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As the name implies Responsible Tourism shows full responsible to the field of tourism in Kerala with in a short span of time. From the inception onwards the positive response from the industry boosts the concept to show dedicated figures.  The Kerala State Tourism Department promotes responsible tourism in a sustainable way that is economically, environmentally and socially dedicated. The first attempt of Responsible Tourism in India is implemented in the God's own land and it stands much acclaimed today.
Inspired by the Second International Conference on Responsible Tourism in Destinations concluded in Kochi, Kerala on the 24th of March 2008, the Kerala Declaration put forth a call for action to all the stakeholders in tourism. The kick of to the process in Kerala starts with the State Level Consultation Workshop, better together on February 2007 at Kanakakkunnu, Thiruvananthapuram.  There in the meeting, KUMARAKOM, WAYANAD, KOVALAM, THEKKADY were decided as the pilot destinations to implement the Responsible Tourism initiative. Then the state level and district level RT committee were formed to co ordinate activities in triple bottom line area (economical, social and environmental).  It ensures the participation of local bodies, industries, community, kudumbasree units and Government as public private partnership (PPP) mode.
In the beginning stage the priority was given to the economic area. The demand assessment of products in the hotels was done and the Kudumbasree initiated the procurement supply mechanism. The Kerala state Tourism Department positioned RT consultants in destinations under the leadership of Kudumbasree units to stimulate procurement supply process. Mass mobilization, enlisting of products, supply calendar, distribution of seeds and fertilizers through Kudumbasree and Harithasree were implemented to encourage the cultivation and production. To boost up the production and to make revenue from sales, Activity group (Procurement & supply) and Samrudhi (open sale - RT shop) were formed. Kudumbasree took initiative to check out the price and quality of the products with the help of Price Fixing Committee and Quality Committee.
In order to ensure professional expertise and assistance in implementing the RT activities, The Government of Kerala has selected GITPAC International as the technical agency for the management and co ordination of responsible Tourism phase 1 through competitive bidding process.
Fixing the benchmarking areas in the triple bottom line (social, economical& environmental) it widens the area of social and environmental aspects in Responsible Tourism. It claims the increase in production enhances community benefits and sounds a good rapport with the hotels and resorts. By successfully implementing Responsible Tourism in the four destinations, a bunch of achievements can be mentioned when the primary phase of the programme is about to over.


The main highlight is the commitment to ensure a major portion of the revenue generated by tourism reaches key stakeholders mainly the local community.  The improvement in village lifestyle, working of small production units likes Kudumbasree and Harithasree making profits, formation of cultural groups to promote traditional art forms, conversion of lease land to agro fields, protection of flora, fauna and landscapes etc are the direct merits to be quoted under RT.



With In the two year period of time Responsible tourism touches heights and the demand arises for special village exploration packages. The graph displays that traditional tourism packages will be replaced by Responsible Tourism.   With successful Responsible Tourism in hand, Kerala- the glorified tourist destination of India is making waves across the tourism sector of the world.

IMPACTS IN THE SOCIAL, ENVIORNMENTAL and ECONOMICAL SPHERE
The concept of Responsible tourism show successful developments in Social, Environmental and Economical sphere of tourism in Kerala. The four spots, KUMARAKOM, WAYANAD, KOVALAM and THEKKADY emerged as strong destination of RT. Kumarakom becomes a model for economic responsibility activities with the strong support from the Kudumbasree groups, Local Self Government, Farmers and Industry partners. The organized work enhance and rejuvenate the local production of the region in terms of agriculture produces, fish, chicken, egg and other non-perishable items like flours, processed food, local snacks, etc Cultural wing and Handicrafts units started under the RT initiative contribute a major portion in the economic line.
While Social responsibility part being strategized; it was the local community envisaged in lead role and thus community initiatives were given prominence in this sector along with other bench mark areas like: Management of Tourism related Social issues, Safety Management, Visitors Management, Local Resource management, Souvenir, Local art and culture, Ethnic food, Health Management, Local Infrastructure, capacity building, Information of the destination, Character of destination etc. The special tour packages that explore the village life are highly effective to boost up social responsibility and it generates revenue to the local communities. Other areas of work in relation to the social life includes community Feedback survey on Tourism, Core Destination Community (Quality of Life) Survey, Zero Tolerance Zone - Strategic Planning for destinations, Visitor Management Plan for Edakkal Caves, Wayanad etc

