RESPONSIBLE SUMMIT

TOURISM 2015 CONTENTS

02 THE SPEAKERS

03 THE STATS

04 W H AT I S R E S PO N S I B L E TOURISM?

05 E X C E R P TS F RO M T H E CA P E TOW N D E C L A R AT I O N , 2 0 0 2

06 T H E B I G 2 0 : TA K E AWAYS F RO M THE RT SUMMIT OUTLOOK TRAVELLER 08 WHAT THEY SAID

32 E X P E R T S P E A K : RESPONSIBLE F RO M T H E S E S S I O N S TOURISM SUMMIT 2015 40 PRINT CAMPAIGN December 9 42 DIGITAL REACH Kamal Mahal, ITC Maurya, New Delhi 44 W H Y R E S PO N S I B L E TO U R I S M I S N OT SUSTAINABLE TOURISM

In keeping with the spirit of Outlook Traveller’s Respon- sible Tourism initiative, this report was printed on FSC- certified paper to support sustainable forestry.

CONTACT Soity Banerjee [email protected] OTHER OFFICES Printed and published by Indranil Roy on behalf of Swastik Banerjee MUMBAI Tel: 33545000; Fax: 33545100 Outlook Publishing (India) Private Limited. [email protected] KOLKATA Tel: 33545400; Fax: 24650145 Editor: Amit Dixit. CHENNAI Tel: 42615224, 42615225 Printed at GH Prints Pvt. Ltd. A-256, Okhla HEAD OFFICE Fax: 42615095 Industrial Area, Phase-I, New Delhi-110020 AB-10, S.J. Enclave, New BENGALURU Tel: 45236100; Fax: 45236105 Delhi 110029 Tel: 33505500; Fax: 26191420 [email protected] RESPONSIBLE TOURISM

VINOD ZUTSHI SA N T O S H J E R E M Y S M I T H Secretary, Ministry of M I S H R A Editor and Co-founder, THE UNITED NATIONS DECLARED Tourism, Government Managing Director, TravIndy of India Chhattisgarh Tourism 2017 AS THE INTERNATIONAL YEAR THE SUMESH MANG- SUMAN BILLA B E L I N DA ALASSERY THE Joint Secretary, Ministry W R I G H T Kabani Bamboo Village, OF SUSTAINABLE DEVELOPMENT FOR THINK of Tourism, Government Executive Director, Wild- Kerala STATS of India life Protection Society of TOURISM IN A RESOLUTION ADOPTED India (WPSI) M A N D I P S I NG H TANK D R H A RO L D S O I N ON DECEMBER 4, 2015 GOODWIN S H O BA Founder and Managing Director, International M O H A N Director of Ibex Expedi- Centre for RT, Partner, Rare India tions and Fellow of the Professor of RT, Royal Geographical Manchester Metropolitan MARK WATSON Society University Executive Director, Tourism Concern K I NG S H U K D R V E N U BISWAS VA SU D EVA N MANISHA Marketing Manager, Former Secretary, Kerala PA N D E Gujarat Tourism THE CHALLENGES Tourism, also associated Managing Director, “Tourism presently accounts for 5% Recently, the UNTWO also an- with the Kochi Biennale Village Ways P R A NA B of global emissions – approximately 4% nounced its intention of devising and and the SA R K A R from transportation (40% of those from implementing policies by 2030 “to campaign A NO O P Honorary Secretary, air travel and 32% from car travel) and promote sustainable tourism that cre- SHRIVASTAVA Indian Association of almost 1% from the accommodation ates jobs and promotes local culture A S H WA N I Deputy Director, Uttar Tour Operators (IATO) sector. Demand for air travel is forecast and products”. LOHANI Pradesh Tourism to double by 2050.” Chairman and Managing P E EY US H “Issues such as climate change, ef- The Guardian, 2013 Director, Air India JYOTI KAPUR S E K H SA R I A fective resource management, poverty President, Association of Architect reduction and inclusive growth need AMAN NATH Domestic Travel Opera- Given the growth of tourism at about to be at the center of tourism develop- Chairman, tors of India (ADTOI) 5% globally, the pressure on the social ment. Now that the Goals have been Neemrana Hotels and economic aspects of the industry is approved, it is time to step up our D R R A J S H R E E also expected to be significant. action, time to advance policies and NAKUL ANAND AJITH business strategies that monitor and Executive Director, ITC Director, Kerala Institute THE ROAD AHEAD minimize the negative effects of tour- of Tourism and Travel “Tourists are demanding the ism development and maximize its SUNIL KUMAR Studies (KITTS) greening of tourism. More than a positive impacts, namely through the President, Travel Agents third of travellers are found to favor distribution of its benefits among host Association of India SHAMA PAWAR environmentally-friendly tourism and communities.” (TAAI) Founder, Kishkinda Trust be willing to pay between 2 and 40% UNWTO Secretary-General, more for this experience. Traditional Taleb Rifai TA N V I STEVE BORGIA mass tourism has reached a stage of SUNDARIYAL President, Ecotourism steady growth. In contrast, ecotour- Many of the world’s biggest travel Additional Managing Society of India (ESOI) ism, nature, heritage, cultural and “soft and tourism companies are: Director, Madhya Pradesh adventure” tourism are taking the lead l 20 per cent more carbon efficient State Tourism R A J N I S H and are predicted to grow rapidly over today than they were in 2005 Development Corporation SABHARWAL the next two decades. It is estimated l On course to cut CO2 emissions by (MPSTDC) CEO, The Ultimate that global spending on ecotourism 50 per cent from 2005 to 2035 Travelling Camp is increasing at a higher rate than the l On course to reach the target of 25 JOSE DOMINIC industry-wide average growth.” per cent reduction by 2020 Managing Director and S H E E L G U P TA ‘Tourism in the Green Economy’ by World Travel & Tourism Council CEO, CGH Earth OST Public Relations UNWTO/UNEP (WTTC), 2015

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RESPONSIBLE TOURISM (RT) IS THE RT TAKES MANY FORMS... WHAT TOURISM THAT CREATES BETTER DIFFERENT DESTINATIONS PLACES FOR PEOPLE TO LIVE IN CAPE AND STAKEHOLDERS HAVE IS RT? AND BETTER PLACES TO VISIT TOWN DIFFERENT PRIORITIES DECLARATION (2002)

W H AT I S R E S P O NS I B L E RESPONSIBLE TOURISM? The Cape Town Declaration framed at TOURISM the Cape Town Conference on Responsible Tourism in Destinations, held in Johannesburg in 2002, adopted the following universal principles of SOCIAL responsible tourism: BENEFITS » Minimises negative economic, environmental, and social impacts » Generates greater economic benefits for local people and enhances the well-being of host communities, ECONOMIC improves working conditions RESPONSIBLE BENEFITS » Involves local people in decisions that affect their lives and life chances TOURISM (RT) IS » Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of TOURISM THAT the world’s diversity CREATES BETTER ENVIRONMENTAL » Provides more enjoyable experiences BENEFITS for tourists through more meaningful connections with local people, and a PLACES FOR greater understanding of local cultural, social and environmental issues PEOPLE TO LIVE FOR TOURISTS AND LOCAL COMMUNITIES » Provides access for physically challenged people » Is culturally sensitive, engenders IN AND BETTER respect between tourists and hosts, and builds local pride and confidence PLACES TO VISIT.

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Maximise tourism’s ability to Create a network of passion- 8 employ a diverse workforce, in- driven individuals and businesses WHAT WE LEARNT FROM BOTH cluding retirees and homemakers, that may/may not know about 14 THE and to generate ancillary business each other, and in turn, a wealth of THE POLICYMAKERS AND THE opportunities, such as food RT-related knowledge BIG 20 STAKEHOLDERS WHO WORK ON production, transport, and so on TAKEAWAYS 15 Galvanise viable public and pri- THE GROUND WITH COMMUNITIES Facilitate better dialogue 9 vate interventions as a group between the government, both central and state, and the Don’t treat RT like a product. Treat service providers it like an experience. Sell the RT story — much like cinema — by 16 Invest in collective, symbiotic selling the dream, the big picture. public-private action, such as Not by dwelling on the details 1 linking subsidies with RT 5 compliance, creating and Create better places for people to live in Address the need for an 10 managing infrastructure togeth- Link RT with benefits, not and better places to visit RT-specific classification system er, and maintaining the cultural 17 sacrifice, for both service and environmental sanctity of providers and travellers 2 built heritage by law and practice Respect the planet and its people. Make community the Generate greater awareness for both Capitalise on the trend hosts and guests centerpiece of all Know that there’s a business RT discussions 6 case for RT across categories— of authenticity or 18 from luxury to budget/backpack- experience economy 3 11 ing industry and travellers, RT Make RT an Arrest outmigration, generate jobs mapped by researchers can bring tangible and intangible and skills, invest in training and interdependent project benefits for everyone at Harvard employing at least one member of with regular tourism each local family, create infrastruc- ture, schools and opportunities for Make heritage more Let it be a positive message the community. Communicate a clear RT mandate for 19 and approach of accountability 4 But make sure that tourism is accessible — not 12 hoteliers, travel operators, public and 7 plus initiative private minders, local communities, the additional, not the primary under lock and key, and travellers, especially domestic source of income, and that it takes better lighting, no tourists, who account for a large chunk into account local aspirations 20 as well differential pricing Understand and adapt of the business international nuances of RT

