Context:

Kerala has emerged as one of the prime tourism destinations on the national and international map. In 2006, foreign tourist arrivals rose by around 25% with the total number of international likely to be close to 4.5 lakh.[1] In 2005, the total number of foreign tourist arrival was around 3.4 lakhs and the number of domestic tourist arrival numbering to 59.4 lakhs. The total earnings from tourism (including direct and indirect) in 2005 is estimated as Rs.7738 crores, showing an increase of 13.31% comparing to the figures in 2004.[2] The World Travel and Tourism Council (WTTC) has forecast that Kerala will record 11.6 per cent annual growth in tourism during the coming decade, the highest in the world for any tourism destination.[3]

Tourism is encouraged as it has the potential to provide employment, cultivate tolerance and encourage knowledge of different cultures, while aiding in the preservation of heritage and the environment. However recent trends raise concerns about the negative impacts of tourism. Although tourism statistics show that a large amount of revenue is brought into the state, factors like the rate of leakage of tourism receipts and to what extent the local economy retains the revenues generated by tourism is still not clear. Analyzing these would help establish baseline data on the local linkages, and set a measurable road map to increase local benefits. Tourism destinations are facing increasing pressures on their natural, cultural and socio-economic environments. Uncontrolled and unregulated tourism growth, often based on short-term priorities, invariably results in adverse impacts that negate the positive potential of tourism.

Recognising these adverse impacts, the state government, panchayat bodies, the tourism industry as well as civil society groups have taken initiatives to promote notions of responsibility in tourism. The Kerala Vision 2025 policy document addresses the need to conserve and preserve the nature, art, culture and heritage of the state and to regulate tourism through state and local government collaboration with industry. The document also acknowledges the need to involve the community in the planning, awareness-building and implementation of tourism projects. The Kerala Tourism (Conservation and Preservation of Areas) Act 2005 and the Kerala Ayurveda Health Centers Ordinance 2006 addresses certain elements to ensure responsibility in tourism. The state tourism department has outlined its Travellers Guidelines for Responsible Tourism and Guidelines for Tour Operators. The Kumarakom Panchayat in consultation with other civil society groups and members of the trade prepared a Peoples Charter and Draft Guidelines for Sustainable Tourism in Kumarakom.4]

At the national level, the Ministry of Tourism (MoT) in its National Tourism Policy 2002 urges members of the industry and trade to voluntarily formulate their own codes as working principles in tourism. The MoT on its ‘Incredible India’ website has put out a ‘do's and don'ts’ list for visitors to its ecotourism destinations. The Government of Goa has legislated the Goa Children’s Act (2003) which particularly refers to protection of children from sexual exploitation in the context of tourism. The local administration of Ajmer (Rajasthan) came out with basic guidelines following a recent series of incidents of insensitive and inappropriate tourist behaviour. A collective network of civil society organisations (Johar Adivasi Kaylan Samiti, Hari Ghati, MDAC, Sal, to name a few) have come together to form the Jharkhand Tourism Co-ordination Committee (JTCC) and have formulated their vision of tourism development and outlined their views in the Jharkhand Peoples Tourism Policy, which they have placed before the state government. The Travel Agents Association of India has formulated a code of ethics to ensure that agents representing clients follow best practices of salesmanship and ethical conduct.  

At the international level, the UNWTO (World Tourism Organisation) has come up with the Global Code of Ethics for Tourism to set a frame of reference for responsible and sustainable development of world tourism. Organisations like the International Centre for Responsible Tourism (ICRT) have come up to work with the private sector, government and local communities to take responsibility for achieving sustainable tourism, and to create better places for people to live in and for people to visit.