Published on May 31, 2014
Green Life India Solutions, Kochi © Presentation Conceived and Designed by Paul V Mathew, Mob: +91-9745482028. Kerala Experiences LivelihoodSkill Knowledge
Degeneration of cultural heritage and social inequalities Leakage of economic benefits to outside region Increasing environmental impact Inadequate local benefits Unregulated development Even when tourism brings large revenue into the state, the following issues are disturbing factors: The realizations had opened more schools of thought in the sector which are more prone to: community friendly, people oriented, participatory and sustainable with more responsible approaches.
Though the concept of Responsible Tourism was there right from 1996, it was after the Capetown Declaration that a detailed picture evolved. World Tourism Organisation, then formulated a global code of ethics, which stressed on the necessary changes to take place in the nature of tourism and its impacts on society. Essence of these documents is that since tourism is temporary visit to a local community, greater attention is to be paid to ensure that it poses no threat to the local community. Moving towards Responsible Tourism
What benefits do the local community receive when a tourist visits the place. How does the tourism industry affects the environment of a particular region. How tourism influences our culture and social relations ECONOMIC ENVIRONMENTAL SOCIAL The Triple Bottom Line of RT
Responsible Tourism through conferences •Minimizes negative economic, environmental, and social impacts; •Generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry; •Involves local people in decisions that affect their lives and life chances; •Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity; •Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues; and •Is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence. Cape Town Declaration defined Responsible Tourism as having specific characteristics •Education and learning •Campaigning and awareness raising •Media •Empowerment •Taking responsibility for sustainable local social and economic development •Governance •Multi-stakeholder processes •Partnerships •Community-based tourism •Markets •Disability and inclusion •Commercial sustainability •Environmental sustainability •Monitoring, measurement and reporting •Awards The 2nd International Conference came up with broad recommendations for actions in the specific areas Cape Town Declarat ion Kerala Declarat ion
Key Players at Tourism Destination Community Industry Place Economic Destination
Characteristics of Key Players Place • Natural/Built Heritage • Geographical features • Environment features • Biodiversities Industry • Destination Promotion & Marketing • Hospitality services • Travel Tourism Services • Entertainments • Events Community • Host Lifestyle • Art & Culture • Ethnicity • Traditions
Kerala - The God’s Own Country
Implementing RT in Kerala
1st Step First Attempt of its kind in India: State Level Consultation Workshop on RT Concept and Implementation Framework February 2007 at Kanakakkunnu Palace, Thiruvananthapuram
Kovalam Beach Kumarakom Backwaters Thekkady Forest & Wildlife Wayanad Nature & Ethnic life RT - Pilot Destinations
Current Context Expected Output Industry – Community Conflict Industry – Community Cordial No Community Involvement in Tourism Active Community Involvement in Tourism Development No economic benefit for Local community Generates economic benefit for Local community High Negative Impacts towards Local life and Culture Minimised Negative impacts towards Host life and Culture Positive impacts unreached Enhanced Positive Impacts Non-Participatory planning and implementation Participatory planning and implementation Lack of Systematic Destination Planning Systematic & Comprehensive Destination Planning Unscientific practices damage environment Scientific practices to preserve environment and biodiversities Economic Socio-cultural Environm ental RESPONSIBLE TOURISM
State Level RT Committee (SLRTC) Executive Committee Destination Level RT Committees (DLRTCs) Executive Committee Kovalam Kumarakom Thekkady Wayanad ECO SOC ENV ECO SOC ENV ECO SOC ENV ECO SOC ENV Economic Working Group Social Working Group Envrmnt Working Group RT Organizational Structure - Kerala
Evolving a PPP Model • Policy Initiatives and support at all levels • Liaison for the RT initiatives among partners and stakeholders Dept. of Tourism/DTPC • Lead role in field programme and Facilitate programme coordination at grass roots • Provide financial and institutional support through plan schemes or linking to other sources Local Bodies • Purchase and promote local goods and services • Integrate community activities and attractions to tour packages • Provide platform for healthy linkages to benefit local community • Adopt and promote healthy environment practices Industry • Active partner to coordinate production, procurement and supply of local goods • Build capacity of micro enterprises towards product development/ diversification and value addition Kudumbasree • Preserve local culture, values and nature • Enhance production of local goods and services • Orient towards tourism friendly attitudes and practices • Achieve capability to cater to the industry requirements Local Community
Facilitation GITPAC Intl. is the Tourism Planning and Consultancy Division of Air Travel Enterprises Positioning RT Technical Support Unit Dept. of Tourism has selected and positioned Great India Tourism Planners and Consultants International (GITPAC Intl. ) for the management and coordination of RT Initiatives Kerala Phase 1
G I T P A C I n t l . T o u r i s m P l a n n i n g & C o n s u l t a n c y D i v i s i o n o f A T E G r o u p o f C o m p a n i e s Bench Mark Areas - Kerala
Economic Reasonable business practices Support to small, medium farmers/ producers and micro enterprises Develop quality products that reflect, complement, and enhance the destination Foster the development of community-based tourism products Creation of value addition for local expertise and raw materials Platform for livelihood activities /employment for the local people in the industry Market tourism in ways which reflect the natural, cultural and social integrity of the destination Promote those forms of tourism where the product itself focuses on a local experience Social Marketing
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 Role of Media Local Community sharing Information of the destination Character of destination Social