Create better tools and vehicles for iden- 13 tifying and marketing RT businesses

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WHAT PUBLIC AND PRIVATE STAKEHOLDERS WHO SHARED 13 14 15 THEY THEIR VIEWS ON RT INITIATIVES IN SAID INDIA AND ABROAD

1 2 3 16 17 18

4 5 6 19 20 21

7 8 9 22 23 24

1. Vinod Zutshi, Secretary, Ministry of Tourism 2. Dr Harold Goodwin, Director, International Centre for RT 10 11 12 25 3. Belinda Wright, Executive Director, WPSI 4. Ashwani Lohani. Chairman and MD, Air India 5. Steve Borgia, President, ESOI 6. Dr Rajashree Ajith, Director, KITTS 7. Jose Dominic, MD, CGH Earth 8. Dr Venu Vasudevan, Former Secretary, Kerala Tourism 9. Mandip Singh Soin, MD, Ibex Expeditions 10. Tanvi Sundariyal, Additional MD, MPSTDC 11. Nakul Anand, Executive Director, ITC 12. Sumesh Mangalassery, Kabani Community Tourism and Services, Kerala 13. Peeyush Sekhsaria, Architect 14. Jeremy Smith, Co-founder, TravIndy 15. Manisha Pande, MD, Village Ways, Kumaon 16. Santosh Mishra, MD, Chhattisgarh Tourism 17. Shoba Mohan, Partner, Rare 18. Anoop Srivastava, Deputy Director, UP Tourism 19. Suman Billa, Joint Secretary, Ministry of Tourism 20. Mark Watson, Executive Director, Tourism Concern 21. Shama Pawar, Founder, Kishkinda Trust 22. Kingshuk Biswas, Marketing Manager, Gujarat Tourism 23. Sunil Kumar, President, TAAI 24. Rajnish Sabharwal, CEO, The Ultimate Travelling Camp 25. Aman Nath, Chairman, Neemrana Hotels

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V I NO D Z U T S H I Secretary, Ministry of Tourism, Government of India

he Government of India and comprehensive sustainable tourism We hold constant dialogues with state the Ministry of Tourism is criteria for India, STCI, for three major governments, various tourism-related committed to spearheading segments of the tourism industry, institutions and stakeholders for draw- the movement of RT in this namely the tour operators, accommoda- ing up strategies for development and Tcountry in the true spirit of Incredible tion and beaches, backwaters, lakes and promotion of tourism in the country, India. I’m confident that the interac- river sectors, during the sensitisation including sustainable tourism. tion of local stakeholders with the workshop on sustainable tourism for The ministry supports from time to international panel of delegates and stakeholders in August 2014. time various seminars and events that speakers participating in this summit The Ministry has framed guidelines deliberate or focus on tourism in the will be an ideal opportunity for them to for approval of hotel projects at the country, including sustainable tourism understand the international nuances implementation stage and also guide- in the rural areas. We have been running and the best practices of RT prevalent lines for classification and reclassifica- major social awareness media campaigns worldwide and to adopt them within tion of operational hotels under various under the brand Atithi Devo Bhava since this country. I also hope that the summit categories. As per these guidelines, the year 2008. These campaigns are will provide a platform to connect all in- the hotels at the project stage itself are aimed at creating awareness about the stitutions and individuals, will catalyse required to incorporate various eco- benefits of tourism, the need to protect discussion in a forum that is focused on friendly measures like sewage treatment our environment and heritage, and fol- mapping out viable organisational-level plants, rainwater harvesting system, low ethical behaviour. They are on TV interventions and get the government waste management system, pollution channels, FM radio channels, print and agencies to commit to implementation control, introduction of non-Chloroflu- online media under various themes. The on the RT programme. orocarbons equipment for refrigeration campaigns have been very well received RT is also sometimes interchangeably and air-conditioning, and measures for and proved effective in sensitising the referred to as eco-tourism or sustainable energy and water conservation. masses on various issues, including RT. tourism, with academics fine-tuning The tour operators approved by We’ve also been running Campaign their understanding as it expands in its Ministry of Tourism sign a pledge for Clean India to achieve an acceptable level scope. Over the last two decades this commitment towards safe and honour- of cleanliness and hygiene at tourism des- newfound understanding has found able tourism and sustainable tourism tinations for an inclusive and sustainable supporters across the board from luxury to fully implement sustainable tour- development of tourism. hotel chains to NGOs to media houses ism practices consistent with the best And last, but not the least, as an incen- and seasoned travellers themselves... environment in heritage protection tive to the stakeholders, the I’d like to highlight some of the initia- standards such that the present tourism Ministry of Tourism grants National tives and endeavours of the Govern- resource requirements optimise both Tourism Award under the category of ment of India under the Ministry of local community benefit and future Most Responsible Tourism Project and Tourism. The Ministry launched a sustainable users. Tourism Initiative.

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DR HAROLD GOODWIN Director, International Centre for RT, Professor of RT, Manchester Metropolitan University

would like to say at the beginning Jost Krippendorf, who wrote a very everybody’s responsibility, it can very have quality and depth, and we have to the people who collect the money for the market advantage. There are lots of that I think there’s probably in important book published in the early quickly become nobody’s. accept that those experiences are a joint short-term lets are all too often the air- different reasons why it makes business India more responsible tourism ’80s in German and not until 1987 in There are very few global issues. I product—they are created by the host and lines, the transport companies, the hotels sense, and you don’t win the argument than there is in any other country English called The Holiday Makers, in think there are probably only two, in guest together because that’s what cre- and the tour operators, and rarely is it the about the business case by deploying only Iin the world, but it’s well hidden. And I which he made the point that every fact: one is carbon and the other ates the memories. One side alone cannot local government who have to clean up af- one of those arguments; you need to use think one of the opportunities that to- individual tourist builds or destroys is plastic... do it. It’s about creating memories, which ter the tourists, and even more rarely the all of them. day’s conference creates is to bring that human values when travelling. And One of the things that the industry then become part of the viral market- local communities. And really what RT is ...[Classification] is not just a stamp out far more for people to see. I thought the piece of film, which has been very reluctant to look at, and ing, and social media becomes a very about is trying to re-balance that. though. It’s more than a certificate. The whole issue of the sustain- Outlook Traveller have created for this we’ve pushed it very hard over the last important part. Justin Francis, who runs But what we need to do at the govern- People have to be able to experience able development of our world is also summit, brilliantly stated that. Each of few years, is child protection. It’s a ResponsibleTravel.com—I co-founded ment level is to get more focus on yield the difference. relatively new. It’s with great sadness those ordinary tourists interviewed for critical issue. It’s not on most people’s it with him—talks about how you should rather than just on numbers. I mean you So if you think about it, it’s a product in I heard about Maurice Strong’s death the film was talking about that sense of sustainable tourism agenda. But it’s a be able to taste the difference. If it’s an RT can look to extend seasonality and extend experience enhancement, brings loyalty, 10 days or so ago [November 2015]. respect and responsibility of valuing very important RT agenda item. holiday, it should feel different. lengths of stay, so the economic benefits differentiates you in a crowded market He was the person who in 1972 really the place and its people for what they All forms of tourism can be more ...Now, Colin Marshall, chairman of are greater for each traveller. place, it’s a non-price competition (it pulled together that first conference on are. What is interesting about RT is that responsible. It’s equally possible it seems British Airways at the time, who in 1994 at There’s a series of more practical doesn’t need to affect your bottom line), environment and development, and by travellers get it. The industry will often to me for luxury to be responsible. I know the launch of the Tourism for Tomorrow reasons [that make business sense] about it enables you to attract the market seg- 2012, we’d been through 40 years, my pretend that it doesn’t understand, but plenty of backpacking practice, which is Awards talked about—he really let the cat minimising risks, about having license to ments that will be most profitable. It gives working lifetime, and to be honest, the travellers nearly always understand irresponsible, and I know lots of luxury out of the bag here… He said that tourism operate with the local community, about you added relevance for particular prod- problems are bigger now than they were what it means to travel responsibly and practice, which is entirely responsible... and the travel industry is essentially the product quality, about cost savings, about ucts. We all want guilt-free holidays and in 1972. We may have done some things to travel with respect. Now, if you look at the work that Har- short-term renting out of other people’s staff morale, and maintaining staffing we all want better experiences. There’s a to address sustainability but the prob- ...Effectively, what had happened vard had been doing… they now argue environments. And the problem is that and a whole range of reasons to do with really strong commercial case for RT. lem has gotten bigger faster than we’ve by 2000 was that we had a movement, that there are four successive consumer dealt with it. We are at the moment, I which had begun in the UK around RT sensibilities as they call them: availabil- think, still losing the battle. with tour operators, and a movement, ity, cost and quality were the first three, …We worked eventually with the which had started with the communi- the trend now is all about authentic- association of independent tour op- ties and the government in South Africa ity and the experience economy. And erators, and we chose the language of around RT as well. And that resulted in it seems to me that that’s absolutely responsibility for two reasons: one, that the 2002 declaration. at the heart of tourism, and it’s abso- it was possible to be very specific about What I often say to communities is lutely been at the heart of what Indian what the tour operator or the hotelier that the real challenge is for you to use tourism has to offer from the begin- was going to do about a particular issue. tourism to benefit your community and ning, really. That sense of an authentic What were they going to take responsi- not to be used by tourism. experience of somebody else’s place, bility for? And the industry was happy [RT] has two senses: has the sense of and somebody else’s culture. with that because it meant that they people being held to account and has Ultimately — and this is where were going to pick up a particular agen- the more positive sense of people taking Outlook Traveller is important—it’s da and not feel that they were respon- responsibility, seeing a problem, respond- about better stories, it’s about diversity, sible for everything. And I was happy ing to it and dealing with it. We have at it’s about the stories we tell, about the about that because it meant that what the moment a serious ostrich problem credible stories, and it’s about capitalis- was just an inoperative, abstract idea with people just sticking their heads in ing those market trends to benefit local was now a concrete idea, with specific the sand and hoping that somebody else communities and their quality of life. issues, which needed to be addressed. will solve the problem. But as Abraham And that’s done very successfully in ...I’m often asked who is the father of Lincoln said, you can’t escape the respon- Kerala, but it’s also done in many other RT. I’m extremely clear about that. It’s sibility of tomorrow by evading it today. places in India. a Swiss German-speaking academic, The problem is, of course, when it’s ...But for RT to be good, it needs to

