1. www.keralatourism.org Role of Government in Making Sustainable Destinations Role of Government in Making Sustainable Destinations Learning from Kerala RT Initiatives U V JOSE Kerala Tourism www.keralatourism.org U V JOSE Kerala Tourism www.keralatourism.org

2. Presentation Focus Kerala Governments response to RT initiatives Things learned Roles of State and Local Governments Kerala Governments response to RT initiatives Things learned Roles of State and Local Governments

3. www.keralatourism.org

4. Kerala A small state in the southern tip of India, known asGods Own Country in tourism circle Area - 38,863 Sq.km. Population - 33.30 million Literacy - 94% A small state in the southern tip of India, known asGods Own Country in tourism circle Area - 38,863 Sq.km. Population - 33.30 million Literacy - 94%

5. www.keralatourism.org

6. Tourism in Kerala Relatively new entrant - only 25 years in tourism development Beaches, Backwaters, Hill stations, Heritage and Culture as major attractions Houseboats and Ayurveda as USPs 650,000 international and 8.5 million domestic tourists 12 lakh employment <6% contribution to GDP Relatively new entrant - only 25 years in tourism development Beaches, Backwaters, Hill stations, Heritage and Culture as major attractions Houseboats and Ayurveda as USPs 650,000 international and 8.5 million domestic tourists 12 lakh employment <6% contribution to GDP

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12. Tourism and Community General consensus on potential of tourism and its significance as a key contributor to the sustainable development of the state Vibrant tourism industry - number of best practices Resort - CGH Earth Ayurveda - Poomulli Mana Homestay - Olappamanna Mana Houseboats - ATDC Tour Operator - Intersight with Sarathi Sauhrudam General consensus on potential of tourism and its significance as a key contributor to the sustainable development of the state Vibrant tourism industry - number of best practices Resort - CGH Earth Ayurveda - Poomulli Mana Homestay - Olappamanna Mana Houseboats - ATDC Tour Operator - Intersight with Sarathi Sauhrudam

13. www.keralatourism.org Unfavourable situations Apprehensions of the community as benefits of tourism are not reaching them Negative socio-cultural and environmental impacts Tourism development remained with Top to Down approach with State Government at the Top and Tourism industry at the Bottom with no role to local governments and community The above situations led to Industry-Community conflicts at all major destinations Apprehensions of the community as benefits of tourism are not reaching them Negative socio-cultural and environmental impacts Tourism development remained with Top to Down approach with State Government at the Top and Tourism industry at the Bottom with no role to local governments and community The above situations led to Industry-Community conflicts at all major destinations

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15. Government intervention through RT Initiatives in Kerala Started with stakeholder-brainstorming workshop - Better Together Decided to take up 4 pilot destinations - Kumarakom, Kovalam, Thekkady and Wayanad Formed Institutional mechanism: State Level RT Committee and Working Groups for strategy and guidance Destination Level RT Committees and Working Groups for implementation Started with stakeholder-brainstorming workshop - Better Together Decided to take up 4 pilot destinations - Kumarakom, Kovalam, Thekkady and Wayanad Formed Institutional mechanism: State Level RT Committee and Working Groups for strategy and guidance Destination Level RT Committees and Working Groups for implementation

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20. Government intervention through RT Initiatives in Kerala Focus was on economic responsibility - local procurement Destination level initiatives led local panchayat All 4 destinations gave varied results Kumarakom initiative created new model Focus was on economic responsibility - local procurement Destination level initiatives led local panchayat All 4 destinations gave varied results Kumarakom initiative created new model

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22. Kumarakom Success Replicable systems and tools supporting local procurement process Proactive roles of local government and other stakeholders Supply of more than 40 local items to hotels Sale of local products worth US$ 100,000 in last 2 years Conversion of 168 acres waste and uncultivated land into vegetable farms Replicable systems and tools supporting local procurement process Proactive roles of local government and other stakeholders Supply of more than 40 local items to hotels Sale of local products worth US$ 100,000 in last 2 years Conversion of 168 acres waste and uncultivated land into vegetable farms

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24. Kumarakom Success More than 25 Kudumbasree units with 750 women involved and benefited More than 20 local enterprises including local handicraft units 10 Farmers groups and 500 homestead farming units 1/3 rd of the household benefits More than 25 Kudumbasree units with 750 women involved and benefited More than 20 local enterprises including local handicraft units 10 Farmers groups and 500 homestead farming units 1/3 rd of the household benefits

