Role of Government in Making Sustainable Destinations

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

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

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

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

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’

13. 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

15. Government intervention throughRT 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

20. Government intervention throughRT 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

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

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

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

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

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

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

33. Specific Roles of Government inPromoting Enterprises - Kerala Experiences Lead Role: State Government • 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

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

35. Specific Roles of Government inPromoting Enterprises - Kerala Experiences Lead Role: State Government • Providing local employment - State & Local Government • Enforcement of guidelines • Capacity building

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

37. Specific Roles of Government inDestination level RT initiatives - Kerala Experience Lead Role: 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

38. Specific Roles of Government inDestination level RT initiatives - Kerala Experience Lead Role: 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

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

40. Kerala Experience reinstatesthe vital role of local government in makingtourism destinations sustainable.

41. Thank You