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ASHWANI LOHANI Chairman and MD, Air India

nvironment builds on —international cooperation, coopera- does what he’s told. Provide good sig- environment. If we keep a tion within India, cooperation with the nages. Tell him to keep the place clean. place clean, we will tend to tourism sector, cooperation between Tell him not to litter. Tell him to behave maintain it. the stakeholders, cooperation between responsibly. And he will. But we’ll have EI don’t think it’s a tourism-related the centre and the state, cooperation to take the lead in that, by providing a problem; rather, it’s a problem of where within the state by the tourism depart- lot of signages, giving him safety—we we live. All of us expect things to be good, ment with various other departments. built on that aspect by bringing in the things to grow, places to be clean, spick ...Our dream [when I was in Madhya tourist police at a large number of loca- and span, the environment to be great. Pradesh] was to build a resort, which is tions—providing good facilitation, and But at the same time, we expect some- not connected to the grid. To produce involving local people. body else to do it. electricity through solar panels, to pro- I’ve also worked in the [Indian] ...India has a tremendous tourism vide air-conditioning using geothermal Railways, and I’m bringing this point potential as far as international tourism resources, to use biomass for producing forward because in our country most is concerned, as also domestic tourism, biogas for energy and to take care of the of the travel is done by trains. Indian inter-state and intra-state tourism, inter- kitchens. We looked at cleaning the tour- Railways is a major player in this sec- regional tourism within the state, and ist destinations. We took a lead in this by tor. I looked after the Delhi region, and intra-regional tourism within the state. involving all the stakeholders, the people there too I found that, despite half a We have to grow. There’s tremendous of that place as well as the tourists who million passengers converging on New growth potential, but we have to grow came to that place. And again this experi- Delhi station every day, and about two with responsibility. Both are equally ment was extremely successful. million in the entire division, we could important. One should not be at the cost We also looked at standardisation, be- make a tremendous impact in keeping of the other. cause standardisation plays a great role the station clean because of the active When I joined the tourism ministry, in RT. In fact, we set a world record in participation of first and foremost, the I was told that there were five Ss on the field of standardisation, by having as local employees of that division — the which the foundations of tourism were many as 24 ISO certifications within the people whose job it was to keep the built: soochna (information), suvidha ambit of Madhya Pradesh Tourism. place clean. By giving them a sense of (facilitation), suraksha (security), san- ...[The stakeholders of the tourism pride, by motivating them. raksha (infrastructure), sahyog (coop- industry in India] have to provide differ- ...At Air India, we are very sensitive to eration). We have to grow using these ent experiences, we have to develop new the cause of environment. We have set five Ss… Provide better infrastructure, destinations in a very organised manner, up a committee for that purpose and we provide a safe environment for the tour- and we have to innovate. have been working towards it. One of ist, a better information system which My experience has been that gener- our biggest achievements was when the lets the tourist know whatever he wants ally a tourist—once he is inspired by AIATA gave Air India its environmental to know, a great system of providing the environment you give him, a clean assessment certificate in November facilitation to tourists, and cooperation environment—maintains it that way. He 2015. But there is still a long way to go.

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JO S E D O M I N I C TANVI SUNDARIYAL MD and CEO, CGH Earth Additional MD, Madhya Pradesh State Tourism Development Corporation (MPSTDC)

hat we learnt [from a Zero. And this was the year that India in our palace, nor wine been drunk. In o understand and discuss sure that the police, which is a regula- ...A very important part of RT is the project in Lakshad- discovered India. The Gujarati came to fact, when the Viceroy Lord Willingdon the relevance of these [RT] tory institution, is geared to talk to participation of the local community, weep] was that luxury Kerala. People would have usually gone visited the palace, my great grandfather terms and how we aim to tourists, to help them if they are lost, or and unless the local community feels wasn’t about built to hill stations. But instead they came informed him that never has anyone establish certain practices, have some other issues. So it relates to a involved and economically benefit- Wostentation, but about the experience. to Kerala and went to other destina- entered the palace wearing leather shoes. Tcertain protocols, so that this terminol- behavourial change overall. ted by this, there would not be enough Though made of mud and thatch, a place tions. Coconut Lagoon, which was the The Viceroy promptly removed his shoes ogy does not remain just a term that ...Sometimes, when we’re looking at support for this entire section. So, this is could be extraordinarily luxurious. And first hotel in the backwaters, was also and entered.” She asked me if I could everybody discusses at conventions RT and various initiatives in tourism, something we’re doing in Chanderi. that discovery created a new approach discovered by tourists that year. It is said make the hotel ‘no shoes, no wine, no alone, we need to ensure that it has an we forget that every person has a right ...I believe it is possible to be prof- for our enterprise. that thereafter, it so sparkled India, that meat’? I said yes, let’s make it a palace of impact on the field, and there’s a certain to travel. So in a lot of our tourism desti- itable, sustainable, responsible and People, who were employees at the a Gujarati girl would not get married Ayurveda, leave the world behind. Leave feedback generated from the exercise, nations, which can be difficult to reach, popular as well. hotel, like the Lakshadweep islanders unless the boy offered a honeymoon at wine, shoes, meat, mobile phones and so that this term gets updated, renewed we have facilities for the disabled, so ...There should be no drives for whose only previous knowledge was Coconut Lagoon. And what’s Coconut laptops. Of course, it too went through and reinforced over a period of time. that the experience is not denied to cleanliness; it should be completely a fishing and harvesting coconut, and Lagoon, other than just a collection of hard times, but today it is our most In my understanding, ethical prac- them and it is as pleasurable and as part of your everyday culture and your again in Periyar, village boys and girls, old tharavad houses? successful product. Even the kitchen tices in tourism usually means that comfortable for them. everyday environment. became the stars of the hotel. They All we did was to use ideas that were follows Ayurvedic principles. So, using we’re implying that it is the responsibil- ...When we talk about RT, there’s a ...As government players, what we would wear the traditional dress. The owned by the community, and convert the knowledge of the community, you ity of a certain sector... the business sec- very important human element, which have to be in charge of is building con- local community appreciated this. The beautiful old local houses that were be- reinforce their own position, and create tor.[But] the responsibility is on every is ensured by having good training sensus and trying to collaborate with dif- food that we gave our customers wasn’t ing demolished. an extraordinary product. Not only is this stakeholder: the tourists themselves, programmes with local guides; good ferent stakeholders, who at many points from the standard Indian-Chinese-Con- In a way, Kerala’s development and hotel completely off the grid, but we use the local population, the government orientation programmes. Recently, we of time may not fully agree with all the tinental menu, but Periyar cuisine, basi- growth was facilitated by industrial total water harvesting—in fact, the lake bodies, the business bodies, which also had a very good homestay registration- protocols that you are trying to establish. cally what the local people ate regularly. turmoil. ‘Red’ made Kerala ‘green’. In- here has been created as a water reservoir. includes transporters. But the term RT cum-orientation programme which The first and primary stakeholder That pretty much became our standard. dustrial strife resulted in smokestacks The reason for our success is that these would have a larger ambit because it en- started from Ujjain. would be the local community. Not only Local communities saw this and not coming to the state, and that gave local knowledge-based things become the sures that there’s greater participation ...By virtue of an example [a state-run should they know what is happening thought, “We also build our houses like the opportunity for the development of feature of our hotel. So, again, what’s good and collaboration of all the stakehold- RT resort in the Hoshangabad district], around them, they should be positively this. Our boys and girls work here. And this new industry—tourism. for the planet, and good for the commu- ers, wherein all of them have been given maybe we could create an environment benefited by it and they should feel that yet, this hotel is a grand international …[At one point] the queen of this palace nity, is excellent for business! certain key responsibilities. where more private investors would like there’s an importance of this sector in success. Why don’t we do it too?” So called and asked me if I could make her ...I will say please don’t treat your ...[For example] take the police at to collaborate with us on such practices. their lives. They should be getting jobs they started their own hotels, and they palace into a hotel [Kalari Kovilakom]. I customer as king. By doing so, we lose our tourism destinations. I wouldn’t They would perhaps want to set up their out of this, and we should be trying to too were extraordinarily successful. said, yes, of course, Rajasthan has showed the plot. Instead, if you were to do what say that it’s a fully established tourism own units, and we would like to help skill them and involve them. Unless we ...The year 1994 was the year of the that palaces and hotels work very well is right, those who love it will get great police but at least we’re trying to make them with our tourism policy initiatives. do that, this term would remain a term. Surat plague. That year, [inbound] together. “However,” she said, “there’s delight, and for the others, it’s better came to a standstill. a concern. Never has meat been eaten that they walk away.

