Kerala launches new Responsible Tourism campaign


Trivandrum: Kerala’s new campaign focused on Responsible Tourism, titled ‘God’s Own Country, People’s Own Tourism’, was inaugurated by Chief Minister, Shri Oommen Chandy at the Legislative Assembly complex here.

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 Tourism Minister, Shri A P Anil Kumar.

Even though Kerala Tourism has conducted several campaigns at the national and international level to promote Responsible Tourism, this is first of its kind in the State, said the Tourism Minister. 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”.

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, G Kamala Vardhana Rao; Kerala Tourism Director, P I Sheikh Pareeth and KITTS Director, Dr. Rajashree Ajith were present on the occasion.

Kerala Biz News


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