London: Giving the much-needed impetus to the State’s tourism sector which was reeling under the impact of the unprecedented floods that occurred in August this year, Kerala Tourism’s Responsible Tourism (RT) Mission initiatives won laurels at the recently held World Travel Market (WTM) London 2018.
Kerala Tourism wins 'Best in Responsible Tourism Award' in the Gold category; Jury praises Village Life Experience Tours of Kumarakom
In the maiden edition of International Travel & Tourism Awards (ITTA) presented by WTM at Tobacco Dock in London, Kerala Tourism received ‘Best in Responsible Tourism Award’ in the Gold category. In yet another achievement, Kerala’s RT initiatives at Kumarakom were accorded the ‘Best in Managing Success Award’ in the Gold category at the World Responsible Tourism Awards 2018. According to the Jury, ‘‘The village of Kumarakom has developed a Responsible Tourism programme to address the environmental challenges and increase the positive impacts of tourism through encouraging the growing of produce for the industry and creating Village Life Experience tours to improve the visitor experience and ensure that local people had a stake in the industry and benefit from it.’’
Kadakampally Surendran, Minister for Tourism and Rani George IAS, Secretary, Kerala Tourism jointly received both awards. Rahul R IRS, MD, Kerala Tourism Development Corporation was also present.
Coconut Lagoon, the premium heritage resort of CGH Earth Experience Hotels at Kumarakom, also won the ‘Best for Local Economic Benefit’ award in the Silver category. Presenting the award, the jury hailed the resort’s work to create shared value for the local community, by crafting opportunities for local people which go beyond generating employment and the sourcing of local produce. ‘‘Whether enabling an old lady from the community to make a living by weaving and selling screw pine from her shop within the hotel grounds, or employing the owner of a small tea shop in the village they seek to create additional shared value for the local community while enhancing the guest experience,’’ it noted.
Fringe Ford Wayanad, a five-room guesthouse on a former cardamom and coffee plantation stretching over 1000 acres, 520 acres of which have now been rewilded, bagged the ‘Best for Wildlife’ Award in the Gold category. The Jury applauded the significance of its rewilding initiative in India, a conservation strategy more common in Africa.
Speaking to Destination Kerala, Minister Surendran said the credit for this international honor primarily goes to Kerala Responsible Tourism Mission for its persistent and systematic efforts in popularising the best practices. ‘‘Kerala has 10,938 units working under RT Mission. Over 50,000 families enjoy the fruits of Responsible Tourism in the State. Through the various units of RT Mission, 27,470 people directly and 43,952 people indirectly have benefited. After setting up the RT Mission in July 2017, the income generated by the units registered with RT Mission stood at Rs. 5.35 crore between August 2017 and October 2018,’’ he said. Stating that the laurels were a matter of great pride for the entire state, Rani George said Kerala’s initiatives in RT have earned international attention and have duly been awarded. ‘‘RT Mission has implemented 477 packages in one year and around 30,422 tourists reached select villages of Kerala through these packages. As a result, the traditional workers of the villages could earn an income of Rs. 48 lakh,’’ she added.
P Bala Kiran IAS, Director, Kerala Tourism said the award will encourage the State to take the Responsible Tourism activities forward in a more effective manner. Rupesh Kumar, State Coordinator of Kerala RT Mission founded on October 20, 2017, said this award will impart further strength to community-friendly tourism in Kerala. ‘‘For us, RT initiatives have never been a showcase activity. We have created our own model and always been working to ensure that tourism activities touch local people’s lives meaningfully. The present distinctions are the result of decade-long work and I am really very happy about it,’’ he said.
Led by Minister Surendran, Kerala delegation had nine sellers including Kerala Tourism Development Corporation (KTDC), Pioneer Personalized Holidays, Intersight Tours & Travels, Abad Hotels & Resorts, Grand Hyatt Kochi Bolgatty, Spiceland Holidays, Xandari Resorts, The Zuri Kumarakom and Alhind Tours & Travels. Earlier, the Minister inaugurated the house boat-themed Kerala Tourism pavilion in the presence of Rani George IAS, Rahul R, Abraham George (Intersight Holidays); U C Riyaz (Spiceland Holidays) and Jibran Asif (Abad Hotels & Resorts).
HIGHEST ATTENDANCE EVER
WTM London 2018 and its co-located sister event Travel Forward experienced a 6 per cent increase in visitors fuelled by a rise in senior travel and tourism industry professionals attending the event, according to unaudited figures. The event saw visitor numbers – including exhibitor invitees, WTM Buyers’ Club members and trade visitors – increase by 6 per cent to 32,700. Overall participant numbers increased to 51,409 – making it one of the highest attended of the 39 WTMs that have taken place in London since it launched in 1980.
Kerala Tourism made India proud as the State’s Responsible Tourism (RT) initiative won the ‘Best in Responsible Tourism’ award in Gold category at the first International Travel & Tourism Awards (ITTAs), presented by WTM London. Held at Tobacco Dock in London, Kerala Tourism Minister Kadakampally Surendran and Secretary Rani George IAS received the award in front of an elite audience of more than 500 senior industry professionals. The Jury noted, "The rural life in Kerala, untouched by the mighty hands of industrialisation and much of the repulsive transformation of urban sophistication, needs a special mention as it offers a paradise to travellers. The serene backwaters, swaying coconut palms, soothing paddy fields, everything makes the village life of Kerala a memorable experience. One that can be experienced fully only when travelling like a local and it is primarily keeping this in mind that the Village Life Experience Project was shaped."
Kerala Tourism made India proud as the State’s Responsible Tourism (RT) initiative won the ‘Best in Responsible Tourism’ award in Gold category at the first International Travel & Tourism Awards (ITTAs), presented by WTM London. Held at Tobacco Dock in London, Kerala Tourism Minister Kadakampally Surendran and Secretary Rani George IAS received the award in front of an elite audience of more than 500 senior industry professionals. The Jury noted, "The rural life in Kerala, untouched by the mighty hands of industrialisation and much of the repulsive transformation of urban sophistication, needs a special mention as it offers a paradise to travellers. The serene backwaters, swaying coconut palms, soothing paddy fields, everything makes the village life of Kerala a memorable experience. One that can be experienced fully only when travelling like a local and it is primarily keeping this in mind that the Village Life Experience Project was shaped."