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NAKUL ANAND ST EV E BO RG I A Executive Director, ITC President, Ecotourism Society of India (ESOI), and Founder, INDeco Leisure Hotels

uxury is ultimately about the are security, technology, concern for are plenty in the world. Against each ong, long ago, there was no ...When I went into a village 20 years growth in tourism business that they unattainable. Luxury is more health as a result of greater awareness, fish item were one of the three indica- wi-fi. There were no web- ago to start a rural project, I didn’t seek; they seek better livelihoods. implicit, less explicit. Luxury is sustainability and geopolitics. These tors which tells you… We cannot not sites. There were no tourists. know what the meaning of rural or We engage all local people as our more intelligent, less obvious. are what will cause the seismic shifts. offer it, but we do want to make you But still this great country responsible tourism was. I was just a suppliers. The bullock cart is owned by LLuxury is driven by need, not by desire. A When these forces act upon luxury as aware of it. Our own experience has said Lhad attracted anybody and everybody frustrated United Nations employee us but the fellow riding it comes from personal statement is intertwined with I defined it, we get a new term that is that anything that is red, more and more around the world to come here... right who wanted to do something that I the village. He takes his fee directly authentic experiences. Ultimately, luxury called deeper luxury. people have gone in for the orange or from Ghengis Khan to Alexander to the couldn’t do within that organisation. from the tourist. These are [part of ] is all about happiness. Luxury is all about Overconsumption is no longer a signal the green option. Mughals, the Dutch, the British and the So I said, responsible tourism is good- the atmosphere [that is] created. The taste, not merely about money. Rightly, as of success and has been replaced by ...[ITC Gardenia] was perhaps the French. They took so much, but we still ness, common sense, innovation and dancer comes from the village too, and somebody has said, wealth whispers and conspicuous to conscientious consump- first LEED platinum-rated hotel, and we have so much to offer... Most countries care. And that is the framework within so on... money screams… Luxury should not be tion. The new type of luxury, whose wondered whether we are at a cross- have realised what the development of which we have built this organisation We looked at it not as responsible prices lower than the consumer’s expec- deeper values are fully embodied in the roads or whether choosing the path less the hospitality industry can bring. Sus- [Indeco Hotels]. tourism, not as sustainability. We tation of value and higher than what he or sourcing, manufacturing, marketing and travelled is going to be acceptable to the tainable and responsible tourism is on a ...I took luxury to the village. looked at it differently. We said, she wants to pay for it. Price is what you distribution of products and services is consumer. We were pleasantly surprised global upward trend, so I wonder, why are I am always concerned about rural let’s be good. Let’s be innovative. Let’s pay, value is what you get. rightly gaining prominence. Authentic when ITC Gardenia got awards for the we not pitching what we have already, for India because children in villages don’t be careful. What one generation sees as luxury, luxury brands are those that provide most luxurious hotel in the world and this is the very strength of our country... get the opportunities that children in ...It is not the government’s respon- the next sees as necessity. This informa- goods and services to all affected by their the greenest hotel in the world. Look at our budgets, look at our tour- the cities get. Take decent medical care, sibility. We can do it our own way too. tion causes value shifts and changing creation and that identify the consumers We believe that a business can and ism policy. It does not scratch where it for instance — it’s just not available to We need a RT promotion council in trends. Businesses like us must con- as having the means and motivation to must play a role. Therefore, we have itches… They are still talking about old them. So we took tourism to underde- the country, and tourism and policies tinuously align their brands to the value respect both planet and people. consciously moved from a single- ideas of ‘development’, such as broad- veloped regions and added luxury to will have to get directed towards that. shifts in the wider society at large. ...[There] was an interesting initia- dimension financial value creation to ening of roads, building hotels, setting it, and said, let’s be responsible with it. Tourism is not the responsibility of the There are new measures of success. tive that we did with the World Wildlife triple-bottomline philosophy of creating up wi-fi connections. Ultimately, [in rural India] it’s not the government alone. Products are judged not by price but by Fund (WWF). We all know about over- value that encompasses the economic, quality and value, people not by income fishing in the world today. We identified environment and social dimensions. No but quality of life. with them fish that are overfished, fish power on earth can stop an idea whose ...The mega trends in this century that could be overfished and fish that time has come.

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JEREMY SMITH Editor and Co-founder, TravIndy

t its worst, tourism is homog- We go to the cinema to escape the room uses on any given night and lets you enous and destructive. It is everyday. To dream of new locations know that if you use less than the allotted disconnected from places and stories we might live. It to me is very amount, you will receive credits to use and communities around it. similar to how we plan our holidays. in the hotel gift shop or the restaurant. AIt lays waste to environment; provides When it comes to marketing RT, too The gift shop supports local enterprises. people with poorly paid, uninspiring often we forget this. So where we should They are not selling sacrifice. They are jobs. I can go on holiday to Thailand and be sharing dreams, we shout about our selling abundance. have the same experience as I would in unique features. It’s fair-trade, organic, What makes Soneva very rare is that the Cayman Islands—never leaving the locally sourced, we use no child labour, when they measure the hotel’s carbon resort, never discovering anything new. no animals were hurt in the making footprint, they include the cost of the This is why for many tourists, the best of this holiday. These are good, vitally guests’ flights in the hotel’s figures. It part of the holiday takes place before important things, we should be doing as makes it harder for them, but it makes it they actually go. Before the airport, be- a matter of course. Before we look to talk more honest about the hotel’s impact. fore the plane, before the visa. It’s when about them to our guests, we need to first ...Tourists are now sharing, travelling they are full of anticipation. ask ourselves, how does it impact the in search of good stories. They come ...The best people I know [in RT] experience people are here to enjoy. armed with camera phones, updating weren’t even ‘RT’, often the opposite, We have to show people how our en- their blogs and profiles in real time from the paltry package deal. They offer vironmental and social efforts improve the free wi-fi in their hotel room. They experiences to travellers that exceed their holiday. work as your marketers and ambas- the dreams and expectations they had Last year Radisson Blu launched a sadors, sharing your stories with the at home. Their stories play out in loca- towel reuse campaign, Just A Drop, with people that they trust the most—their tions that are truly remarkable, and they benefits to charity. For every 250 towels friends… Everything we do is providing ensure guests enjoy experiences they their guests reuse, the hotel chain will people with content they might share. will remember and retell for the rest of donate enough money to provide clean Which is why, the answer to the ques- their lives. water for a child for life. Its tangible, it’s tion—how to make your responsible ...We need to stop selling our holidays understandable. tourism communication a success—is as meaningless products, when travellers [House of MG in Ahmedabad] has simply, delivering a good experience. are looking for meaningful experiences. worked out each average room uses per Don’t just escape from the worries Products have parts. The key factors when month. When you stay there, it then of today, experience the best of what selling them—function, volume, price. measures the amount of electricity each tomorrow’s world can be.

