For a tourist destination that discovered itself only a decade ago, Kerala has become a mature destination. The transition has been quick, feels Dr. Harold Goodwin, Professor of Responsible Tourism (RT) Management at Leeds Metropolitan University and currently on a visit to the State. He is here to collect material for his book: Tourism and Local Economic Development, which is collaboration between KITTS (Kerala Institute of Tourism and Travel Studies), Department of Tourism and the hotel group Cgh Earth. An authority on the subject, Harold Goodwin says that Kerala leads in the example of RT, followed by South Africa and Gambia.
This is Goodwin's fifth visit. He was earlier in Thiruvananthapuram, in 2008, at the inaugural conference on RT. The simplest way to define RT and Kerala's position, he says is thus: It is making better places for people to live in and better places for people to visit. Kerala's success in the field is because of a strong civil society, a vibrant Panchayat system and the method of linkages between the industry and the local population. RT involves a symbiotic relationship between the industry and the people; it also means conservation of local heritage and of living culture, all of which is being done in the State. A fallout of this arrangement is a healthy respect between the guest and the host.
And though Kerala is a leading example, more can be done.
“You could do more of what you are already doing,” he says explaining that while some pockets in the industry are following RT to a tee, the rest could do so as well.
The entire hospitality industry could source materials from local populace. A concerted effort should be made to promote local artistes and conserve the heritage. “One of the things for any destination should do is to select the type of tourists you want, the guests you wish to entertain,” he says citing the example of New Zealand. By selecting your guests only means choosing the kind of tourist who does the least damage and derives maximum happiness from his visit.
Marketing
“New Zealand has marketed itself very successfully. Incredible India brand is only second to the NZ brand- 100 percent pure.”
As an example he says that Fort Kochi could encourage, through marketing, guests who enjoy cultural heritage and hence they would value the fragility of the place, while Kovalam could be sold as a sea, sand surf destination.
He recommends aggressive marketing of monsoon tourism, because the natural phenomenon strikes Kerala first. “It would be wise if more effort was put into that. We don't see much images of the monsoon outside. It's a good story to be pursued,” he said.
Like village tours, done by many tour operators in North India, which were changing lives of BPL families, he recommends something similar to be applied here.
The trend in the west is of travellers looking for “differentiated product” and heritage, culture, sanctuaries could make the difference.
“You have to look at your natural competitive advantage. You have the backwaters, the amazing festivals and agriculture to experience. Play to your strength,” he advocates.
Surprisingly it was a research piece on Keoladeo bird sanctuary in Bharatpur, in 1994 that sparked the RT bug in Goodwin. Eighteen years in the field he is happy that the cause he champions is bringing in money and respect in people's lives.
RT related plans in the offing are establishing a link with ICRT (International Centre for Responsible Tourism) and KITTS, a conference scheduled later this year and setting up of a summer school with participants from across the world.
Goodwin, sitting in the conserved precincts of Brunton Boatyard Fort Kochi ends by saying,
“Do not access your success on arrivals but in terms of contribution to society.” Kerala he affirms seems to be on track.
