Responsible Tourism News Letter_kerala

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

Kerala: Model for Policy Initiatives in RT

Small & Marginal Farmers in Forefront Small & Marginal Farmers in Forefront Special Correspondent

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 approach for the comprehensive implementation of RT in multi-stake and partnership which became a model to the whole world. This took place as Kerala Govt. has recognized the need and scope of RT and as a State Policy, Responsible Tourism Initiative is a commitment of the Govt. of Kerala towards its People, Destinations and Industry. Like the other pioneering efforts which hoisted the Kerala Model of Development, RT also is an area where Kerala has gained a remarkable move. When the process set off broader platform for synergizing efforts it developed into an episode of Good Governance too. Now Govt. of India had declared a National Policy for RT to be implemented at all Tourism Potential States and Kerala is going to be a R&D spot in this area leading with experiences and experiments in implementing RT. Govt. of Kerala assures all support for the Initiative and acknowledges the role played by the partners and stakeholders which shaped this move.

While the state was recently confronting the price hike in the vegetable sector associated with Tamilnadu farmers’ issues, there was a system unaffected in terms of price, quantity or quality; unobserved by media and others as well. It was the ‘Samrudhi’ Marketing Group functioning under the auspices of the RT Initiative at Kumarakom. Samrudhi – Kumarakom has developed strong personal networking with around 510 individual farmers in and around Kumarakom which stabilize their reliability and guarantee in supplying locally produced vegetables as per the agreement with the RT partnering Hotels and Resorts. This was not a day’s work made it realistic in our State; but proved it is possible through striving exertions. It took three months for the RT Cells to capture this breakthrough. Not only at Kumarakom, Samrudhi- Thekkady and Samrudhi- Kovalam has been launched at concerned destinations with similar efforts. Thekkady has 750 farmers and Kovalam has 300 farmers in close network. Dr. R. Heli, the veteran expert in the field of agriculture along with Mr. UV Jose, COO GITPAC the Technical Support Agency has visited the activities at destinations and analyzed the situations for the planning towards a productive resurgence of the sector through RT Initiatives.

Kerala’s RT Objectives ENSURE economic linkages between tourism businesses and local community. ENABLE incomes and improve living standards of the poor. ENABLE a dignified and equity based relationship between stakeholders. PROVIDE an environment to the visitor to contribute to the local economy. 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 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”.

Through the Media

Destination Level RT Activities (Sept - Dec 2008): Economic Kovalam

Kumarakom

Thekkady

• Entered into Second phase with effective market interventions: • Enhanced Local production with a revival of Vegetable cultivation and Agri sector • Stabilized Samrudhi with steady growth and consistency in local supply (Arranged loan for 1 lakh) • Fair prices for farmers / industry/ public (could arrest market inflation) • Field Survey completed among 1064 families • Homestead farming started - 510 nos • Cultivation Calendar prepared for the season • New Veg Cultivation Units (Women)- 20 nos (250 members) • New Micro enterprises5 units • Farmers Group formed10 nos (450 members) • RT Stall (Ilaneer Pandal)started: 2 nos • Fish farming started • Samrudhi Kettuthengu sangham formed (with proper governance system)

• Organic farmers meeting conducted at 17 wards for veg cultivation

• Direct beneficiaries through agriculture – 127 (male: 87 women: 40) • Total Direct Beneficiaries (through livelihood activities) 327 • Total beneficiaries (Multiplier effect @4.62): 1511

• Direct beneficiaries through agriculture – 1347 (male: 1015 women: 332) • Total Direct Beneficiaries (through livelihood activities) 4187 • Total beneficiaries (Multiplier effect @4.62): 19344

• Direct beneficiaries through agriculture – 320 (male: 140 women: 180) • Total Direct Beneficiaries (through livelihood activities) 720 • Total beneficiaries (Multiplier effect @4.62): 3326

• Direct beneficiaries through micro enterprises – 215 (male: 110 women: 105) • Total Direct Beneficiaries (through livelihood activities) 400 • Total beneficiaries (Multiplier effect @4.62): 1848