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SUMAN BILLA D R R A JA S H R E E A J I T H Joint Secretary, Ministry of Kerala Institute of Tourism Tourism (MoT), Government and Travel Studies (KITTS) of India

ll of us who’ve been in this tour- the meals that you serve, but this is about are given, not from the central government, arlier, we had a top-down could come to an agreement on buying of Kerala, and 13 out of the 18 resorts of ism business are fully aware that what sort of experience the tourist has? The but from the governments of the various approach with the state local produce from the farmers. In fact, Kumarakom have been classified… In you cannot run this business tourist will have a chance to peep into the states so that there’s an incentive on capital government at the top, the production groups were identified and this, we have delineated sustainable, going against the community. heart and soul of the community; is he able investment, subsidies on power, and all the industry at the bottom. The supply groups were also formed by the economic, socio-cultural and environ- AThere are stray instances where there is a to interact with the community and connect things that we give anyway. Align it to a re- Elocal governments in the community local government. mental criteria. standoff between the community and the with the community in a way that enriches sponsible framework and it’ll automatically could not see or perceive any benefits ...Capacity building and skill devel- ...The result of the Kumarakom RT entrepreneurs and those are ugly. There his understanding, makes him sympathetic yield a good number of results. There will [from tourism]. There were a lot of opment have been given great con- initiative is that the industry-communi- will always be problems… But the important towards the people that are hosting him? I be something in it for the entrepreneur to community- and trade-related conflicts sideration. So from organic farming, ty conflict has been fully resolved, and thing is that whatever it is that we do, we think that is the experience towards which make that conscious choice to work there. happening too. This was not the correct glass-making, and making paper bags the local panchayat here plays a great need to make the community the cen- tourism will ultimately lead. It is already a What would be the government’s role in way to do it. Therefore, in Kerala, gov- and cloth bags—whatever can be made role in the development of tourism in trepiece of all our initiatives. very strong market, and that is where the this, broadly? We have to create a frame- ernment intervention came in the form or produced by the locals—we take the the area. In Kerala, the role of the local ...There’s this oft-quoted piece on BBC business is going to drive. work, because there are many initiatives. I of RT, and it actually helped tourism maximum amount of those products or panchayat is very important… But I which was there many years ago. It was an ...Another reason why RT is important is see many people in this room… All of them projects go forward. the produce. want to point out that when we replicat- interview with a child in Cuba. The child is that it can create avenues for employment have done fantastic work as entrepreneurs, ...Mr Suman Billa, who was the [state ...[We also] protect nature with the ed it in Thekaddy, we did not have and asked, “What do you want to be when you for a diverse workforce. Which other sector as individuals making that RT framework tourism] secretary then, would always help of the communities who are part still do not have enough support from grow up?” And the child says, “I want to in the world will be able to employ house- work within their sphere of activities. But tell me, “It’s not about one destination. of waste management programmes. the local panchayats. And yet, we have be a tourist.” Because, you know, for him, wives, or retirees who will truthfully and what the government needs to do is to sort We have to replicate it. This success sto- Sewage treatment plans are drawn up been able to make it successful. a tourist is someone who comes with lots sincerely work at their own time and conve- of broadbase that framework; create one ry can be a success, only if we replicate and collection mechanisms involving The handholding exercise done by of money in his pocket and who has a good nience and be socially useful or productive that works across the sector. Make every- it.” And I’m happy to report that we have the local community are set up for waste the government of Kerala for this proj- time and goes away. But I think even if the and be able to contribute to the sector and to body else, you know, come into that. replicated it successfully [after Kumara- management at a bird sanctuary, for ect continues. Though we are an educa- tourist has a good time, and even if the en- society positively? I think it’s a great oppor- In the national tourism policy that we’re kom] at Thekaddy, which is evident from instance. We have mangrove regenera- tional institution, we are also a training trepreneur becomes wealthy, both of these tunity for people who will otherwise not be on the verge of announcing, the pillar, the the fact that it got the National Tourism tion programmes where 1,600 mangroves and consultancy institute [KITTS] for are non-negotiable. In this process, we also able to take up employment opportunities, thing that it rests on, has two elements. The Award for responsible tourism this year, have been replanted with the joint efforts responsible , and my need to develop a mechanism in which the and get a sense of self-fulfillment. first is growth. India needs to grow at a rate plus an international award. of the community members as well as entire team (we have sub-teams at each community is also helped, both in terms of ...We need classification because all those that’s commensurate with its potential. And ...[In Kumarakom] with regard to lo- the local resorts. Reconversion of fallow of these destinations) works together the environment, and also socially, feeling who do this can’t just pay lip service that the second is that this growth must happen cal procurement, we conducted studies land into agricultural land also has been a to ensure that there is synergy between like a part of society and the entire initiative. we’re RT compliant. It’s important for us to within a framework of responsibility. to understand a hotel’s needs and figure good step in the project. Quite a lot of new the community and the trade. They can Another dimension is that tourism is walk the talk. What do you mean when you ...If we’re able to take care of safety and out how to make a link between local ponds, which were earlier used for waste get our help in resolving any issues they increasingly becoming experiential. And say you’re responsible as a tour operator, as cleanliness, there is no force on earth that people and tourism. An agricultural disposal, are now used for fish farming. might have. In fact, the problems are when I say experiential, I don’t just mean a hotelier? What should you be doing? can stop us from growing... MoT is commit- calendar was prepared, discussions ... [There is an] RT classification identified before they become too huge the grandeur of a room, or the quality of ...Today there are various subsidies that ted 100 per cent into making RT happen. were held with hoteliers whereby we scheme instituted by the government and result in conflicts.

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SUMESH MANGALASSERY K I NG S H U K B I SWA S Kabani Community Tourism & Services, Kerala Marketing Manager, Gujarat Tourism

ayanad was one of the And it generates additional income for to create a better environment standard places where farmers farmers, fisherfolk and other locals. for our programme in the villages. were committing sui- When it comes to the guests, they also ...We do have a strong business model. cide in 2005… And now, get an enriching experience through Our business is based on the last 15 years e have around 190 home- Gujarat as a vibrant tourist destination, We are giving them 75 per cent of the cost Wthere are two villages in the area that are the exchange of culture… Plus, energy of our experience, and we did a market stays in Gujarat, and all of the emphasis is on improving visitor of carrying out energy audits, and more earning an additional income through consumption is comparatively low. survey with some universities, and we’re them are doing extremely experience, livelihood linkages, sustain- than that, we’re rewarding people who tourism and meeting some of their needs We are also working with a network only using existing infrastructure so our well... What does the gov- able development, enhancing investment have innovated. through it during the crisis period. If you of small cottages... The volume of small overheads are comparatively low. We Wernment do for these kind of homestays? opportunities and thus leading to inclusive A lot of work has been done in the area take last year’s figures, they got an aver- businesses in tourism is considerably have flexibility in our business and very We provide marketing support, financial growth in the state. So we are very open to of responsible tourism, but none of this has age of `10,000 a month as an additional large. Since our mandate is to change low cost of operations. support, in terms of training, and so on. the idea of responsible tourism. This is re- been documented. So we are financing or income from the village homestays... But the existing form of tourism, we are also ...The government has a major role to ...Last May, [the Rann Utsav] case study flected in our vision document—to upgrade providing facilities to research or document tourism must be an additional income, training smaller players. play. Often our policies don’t recognise was presented to the United Nations Work the environment and also to encourage these kinds of initiatives. So, every year, not the main source of income. Ninety percent of our guides are some of the models, which we are trying Forum (UNWF) in Mexico City. There responsible tourism in the state. we’ll be initiating at least three such case [Our] company is facilitating com- housewives, mostly members of self-help to propagate. For example, a community were two cases from India. One was Ku- A tourism policy generally gives a lot of studies. We need to identify and document munity tourism. But tourism is just one groups. There are many service providers cottage in Alapi was not getting a license marakom, and the second was Rann Utsav. incentives, but [in Gujarat] we have also the excellent RT practices across the state activity for us. We are also facilitating in the village, and the villagers are getting because the government was confused And the UNWF network has compared tried to include tented accommodation, and for that you need to have policy frame- other entrepreneurial activities, such a lot back through the village develop- about whether it should be classified as a them to 50 cases of responsible tourism… etcetera, that not every state is thinking work. [Gujarat] already has this. as food processing and manufacturing ment fund. The fund is utilised for general resort or a homestay. [Rann Utsav] started as a two-day event, about. Whether it’s a high-end resort or a ...I would like to tell you that we are in of village products. So, basically, we are activities in the village. At present, we Taxation is also a big problem—every now it is a 100-day event, and it has actually tented accommodation, we are providing the advanced stage of talking with IRMA, trying to redefine tourism from a socially have 750 direct beneficiaries, but in 2017, panchayat has a different tax. transformed the local economy. incentives for all of them. In the tourism which is the Institute of Rural Manage- detached activity to an inclusive one. we are expecting to break even and reach The lack of visitor management in ...Recently, the government has also policy, there is a special incentive for ment, Anand, because we are trying to ...People always ask us, “Why are you 2,500. The empowerment of the com- other destinations is also a problem... announced the 2016 policy. To position people who are into responsible tourism. introduce a course in sustainable tourism. promoting homestays?” and we have a munity through this programme is really The kind of guests we are getting are not very good answer to that, especially in interesting. This training includes waste interested in visiting interesting tourist Kerala, where we have 1.2 million houses management, communication skills, locations. Wayanad is a classic example. empty or unoccupied. The people work- hygiene, conservation of natural re- Everyone wants to go to the forest but ing in the Middle East or Europe are sources, and gender issues. We conducted the forests are overcrowded. simply constructing houses where no workshops for the community where we The attitude of mainstream tourists, one lives. So it’s an excellent infrastruc- tried to define what responsible tourism especially the domestic travellers, is a ture to be used for tourism because we’re is for them. We are introducing water huge problem too because for the com- not changing the land-use pattern or treatment for bathrooms this year and munities and the tourists, there’s a gap anything. It’s an existing infrastructure. also drip irrigation systems. We are trying between expectations and reality.

