Kerala to be positioned as global sustainable tourism brand

New draft policy highlights private investment: sustainability: 2.6 million international arrivals and 18 million domestic tourists

The policy includes a number of sustainable tourism issues:

A Responsible Tourism classification based on the principles of Global Sustainable Tourism Criteria will be introduced. At least 30 per cent of the classified and approved units located in rural areas will be converted to RT classified units in 10 years.

Priority will be for small- and medium-level investments in the tourism sector. Incentives linked to RT practices will be introduced. The existing investment subsidy schemes will be withdrawn by 2013. A new system will be introduced whereby 15 per cent of the total investment, with an upper limit of 2m rupees, will be given as subsidy to those classified under RT.

Measures to encourage private investment in tourism while adhering to the principles and practices of sustainability, fast-track clearance for projects that cost above 1m rupee tax holidays for accommodation units in the northern districts, and steps to attain 2.6million foreign tourist arrivals and 18 million domestic tourist arrivals by 2021 are the highlights of the draft tourism policy of the State.

The mission of the policy is to provide a world-class yet local experience to tourists, attract investment that will be sensitive to the natural environment, ensure benefits of tourism to communities and value their contribution, and position Kerala as a visible global brand.

A new campaign on Kerala Waste-Free Destination will be launched with the active participation of local bodies, non-governmental organisations, and self-help groups.

Houseboat operation and cruise activities will be spread to underused stretches and regions. The Tourism Department, in association with the Irrigation Department, will construct jetties, parking and loading bays, and boarding points. Special incentives will be provided for houseboat operations in areas other than Vembanad Lake.

Approval from the department will be made mandatory for obtaining licence from local self-government institutions for home-stays and Ayurveda centres.

To showcase the diverse natural and cultural heritage, separate thematic museums will be established. The department will extend financial support for starting 10 such museums within 10 years. Feedback surveys will be conducted at major destinations periodically.

The department will aid the hospitality industry in developing multi-experience packages and products to increase the average length of stay of a foreign tourist from the present 16 to 21 days. Promotion campaigns for emerging destinations such as Bekal and Waynand will be taken up.

To meet an alarming shortage of skilled manpower in the tourism sector, the Kerala Institute of Tourism and Travel Studies (KITTS), under the department, will be converted into an apex institute catering to the human resource requirement of the industry.

A State tourism advisory committee will be set up to advise the department on destination development, tourism product development, tourism marketing strategies, human resource, and tourism research, and to promote the State as a premier tourism destination.

Valere Tjolle
Valere is editor of the Sustainable Tourism Report Suite 2011 Special Offers HERE