Responsible Tourism: Lessons behind Legacies

Responsible Tourism (RT) is all about ‘creating a better place to live and a better place to visit’. Being the landmark venture of Kerala Tourism department, the project focused on improving the livelihood of destination community by effectively linking them with the industry.

The essence of sustainable livelihood lies in helping the community to flex their entrepreneurial muscles and equip them for future challenges. The procurement supply group - Smarudhi own and operated by women SHG’s (Self Help Groups) is one of the best working models of RT networked with 400 local production units consist of 22 Kudumbasree vegetable units, 100 egg production units, 14 local farmers clubs, and 360 homestead units. It assumed that at least 1,000 local residents in Kumarakom have benefited from the industry – community link-up.

The life changing story of a carpenter Sebastin is suffice to elucidate the impact of Responsible Tourism initiative at Kumarakom. His adeptness in chisel out sculptures from wood was identified by the RT Team, while he was searching for an earning to meet both ends of the life with his family amidst poverty and debt; he was almost in the brim of committing suicide. Their intervention at the right time by providing sufficient training and marketing support saved his life that now helps him to earn an average of 30-35 thousands per month.

While Kumarakom adore with the tag of ‘Global Responsible Tourism (RT) destination’, it is pertinent to remember a few key player behind this accolade. Started as the Consultant of State Poverty Eradication Mission (SPEM); popularly known as “Kudumbasree, Mr. Rupesh Kumar proved his excellence as a change agent. With his vast experience in socio-economic and political arena, off heat opinions and finely tuned missions, Mr. Rupesh united all stake holders under the RT flag.

Even though he breezed effortlessly through the sensitization programs and negotiations to ensure proper rapport between the stakeholders, the project met with an impasse at the procurement and supply phase. With an enthusiastic LSG representative to spearhead the negotiation, he could reach an amicable and mutually acceptable decision within no time. Through this delicate management maneuver, the responsibility of growth and sustainability was evenly placed on the shoulders of the stakeholders.

Adorning the role as the State Project Leader of Responsible Tourism initiatives of Government of Kerala was a real test of his mettle. In a short span of time Kumarakom gained worldwide attention with its sustainable actions and honored with various prestigious awards like UNWTO Ulysses Prize in the in the category of Innovation in Public Policy and Governance, Rural Tourism Innovation Award by PATA, Best Tourism Product Award by the Ministry of Tourism and President Recognition for Sustainable Tourism Development.

Responding to this achievements Mr. Rupesh opined that “It was one of the most satisfying endeavors that I have attempted even though project stretch me beyond my comfort zone and forced to walk the extra mile. It gave the much needed sharpening to my intellect and taught how to take a bird’s eye view on critical issues before taking the right decision”.

While narrating the success story of Responsible Tourism, it will be incomplete and ineffective if I forget a dynamic individual who was with the project since from the very inception; Mr. U.V. Jose (Former Director, Planning and Operations, Kerala Tourism), a brain behind innovations. As an architect from School of Planning Delhi, and an MBA holder, this dedicated official made everything luminous through his Midas touch. Being a person closely associated with Mr. Jose, I observed his meticulous planning, strenuous effort and studious approach to make things better which definitely added more vigor to the entire team.  

Dr. Venu V IAS (former Secretary, Kerala Tourism), G.C Damodaran (then President of Kumarakom Grama Panchaytah), and many others contributed for the smooth pace of RT Project.
Responsible Tourism initiatives at Kumarakom invariably proved that effective grass root level interventions can transform the lives of people. Lessons from this hinterland is an emulating strategy for local community empowerment and inclusive development by ensuring positive and meaningful involvement of the local community.  

(Paul V Mathew is a former State Team Member, Responsible Tourism Project. Currently he research Scholar at School of Management Studies (SMS), Cochin University of Science and Technology (CUSAT). E-mail: paulvmathew.hr@gmail.com )