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M A N D I P S I NG H S O I N AMAN NATH Founder and Managing Director of Ibex Expeditions Chairman, Neemrana Hotels and Fellow of the Royal Geographic Society

think that any wilderness in India the government when it pulls its act So is it very difficult for a government can be populated wherever you together, it’s got the machinery, but it’s for every heritage hotel or a place, which find a ruin or a structure, which is not incentivised, and I think it’s also is a destination, to have a municipality or not listed, and you can do some- not punished enough. a responsible panchayat, which can also Ithing terribly responsible with it. You can …[We were told] your people are so be punished, not just the hotel? actually make the impossible happen. fantastic, where did you find them? ...When you see beautiful pictures of ...When we were children, I remem- Now, these were the people who for the villages in South India or the moun- ber long holidays with my family—we last five years had helped us restore the tains, it’s not the same thing as what it f we can capture the belief of So once the client gets to know this, when we were in Arunachal, we were used to drive in the mountains and that building, they were the people who were is in Haryana, where the aspirations wanting to do the right stuff, I he actually respects you for the work talking about eco-tourism. time we knew that the gods lived in carrying the earth and the sand and the are totally urban. They want to live in believe all the clients really want you do. ...We are trying to raise the bar for Uttarakhand, in Himachal Pradesh, in stones on their head. But it comes so nat- your house—you might have a dream to be innately responsible. For ...At Corbett Foundation, we support ourselves by trying to talk to the Cham- the Himalaya. But now Kerala has done urally to an Indian to be civilised… You to live in their house but that’s a sepa- Ithe 36 years of our existence, we’ve projects like the conversion of poachers bal dacoit community, if they could the Ravana act, they have taken all the don’t have to go to make them responsi- rate matter. never had a campfire despite being an to guides. We want to connect the tour- become guides with the biodiversity gods to Kerala and there are none left in ble in that sense, people bend when they ...It is not village tourism, it is actu- adventure travel company at the core. ism industry with a lot of NGOs so that that they have there which is absolutely the Himalaya [referring to the tagline see an elderly person, they touch your ally tourism done by urban people with The reason is that we know in the Hi- they can actually do some good work. fantastic. One of the side issues we want ‘God’s own country’]. So I think if you’re feet because they understand the feet urban sensibilities in a village. malaya, not only because of carbon is- ...We brought out three handbooks on to do is to convert the area or propose it well organised and structured you can are the only part which touch the earth ...But this extraordinary set up they’ve sues (because in the early days we didn’t environment and eco-tourism. In as a World Heritage Site. market anything. Even Ayurveda… the and get the vibrations of gravity and so got in Gujarat... I went there. I reached at know about carbon issues) that each Nagaland, we converted bird hunters We need to do things together be- sanjeevani booti came from the Hima- on… If there is person who cannot walk, 10pm and all the villagers were wait- time we used wood for our clients, the into guides; they have taken an oath, so cause there is no point signing pledges laya and is now only found in Kerala, then you help them to walk. Nobody has ing because they had to sing a welcome local women who were gathering the now you can go there and see the birds— and there is not point agreeing [on] which is wonderful. to tell you a manner in how this is done. song. So I felt actually a little bad that one firewood for their homes would need to they don’t kill them anymore. Instead, policies and putting it on your website ...Sometimes, we fool ourselves into ...[At Neemrana] we raised a lot of had kept them awake, and the villagers go further and further into the forest… they are birdwatching guides. Similarly, unless you walk the talk. believing… How we think we’re so money, we set up a hospital, and we set say hurry up let’s get into our dhotis the fantastic, we think everything works up medicines for 100 villages and so on. tourists are coming, even if they wear in India; that’s not entirely true. Just But how to sustain it? While we were jeans the rest of the day. I think there is because we talk about something or doing all this, the government was busy something Disneyland about it. because somebody’s written a paper on setting up an industrial estate in Neem- I don’t know if the South is more it, or because in conferences like this, we rana. It is not a thinkable thing to do, in manageable than the North because see some of the best examples, we begin England you wouldn’t set up an indus- wherever there is a power centre, there to believe that the rest of India is actu- trial complex near one of the oldest heri- is madness. ally that, you know. It’s not quite true. tage resorts. See, the difference between I think people are looking for au- ...The Kumbh Mela where 70 lakh the landscapes of what Neemrana was thentic, simple things. It’s not about pilgrims arrive… To think if this were and what thanks to the government un- escalating it into more luxury. We’ve to happen in Geneva—70 lakh pilgrims planning it has become. We live with it, been schooled in the 1960’s a lot with the arrive—or in Tokyo or New York, there is no municipality and no limit to American hotels that people are looking or even cities which are geared for which a hotel becomes responsible for for more and more—we’ve escalated a lot. this, they would not be able to cope cleaning the sewage of what used to be with that. There is a lot to be said for 5,000 people, and is now 25,000 people.

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SANTOSH MISHRA Managing Director, Chhattisgarh Tourism

ike Mr Aman Nath said, the and I have communicated it to the ASI Last year, the Chief Minister was very hygiene and standards of the as well… now you have efficient LED happy when he saw this, and he said we villages of northern India can solutions, you have all kinds of low- must make it international, so this year, be an issue. However, I must impact lighting. we will start incorporating international Ltell you that the tribal villages [in Chhat- We have noticed that when you make elements into the festival. It’s a classical tisgarh] are absolutely spick and span. it a centrepiece of discussion of the and semi-classical festival, and over the ...One of the ways in which we are local community or the city surround- last three years, it has really reached a trying to protect built heritage is by ing it, or the whole village gets involved level that is beyond our expectations. locking it up. Promptly at 10 o’ clock in some way, there is a much better ...In ASI monuments, if you are an the lock opens and at 5 o’clock the chance of protecting a monument than Indian, you pay `10 and if you are a Archaeological Survey of India (ASI) by keeping it under lock and key. foreigner, you end up paying $50. Such guy comes and shuts it down, and that’s ...Coming to our built heritage, Sirpur differential pricing is something I have it. I think a far more efficient way of is a 6th-century Buddhist site of Chhat- been opposing on every forum possible, protecting built heritage is to make it tisgarh. So [to ‘conserve’ it] we created and I have given it in writing to ASI as lively, to make it the centre of activity… something around it: the Sirpur Inter- well. I think this is one of the hurdles in Light it up, that’s a suggestion I have, national Song and Dance Festival. the promotion of tourism in India.

ANOOP SRIVASTAVA Deputy Director,

he responsibility and sibility of other related departments, new heritage arc in Uttar Pradesh, mandate of a community the private sector and the society at which connects Agra, Lucknow and (and its heritage) lies with large cannot be escaped. Varanasi. It looks like an arc when we specific departments in the ...I am happy to share the concept of join the dots on the map. It adopts a Tgovernment at the centre. These de- a heritage arc in Uttar Pradesh. Most cluster approach to promote tourism: partments keep themselves engaged of us know about the promoting the Agra, Awadh and Vara- in the conservation and development circuit, which connects Delhi, Agra nasi regions, as well as the Buddhist of such monuments, but the respon- and Jaipur. Likewise, we have a brand circuit in the state.