25. www.keralatourism.org

27. Result of Kumarakom initiative Reduced industry-community conflicts Community aware on the potential of tourism for their socio-economic development New role to local panchayats in tourism development Reduced industry-community conflicts Community aware on the potential of tourism for their socio-economic development New role to local panchayats in tourism development

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29. Things learned from the Pilot RT Labs RT principles can be effectively used for making destinations sustainable There has to be 2 specific initiatives from the Government side Promoting and facilitating enterprises that are practicing RT principles Facilitating destination level RT initiatives linking community to industry RT principles can be effectively used for making destinations sustainable There has to be 2 specific initiatives from the Government side Promoting and facilitating enterprises that are practicing RT principles Facilitating destination level RT initiatives linking community to industry

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31. Specific Roles of Government in Promoting Enterprises - Kerala Experiences Clearly defining RT with measurable indicators - State Government Sustainable Management plan (200 points) Economic (250 points) Socio-cultural (250 points) Environment (300 points) Clearly defining RT with measurable indicators - State Government Sustainable Management plan (200 points) Economic (250 points) Socio-cultural (250 points) Environment (300 points) Lead Role: State Government

32. www.keralatourism.org Specific Roles of Government in Promoting Enterprises - Kerala Experiences RT Classification System - in line with GSTC - State Government Platinum (750 -1000) Gold (600 - 750) and Silver (500 - 600) RT Classification System - in line with GSTC - State Government Platinum (750 -1000) Gold (600 - 750) and Silver (500 - 600) Lead Role: State Government

33. www.keralatourism.org Specific Roles of Government in Promoting Enterprises - Kerala Experiences Incentives linking to RT classification - State Government Investment subsidy - 15% 10% additional subsidy for local procurement Power and water tariff concessions for environment responsibility adherence Incentives linking to RT classification - State Government Investment subsidy - 15% 10% additional subsidy for local procurement Power and water tariff concessions for environment responsibility adherence Lead Role: State Government

34. www.keralatourism.org Specific Roles of Government in Promoting Enterprises - Kerala Experiences Recognising ambassadors - State Government Awards for best performers Enabling local procurement and helping local enterprises - State & Local Government Destination level RT initiative Recognising ambassadors - State Government Awards for best performers Enabling local procurement and helping local enterprises - State & Local Government Destination level RT initiative Lead Role: State Government

35. www.keralatourism.org Specific Roles of Government in Promoting Enterprises - Kerala Experiences Providing local employment - State & Local Government Enforcement of guidelines Capacity building Providing local employment - State & Local Government Enforcement of guidelines Capacity building Lead Role: State Government

36. www.keralatourism.org Specific Roles of Government in Promoting Enterprises - Kerala Experiences Marketing support - State Government Promotion of destinations and RT classified enterprises Promote local tour packages - Village life Experience Marketing support - State Government Promotion of destinations and RT classified enterprises Promote local tour packages - Village life Experience Lead Role: State Government

37. www.keralatourism.org Specific Roles of Government in Destination level RT initiatives - Kerala Experience Preparing broader frameworks and guidelines - State Government Awareness creation and building capacity of stakeholders - State Government Baseline studies on tourism resources and products - Local Government Status studies on economic, social and environmental aspects - Local Government Preparing broader frameworks and guidelines - State Government Awareness creation and building capacity of stakeholders - State Government Baseline studies on tourism resources and products - Local Government Status studies on economic, social and environmental aspects - Local Government Lead Role: Local Government

38. www.keralatourism.org Specific Roles of Government in Destination level RT initiatives - Kerala Experience Planning and developing projects supporting RT initiative - Local Government Institutionalizing systems and tools - Local Government Industry coordination - State and Local Government Acting as a mediator between various stakeholders - State & Local Government Planning and developing projects supporting RT initiative - Local Government Institutionalizing systems and tools - Local Government Industry coordination - State and Local Government Acting as a mediator between various stakeholders - State & Local Government Lead Role: Local Government

39. www.keralatourism.org Specific Roles of Government in Destination level RT initiatives - Kerala Experience Supervision and monitoring - State & Local Government Bring in regulatory measures - State & Local Government Enforcement mechanisms to adopt sustainable practices - Local Government Supervision and monitoring - State & Local Government Bring in regulatory measures - State & Local Government Enforcement mechanisms to adopt sustainable practices - Local Government Lead Role: Local Government

40. www.keralatourism.org Kerala Experience reinstates the vital role of local government in making tourism destinations sustainable.

41. www.keralatourism.org Thank You