Kerala's New Responsible Tourism Campaign

3 new Responsible Tourism films premiered at World Travel Market, London

The United Nations global tourism body has put its weight behind Kerala by launching the three new short films showcasing the life-changing experiences under the state's Responsible Tourism initiative at the world's biggest travel and tourism trade event.

United Nations World Tourism Organisation (UNWTO) Secretary General Mr Taleb Rifai launched the three films produced by Kerala Tourism at the ongoing World Travel Market (WTM) in London on November 5 2014. Kerala Tourism Minister Shri A P Anil Kumar and Tourism Secretary Shri Suman Billa were present on the occasion.

Mr. Taleb Rifai, UNWTO Secretary General, Mr. A.P Anil Kumar, Tourism Minister, Mr. Suman Billa, Secretary, Kerala Tourism watching the Kerala RT films after launching - Pic KT Film Festival

The films directed by the reputed filmmaker Anwar Rasheed, depict how the Responsible Tourism initiative, which links the local community with the hospitality industry, is helping to empower the people and improve their lives while conserving nature. The films  are conceived by Stark Communications and produced by the Kerala Institute of Tourism and Travel Studies, the nodal agency for Responsible Tourism in the state.

Inspired by true events, the films show how the lives ordinary people have been transformed by the Responsible Tourism initiative.  'Guide' is the story of a shy village student who finds the confidence to become a tourist guide and interact easily with travellers from around the world.

'Farmer', shows how a cultivator in a remote village preserves many varieties of organic seeds turning his farm into a destination for visitors. In 'Chefs', the third film, a group of homemakers turn themselves into successful entrepreneurs and culinary experts admired by tourists.

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

The campaign will be launched in India on various television channels, cinema theatres and Kerala Tourism’s social media channels.

The World Travel Market, held from November 3 to 6 in London, was attended by over 5,000 exhibitors from around the world. The event, which included a series of networking sessions, business meetings and talks, is attended over about 3,000 travel journalists and writers. Kerala Tourism is a regular participant at the WTM, London with its themed stall drawing a large number of industry representatives.