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RESPONSIBLE TOURISM INITIATIVES

Department of Tourism, Govt. of Kerala

RT News Letter Issue 1 SADHANA Jan 2009


E-Circulation material issued Quarterly for Project Level Communication by GITPAC Intl. - RT Technical Support Unit (State Cell) for Dept. of Tourism, Kerala

Small & Marginal Farmers


Small & Marginal in Forefront
Farmers in Forefront
Kerala: Model for
Special Correspondent
Policy Initiatives in RT
Sri. Kodiyeri Balakrishnan
Hon. Minister for Tourism

Tourism when acquires rapid growth


worldwide, has serious concerns towards its
impacts and byproducts. Even when the
concept had developed towards this there
were no plans for its comprehensive
implementation. Some components or some
areas of RT have been taken up by some
Tedcountries
e where Kerala initiated a structured
While the state was recently confronting the price hike in the
approach for the comprehensive
vegetable sector associated with Tamilnadu farmers’ issues, there was
implementation of RT in multi-stake and
a system unaffected in terms of price, quantity or quality; unobserved
partnership which became a model to the
by media and others as well. It was the ‘Samrudhi’ Marketing Group
whole world.
functioning under the auspices of the RT Initiative at Kumarakom.
Samrudhi – Kumarakom has developed strong personal networking
This took place as Kerala Govt. has
with around 510 individual farmers in and around Kumarakom which
recognized the need and scope of RT and as a
stabilize their reliability and guarantee in supplying locally produced
State Policy, Responsible Tourism Initiative is a
vegetables as per the agreement with the RT partnering Hotels and
commitment of the Govt. of Kerala towards its
Resorts.
People, Destinations and Industry. Like the
other pioneering efforts which hoisted the This was not a day’s work made it realistic in our State; but
Kerala Model of Development, RT also is an proved it is possible through striving exertions. It took three months
area where Kerala has gained a remarkable for the RT Cells to capture this breakthrough. Not only at Kumarakom,
move. Samrudhi- Thekkady and Samrudhi- Kovalam has been launched at
concerned destinations with similar efforts. Thekkady has 750 farmers
When the process set off broader platform for and Kovalam has 300 farmers in close network. Dr. R. Heli, the veteran
synergizing efforts it developed into an expert in the field of agriculture along with Mr. UV Jose, COO GITPAC
episode of Good Governance too. Now Govt. the Technical Support Agency has visited the activities at destinations
of India had declared a National Policy for RT and analyzed the situations for the planning towards a productive
to be implemented at all Tourism Potential resurgence of the sector through RT Initiatives.
States and Kerala is going to be a R&D spot in
this area leading with experiences and Kerala’s RT Objectives
experiments in implementing RT.
ENSURE economic linkages between tourism businesses and local community.
Govt. of Kerala assures all support for ENABLE incomes and improve living standards of the poor.
the Initiative and acknowledges the role ENABLE a dignified and equity based relationship between stakeholders.
played by the partners and stakeholders which PROVIDE an environment to the visitor to contribute to the local economy.
shaped this move. PROVIDE an alternative model to charity based contributions.
ENABLE the visitor a real life understanding of the community.
ENSURE businesses adopt highest environmental standards in their practices
When Kerala Destinations
Through the Media
Approach Responsible Tourism
Editorial Desk

Dr. Venu. V. IAS


Secretary, Kerala Tourism

It is indeed the efforts put together by the


involving partners and stakeholders of the RT
Initiative in the State turned the move a success
story in India. Beyond the expert planning and
external inputs, it was this responsiveness acted
as the drive factorr in forefront leading the
initiative. Though we were watchful from the
initial customized conceptualization process in Feb
2007, we apprehended this when destinations
started owning the initiative. The organizational
strength when filters technical knowledge dge and
experiential key inputs through structures like
State and Destination Level RT Committees and
Working Groups, it would stay ideal unless this
owning process has happened. I express my
solidarity towards the involving Local Self
Governments, Industryy partners, Local
Community, Small and Marginal Farmers,
Kudumbashree entrepreneurs, NGOs and CSOs
who productively contributed in taking this move
forward.

We started the initiative giving primary


attention to the Economic theme in the triple
bottom lines: Economic, Social and
Environmental. It is apparent that our actions
were transparent and measurable which we
anticipate for the interventions in other themes
too through a phased process. RT Initiatives –
Kerala – Phase 1 is now in the field optimistically
tically
propagating the comprehensive action in our first
four destinations selected for pilot intervention.

