67 sq. km.

28. Destination Features

29. Bird sanctuary home to
91 species of local and
50 species of migratory
birds
Only breeding area of
Night Herons in 1970s
& early 80s
A number of mangrove
species, of which three
are reported only from
Kumarakom
The feeding and
breeding grounds for
numerous species of
fishes
Ecological Specialities/ Importance

30. Started with the lease
of KTDC land in the
bird sanctuary area to
Taj Kerala Resorts
Limited in the 1989
Flourished after the
visit of former Prime
Minister A B Vajpayee
in 2000
Tourism Development

31. Tourism Infrastructure & Employment
Type Beds Employment
Direct Indirect
Big Heritage Resorts (8) 580 740 324
Medium Type Hotels (7) 94 44 20
Lodges, Guest houses, home
stays (21)
106
rooms
- -
Recreation Clubs (3) - 12 3
Micro enterprises – boats,
parlours, taxi, etc.
- 170 0

32. Although the conversion of land
reduced the agricultural yield and
employment, the temporary
employment in the construction sector
and relatively higher wages earned,
made the local workers happy
80% of the regular employees in big
hotels appointed from outside
Kumarakom
Most of the local labourers lost their
traditional occupation and those
displaced from the lands converted for
tourism could not be compensated with
alternative jobs
Clustering of the resorts blocked access
of Local people to Lake who depended
it for household activities, fishing and
shell collection
Well received by the
local people initially
with the land value
increasing many folds
Impact due to Tourism Development

33. Efforts in Field to Cater Industry Demands
Cultivation/ Production initiated
Project preparation and Ensuring Capital investment
Expert training
Selection of entrepreneurs/ groups
Enlisting product range which can be produced at Kumarakom
Trust building among community
Mass mobilization (Campaign Mode)

34. Response from Industry
Initially the Industry response was not productive and supporting
Only 3 hotels were agreed to purchase minimum produces
Doubt on range of produces and price
Doubt on quality
Doubt on Consistent supply
Doubt on meeting daily requirements
Issue on terminating regular retail suppliers
Issue on packaging/ branding/ tax

35. After One Year
Stabilized Production Units
Efforts to meet the gap areas in demand – supply
Enhanced one to one with hoteliers
Strengthened Community rapport
Industry purchase still in Minimum quantity
15 hoteliers signed partnership agreement
But active partnership only from 8 to 10
Total revenue generated: 12 lakhs
20 Kudumbashree cultivation
groups (250 women)
10 Farmers’ collective (450
men)
510 Homestead farming units
20 Micro Enterprises
Samrudhi RT Shop

36. In this era of globalization knowledge is too
near to inquisitive minds that makes all the
far very near. To cop up with the emerging
challenges, people strive to unravel and
groom their latent talents. Amid competition
and rapid changes, the real bottom of the
pyramid becomes marginalized. In this
juncture, a luminous vision and a leading
mission can make a giant leap.
Now Green Life India Solutions takes the
notion of inclusive and sustainable
development.
Let’s strive together for a better tomorrow.
Faster, Sustainable and Inclusive Growth
should me our motto in the endeavor.
Thank You

37. Extending Support
• Resource Mapping Tools
• Empanelling Resource Persons
• Preparation of Detailed Project Report (DPR)
• Local Sensitization Programs
• Resource Mobilization and Ancillary Supports
• Training and Development Projects
• Gap Assessment and Need Analysis Study
• Advising Infrastructure Solutions
• Green Projects Consultancy
• Course and Curriculum Design
Green Life India Solutions Kochi, 682311
Mob: +91 – 9745482028
paulvmathew.hr@gmail.com