Discussing on Environmental matters, RT implements revolutionary studies and surveys in the basic details of Energy, Water and Waste and systematically reveals a detailed Energy Audit Analysis among the partnering hotels at 4 destinations. This is expected to enter to next levels of preparing customized prescriptions for individual properties with a conservation focus. Responsible Tourism cell in destinations move against the negative impacts affecting the environment and promotes eco friendly products.   Within the initial Phase, RT initiatives in Kerala become a replicable model for the world. There is a wide scope for the initiative in tourism contributing and benefiting the local community while moving towards next levels with possible expansions. The experiments and best stories of initial period render how Kerala is suited in taking such a move forward.

A Model Destination – Kumarakom

Introduction on Responsible Tourism

Across the world tourism has today become a vanguard of change, transforming countries and states into buoyant economies. Kerala has emerged as one of the prime tourism destinations on the national and international map. Although tourism statistics show that a large amount of revenue is brought into the state, factors like the rate of leakage of tourism receipts and to what extent the local economy retains the revenues generated by tourism is still not clear. There are several challenges that the industry faces like environmental degradation, degeneration of cultural heritage and social inequalities.
Recognizing these adverse impacts and the priority expressed in the Cape Town Declaration call for action “to create better places for people to live in and for people to visit.” Kerala State Tourism Department takes forward the concept of responsibility in tourism into practice.

For giving a socio friendly face in the field of Tourism the Kerala State Tourism Department implemented the concept of Responsible Tourism.  Being a first attempt of its kind in India we started State Level Consultation Workshop on RT Concept and Implementation Framework, BETTER TOGETHER on February 2007 at at Kanakakkunnu Palace, Thiruvananthapuram.
Responsible Tourism through conferences: Kerala Declaration

1. Education and learning
2. Campaigning and awareness raising
3. Media
4. Empowerment
5. Taking responsibility for sustainable local social and economic development
6. Governance
7. Multi-stakeholder processes
8. Partnerships
9. Community-based tourism
10. Markets
11. Disability and inclusion
12. Commercial sustainability
13. Environmental sustainability
14. Monitoring, measurement and reporting
15. Awards
    
    Succesful Organizational Layout

In the Field:

The concept sets an impact with in a small period of time and successfully progressing in the state. The four main tourists destinations- KUMARAKOM, WAYANAD, KOVALAM , THEKKADY are now become the favorite Responsible Tourism (RT) centres in Kerala. The developments made by Responsible Tourism in the fore ground and back ground of these places were remarkable.
Kumarakom, the tourist village in Kottayam district, Kerala, India. The place is an abode to a wide variety of flora and fauna, agriculture and fishing. Kumarakom with its well balanced tropical climatic style is a wonderful tourist destination in the world tourism chart.