It gives me more confidence observing


that the Destination RT Cells are in place at four
destinations from Sept 08 facilitating the process
coordinated
inated through the State RT Cell at macro
level. But facilitation alone cannot take the
multifaceted move forward that the Cell is
envisaged as a gadget for the implementation
process. Here the role and involvement of
partners and stakeholders again befall vital.

Let us jointly act towards a more vibrant


and fruitful involvement proclaiming our motto
“better together”.
Destination Level RT Activities (Sept - Dec 2008): Economic
Kovalam Kumarakom Thekkady Wayanad

• 60 individual farmers • Entered into Second • Organic farmers • Explored a potential of


networked phase with effective meeting conducted at 5504 Certified Organic
market interventions: 17 wards for veg Farmers attached with
• 3 Farmers Collective • Enhanced Local cultivation NGOs and CSOs. (Area
formed at Kottukal, production with a 4060 Hct.)
Venganoor & Vizhinjam revival of Vegetable • 900 organic farmers
cultivation and Agri networked and 750
• Identified potential (Non
• Micro enterprises sector farmers agreed to do
Organic) individual
networked - 10 nos. • Stabilized Samrudhi cultivation for RT
farmers: 50 nos (aprx. 60
with steady growth and
acres cultivation* )
• One to One completed - consistency in local • Individual farmers
25 Hotels supply (Arranged loan started veg supply to
• One to One completed
for 1 lakh) Samrudhi - 150 nos
with 14 Resorts
• Orders received - 10 • Fair prices for farmers /
Hotels industry/ public (could • Mashroom Unit ready
• All members of WTO are
arrest market inflation) for supply (10 kg/day)
ready to partner with RT
• Supply started - 10 • Field Survey completed
Hotels among 1064 families • Micro enterprises in
• Two Production-Supply
• Homestead farming production - 6 nos
• Product range and Options proposed
started - 510 nos
Production Calender • One to One
• Cultivation Calendar
prepared 1. MSSRF/WARDA
prepared for the season completed - 20
2. Farmers' Collective
• New Veg Cultivation Hotels/ 20 Home
• Samrudhi positioned stays
Units (Women)- 20 nos
(3rd Dec 08) • Sample Soap supply
(250 members)
started to 7 hotels (1000
• New Micro enterprises- • Agreement signed -
• Price fixing Mechanism pieces per month)
5 units 18 Hotels
developed Margin -
• Farmers Group formed-
K/Shree 5% Others 10% • Uravu (NGO) networked
10 nos (450 members) • Orders received - 10
for their Bamboo
• RT Stall (Ilaneer Hotels
• Started linking local produces
Pandal)started: 2 nos (Developed a Wayanad
festivals and cuisines to • Samrudhi (Activity
• Fish farming started Souvenier with Bamboo
industry partners group) positioned and
• Samrudhi Kettuthengu Box incl. 9 varieties of
(benefiting community)
sangham formed (with Open Market started
spices)
proper governance 0n 6th Nov 08
system)

• Direct beneficiaries • Direct beneficiaries • Direct beneficiaries • Direct beneficiaries


through agriculture – through agriculture – through agriculture – through micro
127 (male: 87 women: 1347 (male: 1015 320 (male: 140 enterprises – 215 (male:
40) women: 332) women: 180) 110 women: 105)
• Total Direct • Total Direct • Total Direct • Total Direct
Beneficiaries (through Beneficiaries (through Beneficiaries (through Beneficiaries (through
livelihood activities) - livelihood activities) - livelihood activities) - livelihood activities) -
327 4187 720 400
• Total beneficiaries • Total beneficiaries • Total beneficiaries • Total beneficiaries
(Multiplier effect (Multiplier effect (Multiplier effect (Multiplier effect
@4.62): 1511 @4.62): 19344 @4.62): 3326 @4.62): 1848