• Cult. Land: 40 acres

• Cult. Land: 120 acres

• Cult. Land: 75 acres

• Cult. Land: 60 acres *

• 60 individual farmers networked • 3 Farmers Collective formed at Kottukal, Venganoor & Vizhinjam • Micro enterprises networked - 10 nos. • One to One completed 25 Hotels • Orders received - 10 Hotels • Supply started - 10 Hotels • Product range and Production Calender prepared • Samrudhi positioned (3rd Dec 08) • Price fixing Mechanism developed Margin K/Shree 5% Others 10% • Started linking local festivals and cuisines to industry partners (benefiting community)

• 900 organic farmers networked and 750 farmers agreed to do cultivation for RT • Individual farmers started veg supply to Samrudhi - 150 nos • Mashroom Unit ready for supply (10 kg/day) • Micro enterprises in production - 6 nos • One to One completed - 20 Hotels/ 20 Home stays • Agreement signed 18 Hotels • Orders received - 10 Hotels • Samrudhi (Activity group) positioned and Open Market started 0n 6th Nov 08

Wayanad • Explored a potential of 5504 Certified Organic Farmers attached with NGOs and CSOs. (Area 4060 Hct.) • Identified potential (Non Organic) individual farmers: 50 nos (aprx. 60 acres cultivation* ) • One to One completed with 14 Resorts • All members of WTO are ready to partner with RT • Two Production-Supply Options proposed 1. MSSRF/WARDA 2. Farmers' Collective • Sample Soap supply started to 7 hotels (1000 pieces per month) • Uravu (NGO) networked for their Bamboo produces (Developed a Wayanad Souvenier with Bamboo Box incl. 9 varieties of spices)

Destination Level RT Activities (Sept - Dec 2008): Social Kovalam • Survey for identifying CBT products: covered 19 wards. Listing of Unexplored Tourism attractions in progress • Involved with Zero Tolerence Zone declaration. • Innovative concept Vishrama - responsible tourism facilitation services with the participation of local residents in process • One to One Awareness creation on RT with People’s representatives and Key partners and line dept. officials • Draft completed Kovalam Tourism Resource Book • Beyond the Beach Exploring rural Kovalam attractions and activities - planning completed (Launch Jan 09) • Rural delecacies promoted as part of Karthika Samrudhi/ Partnering with hoteliers/ detailing leaflets • Preliminary Tourism Infrastructure gap assessment completed in 19 wards • RT Orientation reached to community members: One to One: 250 Meetings: 16 Individuals: 700

Kumarakom • Local Handicrafts identified and networked with Market • Village Life Experience started with industry partners connecting the rural fish farms/ agr. Farms for Village Walks • Local arts and cultural activities identified and units started performing (Thiruvathira, Kolkali and Sinkari Melam) • Resolved IndustryCommunity conflicts in RT Platform • Dist. Collector called for RT Partner Meeting to discuss Safety Issues at Kumarakom; Cell presented detailed report; Action initiated on 4 issues 1. Life Jacket made mandatory in House boats 2. No. of passengers allowed and precautions shall be exhibited in all the motor/house boats 3. Life Boys shall be deployed for rescue activities 4. Alcohol consumption among boat crew shall be strictly controlled by the management

• RT Orientation reached to community members: One to One: 1280 Meetings: 48 Individuals: 2796

Thekkady • Meeting - issues in elephant ride/ plantation tour/ performance groups • Meeting - destination issues - decided to conduct guide training/ certification programme and orientation for taxi drivers • Panchayat declared 5 micro destinations in Kumily and planning for CB activities • 5 ponds identified and cleaned in community participation to start fish farming with a visitor experience space • Comprehensive Destination Map prepared by DTPC and Panchayath detailing all Industry information and tourism services available • Food safety campaigns planned with Health Inspectors/ Food Inspectors • Drinking water purification schemes planned with Health Dept. / Dist. Sanitation team • RT Orientation reached to community members: One to One: 868 Meetings: 84 Individuals: 3018

