Short films on responsible tourism launched at travel mart

Taleb Rifai, UNWTO Secretary General; A.P. AnilKumar, Tourism Minister; Suman Billa, KeralaTourism Secretary; watching a film on theResponsible Tourism initiative in Kerala, at theWorld Travel Market in London.

The United Nations World Tourism Organisation (UNWTO) has launched three short films showcasing the life-changing experiences under the Responsible Tourism (RT) initiative in Kerala at the World Travel Market (WTM) in London.

UNWTO Secretary General Taleb Rifai launched the films at the ongoing WTM on Wednesday in the presence of Minister for Tourism A.P. Anil Kumar and Secretary, Tourism, Suman Billa.

Introducing the films, Mr. Rifai said Kerala had placed RT at the core of tourism development since 2007 and was indeed an inspiration for the country. “Kerala has transferred the power of tourism into a force that improves livelihood, protects nature and builds bridges between cultures,” he said.

The films were premiered in the presence of more than 400 invitees, representing the who’s who of travel trade industry in the world.

“It is a proud moment for Kerala,” Mr. Anil Kumar, who spoke at the premiere hosted by WTM Show Director Simon Press, said. “The films show the world how our model of sustainable tourism is generating more employment opportunities in our villages,” he said.

True events

Directed by film-maker Anwar Rasheed, the films, based on true events, depict how RT initiative is helping empower the people and improve their lives while conserving nature. Conceived by Stark Communications, the films were produced by the Kerala Institute of Tourism and Travel Studies, the nodal agency for implementing RT.

‘Guide’ is the story of a shy village student who finds the confidence to become a tourist guide and interact easily with travellers. ‘Farmer’ shows how a cultivator in a remote village preserves many varieties of organic seeds turning his farm into a destination. In ‘Chefs,’ a group of homemakers become entrepreneurs and culinary experts, admired by tourists.

The three films, which highlight the RT slogan ‘Better Together,’ were shot in the picturesque villages around Kumarakom, Wayanad and Alappuzha.

Mr. Billa said the campaign would be launched on various television channels, cinema theatres and Kerala Tourism’s social media channels.