• Cult. Land: 40 acres • Cult. Land: 120 acres • Cult. Land: 75 acres • Cult. Land: 60 acres *
Destination Level RT Activities (Sept - Dec 2008): Social
Kovalam Kumarakom Thekkady Wayanad
• Survey for identifying • Local Handicrafts • Meeting - issues in • Tribal food restaurent
CBT products: covered identified and elephant ride/ started at Edakkal -
19 wards. Listing of networked with Market plantation tour/ Identified and equipped
Unexplored Tourism performance groups 2 Units (Kuruma 10 nos
attractions in progress • Village Life Experience Paniya - 10 nos)
started with industry • Meeting - destination
• Involved with Zero partners connecting the issues - decided to • Ethnic food chains (incl
Tolerence Zone rural fish farms/ agr. conduct guide Tribal) being developed
declaration. Farms for Village Walks training/ certification at 4 points at Wayanad
programme and and connected with the
• Local arts and cultural orientation for taxi
• Innovative concept - Sight seeing tour (Kzhkd-
activities identified and drivers
Vishrama - responsible Wynd) operated by
units started
tourism facilitation KSRTC Kozhikode
performing • Panchayat declared 5
services with the Division, facilitated by
(Thiruvathira, Kolkali micro destinations in
participation of local RT Cell
and Sinkari Melam) Kumily and planning
residents in process
for CB activities
• Resolved Industry- • Project Plan prepared
• One to One Awareness for restructuring the
Community conflicts in • 5 ponds identified
creation on RT with
RT Platform and cleaned in Visitor Management
People’s System at Edakkal Caves
representatives and Key community
partners and line dept. • Dist. Collector called for participation to start
RT Partner Meeting to fish farming with a • Preliminary Tourism
officials
discuss Safety Issues at visitor experience Infrastructure gap
Kumarakom; Cell space assessment completed
• Draft completed - at 13 wards in Vythiry
presented detailed
Kovalam Tourism • Comprehensive
report; Action initiated Panchayath
Resource Book Destination Map
on 4 issues
prepared by DTPC • RT Souvenir developed
• Beyond the Beach - and Panchayath
1. Life Jacket made
Exploring rural Kovalam detailing all Industry • Social Forum planned
mandatory in House
attractions and information and for Taxi Drivers with
boats
activities - planning tourism services Tourism Industry
2. No. of passengers
completed (Launch Jan available support
allowed and
09)
precautions shall be • Food safety • RT Awareness
• Rural delecacies exhibited in all the campaigns planned Campaigns conducted
promoted as part of motor/house boats for Higher Secondary/
with Health
Karthika Samrudhi/ 3. Life Boys shall be Inspectors/ Food College Students
Partnering with deployed for rescue
Inspectors • Networking with Tribal
hoteliers/ detailing activities
4. Alcohol consumption Settlements for
leaflets • Drinking water
among boat crew shall identifying
• Preliminary Tourism purification schemes activities/attractions
be strictly controlled by
Infrastructure gap planned with Health
the management • Ethnic art/craft project
assessment completed Dept. / Dist.
Sanitation team proposal in progress
in 19 wards

• RT Orientation reached • RT Orientation reached • RT Orientation


to community to community reached to • RT Orientation reached
members: members: community members: to community members:

One to One: 250 One to One: 1280 One to One: 868 One to One: 575
Meetings: 16 Meetings: 48 Meetings: 84 Meetings: 18
Individuals: 700 Individuals: 2796 Individuals: 3018 • Individuals: 765
Destination Level RT Activities (Sept - Dec 2008): Environmental
Kovalam Kumarakom Thekkady Wayanad
• RT Destination Cell put • Plastic free zone • Associating with • Preliminary Discussions
timely intervention in declaration with Green Kumily - Clean for restructuring the
settling the waste alternate practices: Bird Kumily programme in Management System of
disposal issue. Sanctuary Cleaning coordinating industry Edakkal Caves giving
partnership special emphasis on
• A Monitoring • Promoted Bicycle usage pollution control and
committee consisting of among partners • Associating with carrying capacities
representatives of Periyar Tiger Reserve
• Street light survey of and Eco Tourism for
Industry, Govt, LSG destination completed • Cleaning programme
constituted for better initiating alternate conducted at
supervision of • Meeting held with Dist. materials towards Soochippara waterfalls:
infrastructure related Collector on plastic free practices
issues. environmental concerns • Cleaning of streams • Benchmark areas
of destinations and canals towards discussed with DLRTC/
• Street light survey
public utility – working groups/ and
completed at Kovalam • Decision on Plastic free
planned with Dist. explained to Industry
beach: Based on the zone initiated and
Sanitation Team/ partners
status report cleaning of Bird
rectification steps taken Sanctuary completed Panchayath/ hoteliers
• One to one discussions
by KSEB/DoT- • Street light survey of
• Mangrove protection; with Industry partners
KITCO/Panchayath destination
Mangrove regeneration for Baseline data in
• Working Group programme planned completed: Based on progress
revamped towards the survey reports
priority issues of • Samrudhi adopted Panchayath has taken • Energy Efficiency expert
destination plastic free sales with decision to repair all Intervention discussed
alternate practices non-working st. lights with Industry partners
• Identification of (app 80% completed)
• Benchmark areas
potential natural • Street light survey at
discussed with DLRTC/ • Decision on Plastic
resources connecting free zone initiated Vythiry Panchayath in
working groups/ and
with RT progress (completed by
explained to Industry
activities/leased Jan 31)
partners • Waste management
farming etc as part of
of 2 Colonies at
conservation initiatives • One to one discussions Kumily initiated with • Plastic free zone
with Industry partners erecting soakpits/ initiation with DTPC at
• Benchmark areas for Baseline data in Pookode Lake,
drainages supported
discussed with DLRTC/ progress by NABARD/ Soochippara waterfalls
working groups/ and Panchayath and Edakkal Caves
explained to Industry • Alternate Eco friendly
partners materials production • Benchmark areas • Alternate Eco friendly
unit started discussed with materials production
• Base line Survey on DLRTC/ working unit networked at
• Cultivation of Medicinal
Environment - will be groups/ and Pozhuthana Panchayath
plants and herbs
completed by 31st Jan explained to Industry
2009. Appropriate • Meeting with house partners • Base line Survey on
actions will be taken boat owners to discuss Environment - will be
based on the outputs • One to one completed by 31st Jan
water pollution issues
discussions with 2009. Appropriate
• Alternate Eco friendly Industry partners for actions will be taken
• Govt. programme
materials production Baseline data in based on the outputs
initiated on Issue of
units under formulation progress
lake Sheath
Experiments with RT
When a Panchayath took lead
Review Sri. GC Damodaran
M. Sivasankar IAS President, Kumarakom Grama Panchayath
Director, Dept. of Tourism
When Kumarakom has selected as one of the destinations for the pilot
Implementation of Community initiated implementation of RT, the primary question was how and where to start. When
RT is in a piloting process in Kerala. The move the process went on systematically,
ically, we could develop the organizational
observed direct benefits to local community and structures like DLRTC and Working Groups productively. The story behind
there were productive impacts in the Industry - Kumarakom emerged as the first RT Destination is nothing other than the
efforts we synergized tapping our resources and potentials impartial and
community – LSG relationships. It has now tuned
irrespective of politics. Every member of the Panchayath has assigned roles in
to harmonious just contrary from the previous the RT initiative at Kumarakom varying from cultivation to destination cleaning
damaging situations. This shall be enhanced
anced for to public relations.
more collective benefits strengthening our
Industry and local community. Also this process The people of Kumarakom including myself were reluctant towards the
shall be fine tuned towards replicable models for resorts and their operations; but the scenario is now changed to good relations.
other areas covering the entire State converging We owned the Initiative realizing the host roles of community by strengthening
all possible stakeholders and partners. This shall our productive sector, creating our space clear in the tourism in our village,
emerge from this experiment supporting the industry
dustry partners. We foresee a harmonious tourism experience
through RT - benefiting our people, experiential to our guest and productive to
the industry. We play our roles to mainstream our local activities and
attractions to portray our life. Also we think
nk our involvement is significant in
maintaining our surroundings considering the ecology and environment.

Partnering with RT

Sri. Sudheesh Kumar


Kerala Hotels &Restaurants’’ Association

Most of the Hospitality industry


establishments are partnering with the RT move
in a positive spirit. We feel the strength of
collective hospitality through our involvement
with the initiative. It helped to enhance our
confidence in depending on local producers and
enterprises.