Wayanad • Tribal food restaurent started at Edakkal Identified and equipped 2 Units (Kuruma 10 nos Paniya - 10 nos) • Ethnic food chains (incl Tribal) being developed at 4 points at Wayanad and connected with the Sight seeing tour (KzhkdWynd) operated by KSRTC Kozhikode Division, facilitated by RT Cell • Project Plan prepared for restructuring the Visitor Management System at Edakkal Caves • Preliminary Tourism Infrastructure gap assessment completed at 13 wards in Vythiry Panchayath • RT Souvenir developed • Social Forum planned for Taxi Drivers with Tourism Industry support • RT Awareness Campaigns conducted for Higher Secondary/ College Students • Networking with Tribal Settlements for identifying activities/attractions • Ethnic art/craft project proposal in progress

• RT Orientation reached to community members: One to One: 575 Meetings: 18 • Individuals: 765

Destination Level RT Activities (Sept - Dec 2008): Environmental Kovalam

Kumarakom

Thekkady

Wayanad

• RT Destination Cell put timely intervention in settling the waste disposal issue.

• Plastic free zone declaration with alternate practices: Bird Sanctuary Cleaning

• A Monitoring committee consisting of representatives of Industry, Govt, LSG constituted for better supervision of infrastructure related issues.

• Promoted Bicycle usage among partners

• Associating with Green Kumily - Clean Kumily programme in coordinating industry partnership

• Preliminary Discussions for restructuring the Management System of Edakkal Caves giving special emphasis on pollution control and carrying capacities

• Street light survey completed at Kovalam beach: Based on the status report rectification steps taken by KSEB/DoTKITCO/Panchayath • Working Group revamped towards priority issues of destination • Identification of potential natural resources connecting with RT activities/leased farming etc as part of conservation initiatives • Benchmark areas discussed with DLRTC/ working groups/ and explained to Industry partners • Base line Survey on Environment - will be completed by 31st Jan 2009. Appropriate actions will be taken based on the outputs • Alternate Eco friendly materials production units under formulation

• Street light survey of destination completed • Meeting held with Dist. Collector on environmental concerns of destinations • Decision on Plastic free zone initiated and cleaning of Bird Sanctuary completed • Mangrove protection; Mangrove regeneration programme planned • Samrudhi adopted plastic free sales with alternate practices • Benchmark areas discussed with DLRTC/ working groups/ and explained to Industry partners • One to one discussions with Industry partners for Baseline data in progress • Alternate Eco friendly materials production unit started • Cultivation of Medicinal plants and herbs • Meeting with house boat owners to discuss water pollution issues • Govt. programme initiated on Issue of lake Sheath

• Associating with Periyar Tiger Reserve and Eco Tourism for initiating alternate materials towards plastic free practices • Cleaning of streams and canals towards public utility – planned with Dist. Sanitation Team/ Panchayath/ hoteliers • Street light survey of destination completed: Based on the survey reports Panchayath has taken decision to repair all non-working st. lights (app 80% completed) • Decision on Plastic free zone initiated • Waste management of 2 Colonies at Kumily initiated with erecting soakpits/ drainages supported by NABARD/ Panchayath • Benchmark areas discussed with DLRTC/ working groups/ and explained to Industry partners • One to one discussions with Industry partners for Baseline data in progress

• Cleaning programme conducted at Soochippara waterfalls: • Benchmark areas discussed with DLRTC/ working groups/ and explained to Industry partners • One to one discussions with Industry partners for Baseline data in progress • Energy Efficiency expert Intervention discussed with Industry partners • Street light survey at Vythiry Panchayath in progress (completed by Jan 31) • Plastic free zone initiation with DTPC at Pookode Lake, Soochippara waterfalls and Edakkal Caves • Alternate Eco friendly materials production unit networked at Pozhuthana Panchayath • Base line Survey on Environment - will be completed by 31st Jan 2009. Appropriate actions will be taken based on the outputs

Experiments with RT Review M. Sivasankar IAS Director, Dept. of Tourism Implementation of Community initiated RT is in a piloting process in Kerala. The move observed direct benefits to local community and there were productive impacts in the Industry community – LSG relationships. It has now tuned to harmonious just contrary from the previous damaging situations. This shall be enhanced anced for more collective benefits strengthening our Industry and local community. Also this process shall be fine tuned towards replicable models for other areas covering the entire State converging all possible stakeholders and partners. This shall emerge from this experiment

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.