Responsible Tourism @ Kumarakom: Responsible Tourism at Kumarakom starts on December, 2007; but it is officially inaugurated on March, 2008. We started with discussions and one day workshops with all stakeholders. Understanding the future and need of Responsible Tourism, Kumarakom Grama Panchayath came forward to run the project on their land. As the local self body hold the key position in the works, the hurdles in the beginning periods were solved and Responsible Tourism is effectively boosted. Moving towards the second year Responsible Tourism at Kumarakom is being a big success.
Women empowerment: It’s highly appreciable that women understand the opportunity of money making through Responsible Tourism. About 900 women put direct involvement in production process and make revenue with in small period of time.
Employment opportunities: Responsible Tourism makes Kumarakom a paradise of revenue making jobs. Through small scale production and sale of traditional crafts and other ethnic products, native people make profits for their livelihood. Thus Responsible Tourism focuses on the economic participation of local people as direct owners in the business of tourism not just as beneficiaries of charity. Local self bodies also succeeded in concentrating profit oriented production and sales at Kumarakom.
Organized development: With the co-operation of State Tourism Department and Kumarakom Grama Panchayath, 15 hotels and many resorts joined the Responsible Tourism team. The united efforts open the door to market traditional products. Being a regular place of Responsible Tourism oriented profit making destination Kumarakom stands in the first place in the sector.
Responsible Tourism Destination Cell and its working: For supporting Responsible Tourism services and switching its performances to the next stages Responsible Tourism Destination Cell started in September, 2008. Co relating the technical, economic, social and environmental aspects more demand of tourism services was made available. Professionalism of Samrudhi group in matching the sales profile with the hotel and resort services, revenue stability is achieved. The group sells product to the public at reasonable rates and in open market.
Kudumbasree houses: To avoid a breakage in the flow of sales, Kudumbasree units are opened in the field. Vegetable cultivation by converting useless land to agricultural areas marks great success and it improves the sales graph also. To organize the production from the grass root level 9 Karshaka Samithis were formed in Kumarakom and one in nearby place Manjadikkare. Running of small scale Kudumbasree units with altogether 250 members, home stead farming by 512 families and Karshaka Samithis with 450 members holds the production and sales market of Responsible Tourism at Kumarakom.
Demand and supply: The deal made with hotels and resort groups agreed to purchase vegetables, fruits, eggs, meat and milk from the villagers. Specific arrangements have to be made for regular supply of quality items by the Kudumbasree units. Lease land farming (kudumbasree and Harithasree) were thus making profits. The pricing committee (DLRTC constituted pricing committee consisting of Gramapanchayath, Kudumbashree, DTPC, Purchase staff of Hotels) and the quality committee ( DLRTC constituted quality committee consisting of Gramapanchayath, Kudumbashree, DTPC, Hotels Chefs, Veterinary Surgeon, Agr. Officer, & Health Inspector) evaluates the products. 
Overview of Economic success: Responsible Tourism Destination Cell and Kumarakom Grama Panchayath maintain the production-sales-profit margin in the last year. The hotels under the Samridhi Activity Group marks an increase in sales revenue of 12,12,211,70 Rupees and in open market 2,55,361,60 rupees. From other successful Responsible Tourism projects 2,28,000 is generated at Kumarakom. The 80% of the revenue is distributing in the projects itself.
Highly organised and professional works makes the Responsible Tourism projects at Kumarakom successful and economically stable. The Responsible Tourism projects encourage the development of new tourism experiences which facilitate socially and economically positive host - guest encounters. Thus RT minimizes negative economic, environmental, and social impacts and generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry.
Revenue Generated:
 
R Total Turnover of Samrudhi Activity Group till May 2009:- Rs. 11,85,000/-
RTurn over of other Micro Enterprises till May 2009 (direct supply):- Rs. 2,05,000/-

Get in touch with the Society

Social responsibility programmes at Kumarakom under the Responsible Tourism started on September, 2008. Moving more close with the society results in the development in the fields and to know the fine chances in the destination.
Suvarna cultural group: The involvement of house wives in the area lead to the formation of a cultural group- Suvarna cultural group which performs the traditional art forms ( Thiruvathira, Kolkali, Vattakali)  for tourists. Another benefit of  Responsible Tourism is the formation of professional Shinkari Melam group by children. The group includes boys and girls within the age group of 8 to 14, which is the first chidren's Shinkari melam team in Kerala. Now many small groups of women and children participates this cultural feast in Kumarakom.
Handicraft and painting units working in the destination is making profits and also development of souvenir and its marketing is done.
Exploring the life: To feel the unexplored village life at Kumarakom two packages are introduced. 'Village life experience in Kumarakom' and 'A day with farmers' attracts the tourists. The revenue generated from the programme is divided among the families that involved in it. Two more such packages are also started primary functioning.
Community base tourism: As a part of community oriented tourism many new concepts are evolved. Festival calendar is one such product which gives full ideas about the festivals and their history. The destination profile, destination directory and resource mapping gives good picture about the place and the wide opportunity of tourism.
With the co operation of Hotel and Resort groups, an amount of twelve and half lakhs is invested to solve the drinking water problem in the area As a part of the social responsibility aspect of Responsible Tourism, destination labour directory, study on social problems evolved in village tourism and its solution, infrastructure gap assessment, security issues in the areas and its solution were functioned. Core destination survey in 463 houses and social survey in 283 houses get much response.
Enviornmental responsibility:

Overview: 

1. STREET LIGHT SURVEY COMPLETED
2. INDUSTRY SURVEY ONGOING
3. PLASTIC FREE ZONE DECLARATION
4. ALTERNATIVE ECO FRIENDLY PRODUCES
5. MANGROOVE   PROTECTION PROGRAMME IN PRACTICE
6. ORGANIC FARMING STARTED
7. GREEN PRACTICES STARTED IN HOTELS AND RESORTS
8. ZERO WASTE KUMARAKOM –PROJECT PREPARATION COMPLETED
9. RESOURCE MAPPING COMPLETED
10. Responsible tourism paved the way for the overall environmental developments in the native areas of Kumarakom. Road survey and street light survey were done and by the sudden action by the Government helps to solve the problems.
11. Another revolutionary change happened as a part of RT programme is the controlling and clearing of plastic wastes. Strict rules are implemented to clear out plastic bags in these areas. Using of paper and cloth bags is promoted with the help of Samrudhi activity group. Zero waste Kumarakom, a program implemented to make Kumarakom waste free is on its primary process.

Ecological Specification: 

R Bird sanctuary home to 91 species of local and 50 species of migratory birds
R Only breeding area of Night Herons in 1970s & early 80s
R The feeding and breeding grounds for numerous species of fishes
R A number of mangrove species, of which three are reported only from Kumarakom
Positive approach on Waste lands: The main highlight of the Responsible tourism is the conversion of useless lands in agriculture paradise. 56 acres of waste land is developed into vegetable and medicinal plant cultivating areas. This successful revenue making programme is continuing and spreading to other areas of Kumarakom.
Caring of Kandal kadu:  Special attention is given to the nature product, mangrove (kandal kadu) in Kumarakom. To care the mangrove 'Kandalammachi', a native of the area is used and by her initiative kandal seeds were supplied to every houses.
Fish farming: A survey was conducted on the waste ponds in the area. Based on the study and research fish farming and lotus cultivation were done in these waste ponds. Fish are used as food and lotus is given to welcome tourists to the destination in a formal style. Now it becomes a great assest for the villagers and they used to spread it to many areas.
Bicycle tourism:  Cycling is introduced in the tour packages. The thrilling experience of cycling in the packages attracts tourist and the demand increases. Hotel and resort groups are providing cycles for rent and it also become a smooth going business.
Importance of bird sanctuary:  Knowing the wide opportunities of tourism in connection with bird sanctuary effective measures are taken as a part of Responsible Tourism. A study on the bird life, survey on the bird count, additional information on the birds, visitor management and other arrangements for bird watching were effectively manipulated. 
In the meantime the energy management of the hotels and resorts, waste management in the area were cleared out by time making the area more nature friendly.
A fully involved work from the tourism industry partners (hoteliers, restaurant operators, tour operators, travel agents, home-stay operators, souvenir shop owners, various agencies offering tourism products etc) , representatives from local self governments, people’s representatives, NGOs / CSOs, government officials, academicians, media etc. gained the success within two years.

Kumarakom was the first tourist centre in the State that adopted the Responsible Tourism concept and now by telling the success story to the world, the place becomes an icon in the tourism sector.