Also the association with the local


systems added value to our products and
services which we portray as the indigenous
practices of the host community.
RT @ Kerala Travel Mart
Industry response to RT
Comments

E.M. Najeeb
President, Kerala Travel Mart
Practicing Responsible Tourism and <

partnering with the State Initiative is certainly a RT Stall and discussion lobby at KTM being inaugurated by Hon’ble Minister for
positive attribute to the Tourism Industry Finance, Dr. Thomas Issac
Stakeholders in the State. It is a good platform to Responsible Tourism had a proactive role in the 5th Kerala
share space with the community people to be Travel Mart held at Cochin from 20th to 23rd Sept 08. The RT Stall at the
mutually benefited through Tourism. Lobby demonstrated the Kudumbasree produces and Kerala Souvenirs
Recession certainly affects tourist traffic along with discussion platforms on the RT Initiative of Kerala Tourism.
and spending. But it is a truth that travel for A good response reported from the delegates as active discussions and
leisure is often postponed when travel for queries.
experience is not postponed. Our RT initiative
substantiate those attributes of experiential
travel. In view of the terrorist attacks RT enables
a safer zone at Kerala destinations with
community support. Tourism Industry is
committed to support and carry forward this
move with an unreserved mindset.

The First RT Festival at Destinations

2nd Edition of Spotlight (Issue Nov 08) portraying WTM World Responsible Tourism Day

Value Addition: Role of Kudumbasree


in Economic Responsibility

Smt. Sarada Muraleedharan IAS


There is hardly any festival like Karthika Executive Director, Kudumbasree
that depends and thrives so much on the local Kudumbasree enterprises at destinations offer a number of
produces, materials and traditional dishes. The produces to RT Initiative like processed food items, flours, curry
legends, facts and traditions associated with the powders, paper carry bags, soap etc. Also there are vegetable, milk, and
Karthika festival deserves to be enlivened as part fish/meat processing units getting equipped with bank linkages.
of our social and cultural responsibility. Karthika
is being celebrated as a responsible tourism The grass root level units and enterprises of Kudumbasree have
festival for the reason that it is intended and developed a good functional network with the marketing systems at
designed to be as closely associated as possible destinations operated by Samrudhi - the RT shop. Also there are more
to its traditional and cultural values and respect platforms for the women folk to productively involve as the programme
for local farmers. Karthika Samrudhi thrives to progressed in Social and Environmental themes from cultural
ensure that reliving a festival of this kind proves performances to clean destination activities. It is very significant in terms
beneficial to at least a small segment of the local of local economic benefits that the benefits from tourism industry filter
community. directly into hundreds of families at destinations.
Technical Interventions in Jgf
Responsible Tourism Field Shots Through Destinations

Sri U.V Jose


Chief Operating Officer, GITPAC Intl.

GITPAC International, the tourism


planning and consultancy division of Air Travel
Enterprises Group of Companies has been
selected by the state government through a
transparent bidding process for facilitating the State Level Working Group Meeting Thekkady Destination Launch -Sri. Kodiyeri
Balakrishnan, Hon. Minister for Tourism
implementation of the state’s Responsible
Tourism Initiative.. GITPAC would implement
Responsible Tourism Programmes in the Pilot
destinations Kovalam, Thekkady, Kumarakom
and Wayanad. A dedicated team has already
been placed in the four destinations and they
would be monitored by a central team at state
cell in the capital city. Paddy harvesting at Kumarakom Dr. Heilee visits Kumarakom farms

Farmers ‘ Collective - Venganur Ethnic Food Restaurant-


Restaurant Edakkal
Inaugurated by Sri Krishnaprasad MLA
z

The project is being undertaken by Kerala


Tourism on an investment of Rs. 46 lakhs for one
year. This is the first ever coordinated initiative in Meeting of Farmers – Kottukal Meeting of Farmers Collective – Thekkady
the country for implementing the Responsible
Tourism Concept across the tripleriple bottom lines -
Economic, Social and Environmental in the
chosen pilot destinations in Kerala. Sri E. E.M
Najeeb, Chairman of Air Travel Enterprises Group
also is an active member of the State Level Karthika Deepam - Kovalam Micro enterprises in work - Kovalam
Responsible Tourism Committee representing
the Tourism Industry partners.
RT Cultural Groups – Kumarakam
GITPAC has also been chosen by the
Government of Gujarat for water sports
development in Gandhinagar. GITPAC won the
tender for Consultancy for Demand & Market
Assessment and Pre-feasibility
feasibility Study for Water
Sports Activities at Narmada Canal at Koba, Sinkarimelam (children) Thiruvathira Kolkali
Gandhinagar.

GITPAC RT Technical Support Unit


F-7,
7, Crescent Gardens, Althara Nagar, Vellayambalam, Thiruvananthapuram – 10
Ph: +91 471 3011688/ 666 Fax: +91 471 2316330 mail: responsible@keralatourism.org rtstatecell@gmail.com

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