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P E EY US H S E K H SA R I A MARK WATSON Architect Executive Director, Tourism Concern

essons from the Mud Mosque it… it’s a kind of defining monument for flict with the community. They discov- of Djenne in Mali are of inter- Mali, like Taj Mahal would be for India, ered one day that a team of international est to India, but also largely and Eiffel Tower for Paris… In 2006, the experts had opened up the roof. Then on, to the so called ‘Third World’. Aga Khan Trust for Culture evaluated the re-plastering ceremony has been held LIt is the largest earthen structure in the the building because it was a [Unesco] once in three years, in a way to accommo- world, and is actually part of an island World Heritage Site since 1988, and they date community’s concerns. ourism is a huge industry, away from people, and essentially we and will probably have the least infra- complex in the Niger delta. The whole came to the conclusion that there was too I think built heritage gives us a won- one of the biggest industries shouldn’t leave places worse off after structure to be able to adapt to those im- city of Djenne comes together to plaster much mud on the terrace… So the only derful opportunity to involve communi- in the world. We’re expected we’ve visited them. The second prin- pacts… But there are also destinations the mosque every year, where they are way, according to them, to correct this ties that have traditionally been involved to be 1.8 billion arrivals ciple is that we shouldn’t use economic that, if we stopped visiting, would also all over the mosque, and with great was to remove the entire roof and replace with this heritage, not government insti- Tby 2030 and, of course, that doesn’t power to exploit people. Tourists are suffer by people not visiting them. precision and risk they re-plaster it. A it, and to also reduce the frequency of the tutions or Unesco or any other person or include the huge domestic markets wealthy and are often visiting rela- A lot of volunteering packages do not symbolic event, the locals look forward to re-plastering event. All this was in con- organisation from outside. both here in India, but also in Brazil and tively poorer communities. Wealthy bring any benefits to the people and pos- China and other countries as well. people have a potential to exploit their sibly do harm in those communities. ...There is a huge potential for tour- economic position. Thirdly, we should But we’ve also tried to promote the ism to be good, to lift people out of give something back to the community positive impacts of tourism. We did a poverty, it can help protect natural we’re visiting. We’re travelling around whole campaign about ‘Would you like resources and I think there is huge ben- the planet, we’re using a lot of carbon a better holiday?’ Part of that was to say DR VENU VASUDEVAN efit in people travelling and having that and energy to get to places, we can’t just better holidays are actually good for the Former Secretary, Kerala Tourism cultural exchange. take photographs and leave footprints. community, good for local people, etc. If ...Tourists have impacts, so we have We do need to be able to give something you go on an ethical holiday, you’ll get a some principles of ethical tourism that back to the communities that we’re vis- more authentic experience and a better he first point I want to make The second point I wanted to make is: And the last point is that this is an op- we try to instill in travellers. The first iting —it needs to be a mutually benefi- holiday from it. We published an ethical is that RT is a partnership of spread the word. As individuals we may portunity for us to be prepared for the fu- is that we shouldn’t take anything from cial arrangement. travel guide that is now online. the willing. So, speaking to this not have the wherewithal, but —thank ture. We inherited a kind of tourism—the the places we’re visiting, we shouldn’t ...Many of the places we enjoy visiting We really look at community well- audience here is like speak- you Outlook Traveller for this wonderful Western concept of tourism. We were the take land away from people, we are the places that are going to be most being and local prosperity and social Ting to the converted. We all know… We are initiative—you can help spread the word. destination, the host. We were the DMCs, shouldn’t take water or other resources negatively impacted by climate change equity as the key drivers. practitioners. We’ve been there and done You can form partnerships… A few of us we provided what the white man wanted. that. We need to be speaking to a different have been bursting our arteries for the last RT has the power to change that equa- clientele altogether. In fact, we need to go few years, pushing a small organisation tion. We can be the ones who lay down the out there and talk to everybody—the DMC called the Ecotourism Society of India rules. If you want to come to our destina- [destination management company], the (ESOI). We do it because of our passion tion, we’ll set down the rules. And this is travel agent, hotelier, homestay owner, and for RT. Together, a media house, prac- a great opportunity for destinations like tell them that RT as an active practice is titioners and policymakers can create a India. If we all work together, the future beneficial to all of us. It’ll bring in business. multiplier effect. looks very bright.

30 OUTLOOK TRAVELLER OUTLOOK TRAVELLER 31 RESPONSIBLE TOURISM RESPONSIBLE TOURISM THE SESSIONS

“THEY WILL ALL NEED GUIDANCE, INSPIRATION AND SUPPORT BECAUSE THEY ARE THE FIRST

(Top to bottom) A group discussion on how to define RT; GENERATION THAT’S PRACTISING a session on whether luxury tourism can be responsible; and deliberating on the business RESPONSIBLE TOURISM HERE” aspects of RT

OUTLOOK TRAVELLER • OCTOBER 2015 35 RESPONSIBLE TOURISM

EXCERPTS population, and try to collaborate, try to communities]. Locals, even children be the leader of this consensus building, have to be given some sort of incentive... JOSE DOMINIC this collaboration... That’s our job. say, that tomorrow if they collect a SESSION 1 The introduction that we want to make plastic bag, they will know that will get WHAT IS RESPONSIBLE [about RT] is from the point of view of PRANAB SARKAR something in return. the planet, community, and business… …[Often] things happen without any I have worked in the Indo-China TOURISM ALL ABOUT? guidelines and mushroom growth takes region for 18 years and I have seen SHAMA PAWAR place (sic), which is suddenly visible and examples of rural tourism and home- How do we get the convergences to some local entrepreneurs jump into the stays that have been perfected over work towards responsibility [in tourism] business of tourism, and they do not fol- time because they have started from the because all the money is actually com- low any norms. Most of our states have grassroots level. They even clean their SPEAKERS ing from the Ministry of Tourism into not yet come up with any tourism policy streets at night. Hampi and then the tourism is basically, for RT, and we need to develop this in a besides the local communities. They very organised manner. SHAMA PAWAR JOSE DOMINIC (MODERATOR) MARK WATSON can’t be just the labour, they also have to I feel that four major partners need Yes, [in the Hampi region] we are doing MD and CEO, CGH Earth Executive Director, Tourism Concern benefit from it equally and they have to to come together: the government all those things, we are giving money to be taken in confidence, they have to be (both central and state); the service collect plastic. We have set systems… it is TANVI SUNDARIYAL SHAMA PAWAR given guidance... You have to teach them provider; the local communities; and a very profitable thing for everybody. Additional MD, MPSTDC Founder, Kishkinda Trust about waste management at an early age the tourist himself. When rural tourism came to us, I said and give them a sense of pride in their I would like to make a village, which is JYOTI KAPUR PRANAB SARKAR local architecture. JOSE DOMINIC really nice for the villagers to live in, President, ADTOI Honorary Secretary, IATO [In fact, we should figure out] other Is there any conflict between business so they can enjoy it and welcome the than the palaces, what can we do for our and community and environment? guests, rather than it being the other villages and how can we conserve them? way around. Very humble, simple architecture MARK WATSON Right now, there are so many people [in rural India] also has to be equally When we talk about RT, I think it re- who are engaged in it. They will need respected, because we are losing our ally comes down to respect. I think the guidance, they will need inspiration TAKEAWAYS simple historic settlements. So what model we have of mass tourism over the and they will need support because this kind of support can we get to turn them last 50 years is a very consumptive form is the first generation [that is mindful into beautiful places to visit? We don’t of tourism… of the modern goals of RT]. It will be a 1. Provide constant support and 4. Get states that don’t have an RT have to go a village in Spain or Italy to Some of the models of tourism we have win-win situation. direction to communities; inspire them— policy to design them experience that kind of tourism. We can are not particularly sustainable. Is there travel in our own country. a conflict in some businesses? Most com- JOSE DOMINIC remember that this is the first generation Of course, if the local tourism industry panies are neither good nor bad, they In 25 years, Kerala has used tourism as that is forced to think about is doing something, then it has to also be will do what they do to make profit. The an engine of its growth, contributing 20 responsible tourism matched by the government... The sys- consumers also have a responsibility to per cent of our gross value added. One in tems have to be in sync for them to work. push the business to be better behaved. I four new jobs is in the tourism industry. think [the focus should be on] good busi- For a country like India, being inclu- 2. Respect not just palaces, but humble 5. Encourage consumers to push for TANVI SUNDARIYAL ness, and on ethical behaviour because sive, argumentative even, is part of our historic structures in rural India change—the onus is not on I completely agree… Unless and until you get repeat business, long-term busi- ethos... So RT [and its challenges] is as a government enterprise we not only ness… In Spain, the unregulated market actually a reflection of that. businesses alone match [your steps], but we take leader- has gone out of control and destroyed ship in facilitation and helping private what people were seeking. You don’t investment, and try to engage with local want that situation. Sustainable tourism 3. Let the government facilitate RT and lead 6. Regulate domestic tourism, communities, and at the same time, try needs to be built in engagement with the to do our basic job, which is maintain- local community. from the front, even as it takes care of the especially spiritual tourism; start ing cleanliness — solid waste manage- basics like sanitation and law and order from the grassroots; incentivise and ment is just a part of that — maintaining JYOTI KAPUR set up systems to ensure proper law and order, maintaining all these ...Domestic tourism today is mostly spiri- basic functions, which are government tual tourism. It is not regulated, so we implementation functions essentially. So we must do have to strive hard to regulate spiritual all this while facilitating private sector tourism in India. participation and investment, train- In domestic tourism, the whole idea ing and skill development of the local is to start at a grassroots level [with the

