Kerala Tourism has won gold at the maiden International Travel and Tourism awards, presented at the World Travel Market (WTM) in London, for its Responsible Tourism initiative. Kerala Tourism was chosen for the coveted award in “the Best in Responsible Tourism in the World “category, in recognition of its endeavours in promoting eco-friendly and heritage preserving activities with the involvement of local communities. The state has 10,938 units working under Responsible Tourism Mission. Over 50,000 families enjoy the fruits of responsible tourism in the state.
The awards, decided by an eminent jury from among international competitors, were instituted in 14 categories. With Kerala Tourism winning the gold in the Responsible tourism category, the first silver medal went to Cinnamon Elephant Project of Cinnamon Hotels (Sri Lanka) and the second silver to Coral Reef Revival project from Indonesia.
Also, Kerala emerged as the finalist in Best Regional/ City Campaign for its campaign ‘Live Inspired.’ Other finalist destinations included Canary island, Manchester, for visit Flanders, which won the gold.
The Kerala delegation to the 38th edition of the WTM, which attracts global audience that shapes the travel industry, was led by State Tourism Minister Kadakampally Surendran. The awards were received in London by Surendran and Rani George, Secretary, Tourism.
Surendran said the credit for this international honor primarily went to the Responsible Tourism Mission for its persistent and systematic efforts in popularising the best practices. “They have also helped local communities in tourism destinations in the state,” he added.
George, noting that the laurels were a matter of great pride for the entire state, said Kerala’s initiatives in responsible tourism have earned international attention and have duly been awarded.