KERALA LAUNCHES NEW RESPONSIBLE TOURISM CAMPAIGN
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The United Nations World Tourism Organisation (UNWTO) has put its weight behind Kerala by launching the three new short films showcasing the life-changing experiences under the state's Responsible Tourism initiative at WTM London.
Taleb Rifai, Secretary General, UNWTO launched the three films produced by Kerala Tourism at WTM on November 5. Introducing the films at a special session of the WTM, Rifai said that Kerala has placed Responsible Tourism at the core of tourism development since 2007 and is indeed an inspiration for the country. “Kerala has transferred the power of tourism into a force that improves livelihood, projects nature and builds bridges between cultures”, he added. Kerala Tourism Minister A P Anil Kumar and Tourism Secretary Suman Billa were present on the occasion. The minute-long films depict how the Responsible Tourism initiative, which links the local community with the hospitality industry, is helping to empower the people and improve their lives while conserving nature.
The films conceived by Stark Communications and produced by the Kerala Institute of Tourism and Travel Studies, the nodal agency for Responsible Tourism in the state, were premiered in the presence of more than 400 invitees, representing the who's who of travel and trade industry in the world.
"It is a proud moment for Kerala," said Anil Kumar, who spoke at the premiere hosted by WTM Show Director Simon Press. "The films show the world how our model of sustainable tourism is generating more employment opportunities in our villages," he added.
In January this year, Kerala Tourism had won the UNWTO's coveted Ullysses Prize for excellence in pioneering global sustainable tourism models for its Responsible Tourism project in Kumarakom. It was the first time an Indian tourism board had won the prestigious prize. "The Responsible Tourism model has touched our state and our people in many ways," said Anil Kumar. "Along with enriching the lives of our people and generating jobs for them, it has succeeded in safeguarding local ethos and cultural heritage, rejuvenating traditional farming methods and preserving natural resources," he said.
"Our experience in practicing Responsible Tourism is an eye opener for other tourism destinations across the world," said Billa, referring to the launch of the films by UNWTO. “These films, inspired by true stories will motivate others to follow Responsible Tourism for growth and development while practising environment-friendly tourism," he added.
The three films, which highlight the Responsible Tourism slogan ‘Better Together’, were shot in the picturesque villages around Kumarakom, Wayanad and Alappuzha. "The films will certainly help evoke pride among the people of our state leading to further awareness and increased openness towards tourism initiatives," said P I Sheikh Pareeth, Director, Kerala Tourism.
The campaign will be launched in India on various television channels, cinema theatres and Kerala Tourism’s social media channels.