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HomeNewsStatesKerala targets European market

Kerala targets European market

Sharing the sustainable practices and ethical methods to drive the responsible tourism agenda, Kerala Tourism participated in a three day-long World Travel Market London 2017 to highlight success of the state’s “Responsible Tourism Mission” at a global platform. A special session on “Kerala’s Responsible Tourism Mission” was organized on Monday (Nov 6), moderated by Harold Goodwin, WTM Responsible Tourism Advisor wherein Jose Dominic, CEO, CGH Earth Hotels, Cochin, Kerala, India & Xu Jing, Regional Director for Asia and the Pacific, UNWTO were present along with Dr. Venu.

Kadakampally Surendran, Minister for Co-operation, Tourism and Devaswoms, Government of Kerala inaugurated the Kerala Pavilion followed by the launch of KTM brochure 2018. The pavilion was themed around Backwaters and Houseboats. The overwhelming response received by Kerala Tourism pavilion was a testimony and reflection of Kerala’s stature on the world tourism map.

The WTM’s location added to its importance as the UK is the primary source market for Kerala Tourism. Kerala received 155,548 tourists from the UK last year, accounting for 17 per cent of the total foreign tourist arrivals to the state. Kerala Tourism has been conducting road shows in Britain and has been participating in the World trade Mart (WTM) for the last two decades.

Sharing views on the sustainable development approach, Surendran said, “Owing to the tremendous growth of Indian tourism industry, there is an immediate need to invest and focus on sustainable tourism practices across the world to conserve India’s vibrant heritage. Kerala Tourism has always been on a forefront to promote tourism in a responsible manner.”

Highlighting the significance of Responsible Tourism at the event, Dr. Venu, IAS, Principal Secretary, Department of Tourism, Government of Kerala stated, “It gives us immense pleasure to be a part of the World Travel Market London 2017 that provides a global platform to draw special attention of the world leaders towards the significance of our ambitious Responsible Tourism mission. Under Responsible Tourism mission, Kerala Tourism has developed a community tourism network to include the local community not just as a participant, or even a beneficiary, but as a leader.”

 Kumarakom Responsible Tourism Initiative spearheaded by the tourism department of Kerala was awarded with the highly Commended Responsible Tourism Award at WTM London.

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