Kerala’s New Responsible Tourism Campaign inaugurated

Statewide initiative will see RT extended further to rural Kerala

Kerala’s statewide campaign focused on Responsible Tourism -titled ‘God’s Own Country, People’s Own Tourism’ - was inaugurated by Mr. Oommen Chandy of Chief Minister  of Kerala at the Legislative Assembly complex, Trivandrum today, Dec 18, 2014.

The initiative, which is part of Kerala government’s Mission 676, aims to link tourism with the mainstays of rural Kerala including agriculture, traditional trade, village lifestyles and art forms. It will be implemented through 112 selected local self government groups and as a participatory project is expected to strengthen both tourism and the lives of the people touched by it.

The Chief Minister released the logo of the new promotional campaign by handing it over to the Kerala Tourism Minister Mr. A P Anil Kumar.

Mr. Chandy said Prime Minister Mr. Narendra Modi’s praise for Kerala tourism at the recent Chief Ministers’ meeting symbolised recognition for state tourism at the national level.

“The Prime Minister has shown special interest in the developing possibilities of Kerala Tourism. The project under the Kerala Government's Mission 676 will be of benefit to the tourism industry as well as the public,” he added.

Even though Kerala Tourism has conducted several campaigns at the national and international level to promote RT, this is first of its kind in the state, said Mr. A P Anil Kumar. He also pointed out that an awareness campaign will be launched next week to inform the people on the possibilities of tourism possibilities. "Various television channels and cinema theatres will serve as a platform for the 'God's Own Country, People's Own Tourism' campaign,” he added.

Three films, produced by the Kerala Institute of Tourism and Travel Studies (KITTS), the nodal agency for Responsible Tourism in the state, were screened at the function. The films conceived by Stark Communications and directed by the renowned filmmaker Anwar Rasheed premiered at the special session of World Travel Mart (WTM) held at London last month.

The films 'Guide', 'Farmer', 'Chefs' focuses on the rural lives of Kerala and shows how Responsible Tourism has helped the local people, who have excelled as tourist guides, and organic farmers, and culinary experts, market their products to the tourists respectively.

Tourism Secretary Mr. G Kamala Vardhana Rao IAS, Kerala Tourism Director Mr. P I Sheikh Pareeth IAS

and KITTS Director Dr Rajashree Ajith were present on the occasion.