A New Chapter in Responsible Tourism
Kerala's tourism philosophy has been evolving for years, but recent initiatives are bringing the principles of responsible travel into sharp focus. Building on its well-established Responsible Tourism (RT) Mission, the state is moving to ensure its destinations
are not only beautiful but also impeccably maintained and welcoming. This isn't just about appearances; it's a strategic effort to make tourism more sustainable and beneficial for local communities. The core idea is to transform popular tourist spots into cleaner, safer, and more environmentally conscious spaces, embedding a sense of responsibility in both the hosts and the visitors. This approach aims to solve recurring issues like waste accumulation and poor visitor management that have previously challenged some of the state's most popular locations.
The Green Marshals Initiative
At the forefront of this new push is the 'Green Marshal' initiative, recently launched on a pilot basis in key destinations like Munnar, Wayanad, and Kovalam. These marshals are not just cleaning staff; they are a trained cadre of professionals tasked with environmental stewardship and enhancing the visitor experience. Wearing distinctive uniforms, their role is to guide tourists, promote responsible habits like avoiding plastic and littering, monitor for risky behaviours, and provide basic assistance. The goal is to shift from a reactive cleanup culture to one of proactive care. These individuals, often university graduates in tourism and travel management, act as friendly on-ground representatives dedicated to keeping Kerala's prime spots clean and safe. This programme is a direct response to the need for better on-ground management and the enforcement of a green protocol.
Beyond Cleanliness: A Focus on Conduct
The state's updated Responsible Tourism declaration emphasizes making Kerala a better place with better people. This extends to the 'conduct' aspect of the new tourism drive. The focus is on ensuring a safe and respectful environment for everyone, particularly for women, both as hosts and as guests. Through partnerships with organizations like UN Women, the state is working to strengthen gender equality and create verifiably safe destinations. This involves training for stakeholders across the tourism sector, from hotel staff and guides to transport providers, on how to interact with tourists respectfully and professionally. The aim is to build a culture of hospitality that is sensitive to the host culture while ensuring that all visitors, including the differently-abled, feel welcome and secure.
The Tourist's Role in the New Kerala
This renewed focus on responsible tourism also places a gentle expectation on visitors. The goal is a collaborative one, where tourists are encouraged to become active participants in preserving the state's beauty. The new Solid Waste Management (SWM) Rules even propose measures like levying user fees on tourists specifically to manage waste generation at destinations. The presence of Green Marshals is intended to create awareness and encourage environmentally responsible behaviour, such as proper waste disposal. By connecting visitors with local eco-friendly businesses, homestays, and regional crafts, the initiative also promotes a more authentic and impactful travel experience that directly benefits the local economy. It’s a shift towards a partnership model, where travelers are invited to help maintain the very environment they came to enjoy.