Waste management • Solid • Liquid Pollution prevention Energy management • Conservation measures • Renewable resources • Sensitizing guests Land use management Water management • Usage/Consumption • Conservation Environmental conservation/ management Conservation of Biodiversity Transportation Environmental Education Initiatives Environment friendly Purchase Policy Environment
G I T P A C I n t l . T o u r i s m P l a n n i n g & C o n s u l t a n c y D i v i s i o n o f A T E G r o u p o f C o m p a n i e s Kerala Initiatives – Steps for field interventions
Partners •Convene State/Destination Level RT Committee and its functions •Policy Initiatives and support at all levels •Liaison for the RT initiatives among partners and stakeholders Dept. of Tourism/DTPC • Lead role in field programme and Facilitate departmental/ organizational coordination at local level • Provide financial and institutional support through plan schemes or linking to other sources Local Bodies •Purchase and promote local goods and services •Integrate community activities and attractions to tour packages •Provide platform for healthy linkages to benefit local community •Adopt and promote healthy environment practices Industry •Active partner to link the community with industry coordinating production, procurement and supply of local goods •Build capacity of micro enterprises towards product development/ diversification and value addition Kudumbasree •Preserve local culture, values and nature •Enhance production of local goods and services •Orient towards tourism friendly attitudes and practices •Achieve capability to cater to the industry requirements Local Community
• Hold destination level meetings at selected destinations of tourism industry, local self government, Kudumbasree, other related government agencies, NGOs and local community representatives and identify agreed industrial partners. Step 1: • Constitute Destination Level RT Committees (DLRTC) after the destination level meeting.Step 2: • To conduct industry surveys and survey of local resources (Demand Vs Supply)Step 3: • Sign agreements with hoteliers for local procurementStep 4: Proposed Steps for Implementation after 1st SLRTC (20th April 2007)
There will be a regular demand from the hotels for the identified items. Hotels are willing to purchase vegetables, milk, fruits, eggs and meat from local. Specific arrangements have to be made for regular supply of quality items. There is demand for organic products. Proposed Steps for Implementation after 2nd SLRTC 10th August 2007 Demand Side Supply Side Kudumbashree has come up with supply plan at destinations
Kumarakom 24.13 sq. km. Vembanad Lake 15.04 sq. km. Land 1 12.50 sq. km. Paddy fields Total Area:51.67 sq. km.
Bird sanctuary home to 91 species of local and 50 species of migratory birds Only breeding area of Night Herons in 1970s & early 80s A number of mangrove species, of which three are reported only from Kumarakom The feeding and breeding grounds for numerous species of fishes Ecological Specialities/ Importance
Started with the lease of KTDC land in the bird sanctuary area to Taj Kerala Resorts Limited in the 1989 Flourished after the visit of former Prime Minister A B Vajpayee in 2000 Tourism Development
Tourism Infrastructure & Employment Type Beds Employment Direct Indirect Big Heritage Resorts (8) 580 740 324 Medium Type Hotels (7) 94 44 20 Lodges, Guest houses, home stays (21) 106 rooms - - Recreation Clubs (3) - 12 3 Micro enterprises – boats, parlours, taxi, etc. - 170 0
Although the conversion of land reduced the agricultural yield and employment, the temporary employment in the construction sector and relatively higher wages earned, made the local workers happy 80% of the regular employees in big hotels appointed from outside Kumarakom Most of the local labourers lost their traditional occupation and those displaced from the lands converted for tourism could not be compensated with alternative jobs Clustering of the resorts blocked access of Local people to Lake who depended it for household activities, fishing and shell collection Well received by the local people initially with the land value increasing many folds Impact due to Tourism Development
Efforts in Field to Cater Industry Demands Cultivation/ Production initiated Project preparation and Ensuring Capital investment Expert training Selection of entrepreneurs/ groups Enlisting product range which can be produced at Kumarakom Trust building among community Mass mobilization (Campaign Mode)
Response from Industry Initially the Industry response was not productive and supporting Only 3 hotels were agreed to purchase minimum produces Doubt on range of produces and price Doubt on quality Doubt on Consistent supply Doubt on meeting daily requirements Issue on terminating regular retail suppliers Issue on packaging/ branding/ tax
After One Year Stabilized Production Units Efforts to meet the gap areas in demand – supply Enhanced one to one with hoteliers Strengthened Community rapport Industry purchase still in Minimum quantity 15 hoteliers signed partnership agreement But active partnership only from 8 to 10 Total revenue generated: 12 lakhs 20 Kudumbashree cultivation groups (250 women) 10 Farmers’ collective (450 men) 510 Homestead farming units 20 Micro Enterprises Samrudhi RT Shop
In this era of globalization knowledge is too near to inquisitive minds that makes all the far very near. To cop up with the emerging challenges, people strive to unravel and groom their latent talents. Amid competition and rapid changes, the real bottom of the pyramid becomes marginalized. In this juncture, a luminous vision and a leading mission can make a giant leap. Now Green Life India Solutions takes the notion of inclusive and sustainable development. Let’s strive together for a better tomorrow. Faster, Sustainable and Inclusive Growth should me our motto in the endeavor. Thank You
Extending Support • Resource Mapping Tools • Empanelling Resource Persons • Preparation of Detailed Project Report (DPR) • Local Sensitization Programs • Resource Mobilization and Ancillary Supports • Training and Development Projects • Gap Assessment and Need Analysis Study • Advising Infrastructure Solutions • Green Projects Consultancy • Course and Curriculum Design Green Life India Solutions Kochi, 682311 Mob: +91 – 9745482028 firstname.lastname@example.org
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