When a Panchayath took lead Sri. GC Damodaran President, Kumarakom Grama Panchayath When Kumarakom has selected as one of the destinations for the pilot implementation of RT, the primary question was how and where to start. When the process went on systematically, ically, we could develop the organizational structures like DLRTC and Working Groups productively. The story behind Kumarakom emerged as the first RT Destination is nothing other than the efforts we synergized tapping our resources and potentials impartial and irrespective of politics. Every member of the Panchayath has assigned roles in the RT initiative at Kumarakom varying from cultivation to destination cleaning to public relations. The people of Kumarakom including myself were reluctant towards the resorts and their operations; but the scenario is now changed to good relations. We owned the Initiative realizing the host roles of community by strengthening our productive sector, creating our space clear in the tourism in our village, 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.

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 positive attribute to the Tourism Industry Stakeholders in the State. It is a good platform to share space with the community people to be mutually benefited through Tourism. Recession certainly affects tourist traffic and spending. But it is a truth that travel for leisure is often postponed when travel for 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.

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RT Stall and discussion lobby at KTM being inaugurated by Hon’ble Minister for Finance, Dr. Thomas Issac

Responsible Tourism had a proactive role in the 5th Kerala Travel Mart held at Cochin from 20th to 23rd Sept 08. The RT Stall at the Lobby demonstrated the Kudumbasree produces and Kerala Souvenirs along with discussion platforms on the RT Initiative of Kerala Tourism. A good response reported from the delegates as active discussions and queries.

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 There is hardly any festival like Karthika that depends and thrives so much on the local produces, materials and traditional dishes. The legends, facts and traditions associated with the Karthika festival deserves to be enlivened as part of our social and cultural responsibility. Karthika is being celebrated as a responsible tourism festival for the reason that it is intended and designed to be as closely associated as possible to its traditional and cultural values and respect for local farmers. Karthika Samrudhi thrives to ensure that reliving a festival of this kind proves beneficial to at least a small segment of the local community.

Smt. Sarada Muraleedharan IAS Executive Director, Kudumbasree Kudumbasree enterprises at destinations offer a number of produces to RT Initiative like processed food items, flours, curry powders, paper carry bags, soap etc. Also there are vegetable, milk, and fish/meat processing units getting equipped with bank linkages. The grass root level units and enterprises of Kudumbasree have developed a good functional network with the marketing systems at destinations operated by Samrudhi - the RT shop. Also there are more platforms for the women folk to productively involve as the programme progressed in Social and Environmental themes from cultural performances to clean destination activities. It is very significant in terms of local economic benefits that the benefits from tourism industry filter directly into hundreds of families at destinations.

Technical Interventions in Responsible Tourism

Jgf 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 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.

State Level Working Group Meeting

Thekkady Destination Launch -Sri. Kodiyeri Balakrishnan, Hon. Minister for Tourism

Paddy harvesting at Kumarakom

Dr. Heilee visits Kumarakom farms

Farmers ‘ Collective - Venganur

Ethnic Food RestaurantRestaurant Edakkal Inaugurated by Sri Krishnaprasad MLA

Meeting of Farmers – Kottukal

Meeting of Farmers Collective – Thekkady

Karthika Deepam - Kovalam

Micro enterprises in work - Kovalam

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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 the country for implementing the Responsible Tourism Concept across the triple riple 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 Responsible Tourism Committee representing the Tourism Industry partners. 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, Gandhinagar.

RT Cultural Groups – Kumarakam

Sinkarimelam (children)

Thiruvathira

Kolkali

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: [email protected] [email protected]