34 OUTLOOK TRAVELLER OUTLOOK TRAVELLER 35 RESPONSIBLE TOURISM

EXCERPTS connections with nature—is increas- conference [COP 21] on climate. What- ingly a luxury. That is where the luxury ever happens, we’re moving towards an HAROLD GOODWIN responsible tourism market can offer increased level of regulation that will be SESSION 2 The bigger part of the problem in India something to people who have forgotten inevitable. Rather than resisting it, most CAN LUXURY BE RESPONSIBLE? is not that nothing is happening, but a what it is to experience such things. companies are saying give us the regula- lot is happening. The problem in India is tion, it gives us a level playing field. It for what is happening to be recognised. STEVE BORGIA enables us to innovate for solutions. There are two parts to that. One is this Do you think you need a central driving annual summit, which I hope will con- force to promote RT, or you need to go STEVE BORGIA tinue. The second part is that there needs through public media, agencies? Compared to some of the nations that to be an awards programme here in have done well with RT, where do you SPEAKERS India. The third part is that there needs HAROLD GOODWIN think India stands? to be some kind of marketplace where I do think you need both. But in the end people can find these products. Things what has driven RT around the world has HAROLD GOODWIN STEVE BORGIA (MODERATOR) HAROLD GOODWIN are happening, but they are not being been the market. It’s been about enthusias- I don’t think any nation has done well with President, Ecotourism Society of India Director, International Centre for RT, noticed as much as they ought to be. tic, passionate individuals, that’s true. But RT. What you see is different practices Professor of RT, Manchester Metropolitan University they need to find the market for those pas- from different places. There’s some good RAJNISH SABHARWAL RAJNISH SABHARWAL sions to be viable commercially — it’s about stuff being done in England and Scotland. CEO, The Ultimate Travelling Camp JEREMY SMITH There is a lot of work at the village level. putting those two things together... What There’s good things being done in parts Editor and co-founder, TravIndy We see individual RT initiatives, but it you need to argue against is any kind of of Africa. There’s some wonderful things would be better to structure it, organise institution that produces a straightjacket. being done in parts of India. It isn’t that a forums and talk about it. Educate, bring whole country adopts it. What you see is about awareness, share what’s happen- STEVE BORGIA where the market has allowed RT busi- ing in various parts of the country and be Do you see India as a RT market, a niche nesses to thrive, and that’s what we need to TAKEAWAYS local-specific... It would help us replicate tourism market? do. We need to create those spaces where and grow the model faster. it’s easy to follow RT. HAROLD GOODWIN If I look at India from outside, finding RT 1. Don’t talk of RT as sacrifice, especially in 4. Create a proper RT marketplace for STEVE BORGIA No, I do not think RT is a niche. RT businesses in India is very difficult because the context of luxury. Address it instead as an India—where the volume of tourism is What’s happening is more passion is a dimension of what people are the communication channels are dominat- driven. There is no system. looking for... ed by the big players in the industry, so we opportunity to reclaim the luxuries of life that large and often unstructured, and where need to create space... Just as we did with we have forgotten or forsaken—from the larger players tend to dominate the RAJNISH SABHARWAL STEVE BORGIA responsibletravel.com. connecting with nature to connecting space for publicity I agree with you. Responsibility is a way You think government policies, struc- of thinking. It is an attitude. I believe as tures can take control of RT, or should it STEVE BORGIA with our cultural roots Indians, it comes to us from our grand- be an independent initiative? Do you think stakeholders or people 5. Find better ways to connect the parents, from generations down the line, related to the travel trade are taking 2. Work towards sustaining an annual and its time now that we gave it a struc- HAROLD GOODWIN more initiative? market and consumer—it’s the ture, we brought it in education systems, I have seen this thing really turns on forum to connect passionate individuals market that ultimately drives RT in institutions, in hospitality schools, and the stakeholder engagement, but let the JEREMY SMITH and businesses, and leverage their in the trade. government facilitate that. It can’t make It’s inevitable. If more initiatives are taken, experience and learning it happen, but it can facilitate and make more things will work… Now, there is a JEREMY SMITH the environment more helpful. large amount of responsible tourism, and 6. Harness and structure, specifically for ...Because we are supposed to be talk- then there is a large amount of extremely 3. Institute an RT-centric tourism, the kind of responsibility, the ing about luxury, [I want to highlight] STEVE BORGIA irresponsible tourism in India because of that there’s a message problem. People Can there be different parameters for the size of this place. awards programme attitude that has always been inherent assume that when you are talking about city initiatives and rural initiatives? in our culture responsibility, you are talking about sac- HAROLD GOODWIN rifice. If luxury is simply regarded to be HAROLD GOODWIN The challenge is not the idea. The chal- the opportunity to consume at an exces- Of course, and that’s fundamental to RT. lenge is to find the market. 7. Encourage and enforce better sive level, then it will always be very hard Responsibility is about respecting the regulation so that all businesses for it to be a part of RT. priorities where you are. We are not living in a world where have a level playing field the opportunity to do many things — to JEREMY SMITH have more time, more space, to have Right now in Paris there is an enormous

36 OUTLOOK TRAVELLER OUTLOOK TRAVELLER 37 RESPONSIBLE TOURISM

we have expanded. We started with that E X C E R P TS made, but there is still a long way to go. We model in Binsar, which is a wildlife sanc- need a lot more communication between tuary and protected area. We have that MANDIP SINGH SOIN the industry, and it is an industry with a experience of how things were before we SESSION 3 Shoba, you represent hotels, but you very huge footstep, and the government. started and after having worked there pick and choose, and you obviously have So in Madhya Pradesh, there is a big void THE BUSINESS OF RT now for 10 years. I think when we did a slight slant on heritage and people there. But we’re also part of the RARE display one model, which was working, who are more eco-sensitive, I presume. India family, and I think that in that group, it was much easier for us to replicate it Where do you think that you can be a we try and communicate very closely with at other places. We also started work- force to make sure that RT objectives are each other and have a sort of code of con- ing in Madhya Pradesh with the forest carried through? duct. It does make a huge difference. department where we are developing One of the things that I do to promote community-based tourism and bringing SHOBA MOHAN conservation is, to try and get people to SPEAKERS in tented accommodation, again run by One of the key things we do in our audits not just say we’ll ensure benefits to people, the communities. We took at least one when we select hotels is to ensure that but to employ local people. If we have an member from each house in the commu- MANDIP SINGH SOIN (MODERATOR) S H O BA M O H A N these are largely owner-managed… Com- area where we need somebody and there nity to Binsar. When they saw this on the Founder and Managing Director of Ibex Expeditions and Partner, Rare India munity involvement is very important so isn’t a local person available to do the job, ground, they realised if it is possible in Fellow of the Royal Geographic Society that is a key objective. we train them… one protected area, it is possible to do it S H E E L G U P TA Also, we don’t like very large hotels, We believe you should be very careful in their area as well. MANISHA PANDE OST Public Relations we try to keep the keys of the hotel we about architectural styles, be responsible MD, Village Ways take on board minimal… I would rather with your construction, and the materials MANDIP SINGH SOIN SU N I L K U M A R take four rooms in a 10-acre estate than you use and how you use your property Do you think TAAI members would BELINDA WRIGHT President of TAAI 10 rooms in a four-acre estate. and fencing—it’s very important that react well apart from the Swachh Bharat Executive Director, Wildlife Protection Society of India anybody who has a wildlife resort must cess that we all have to pay now, and our MANDIP SINGH SOIN use legal wood. Plant, create, protect. Be hope is that the Ministry of Tourism Mr Gupta, would you like to say something eco-friendly with your lighting, your sew- would get a larger chunk of that, Sunil? about Uttarakhand, especially the rafting age, your waste disposal, conserve water community that has burgeoned. Do you and avoid using mineral bottled water. Use SUNIL KUMAR TAKEAWAYS think there’s a case for government moni- good filtering systems. These are all fairly It’s important that we make an invest- toring or self-monitoring by the industry? obvious things, but I think we need to ment today. I think whatever cess that actually put them in practice. Encourage we are paying today is nothing but an 1. Support the growth of community-driven, 5. Incubate and nurture micro and SHEEL GUPTA people to walk locally, go birdwatching investment… We are not really talking Basically both are responsible, the gov- and so on. Have a strict noise policy. about inbound tourism, there are so owner-managed, small and sustainable small businesses that grow in the wake of ernment as well as the private operator. I’m not hearing it today, but over 80 per many domestic travellers too. You have properties. Educate about RT and RT-centric initiatives and businesses The National Green Tribunal (NGT) has cent of the tourism is not inbound tourism, a large industry base in this country, and employ locals directed the government that no construc- it’s actually tourism from India. Those we have these concepts [of RT]. I can’t tion has to be made within 200m of the visitors are very important because that’s imagine putting up a stall in some exhibi- 6. Train service providers river… The government is thinking about how we can improve the whole environ- tion; it won’t work that way. It could be 2. Facilitate better communication how to clean the Ganga, to keep the pol- mental conservation movement here, an interdependent project with regular lution away. So the government and the but they also need to be educated about tourism. Two, there have to be trained within the industry. Together, 7. Create a model that works, display private operator should work together in the problems, and not throwing rubbish service providers and I don’t think there work with the government to monitor the and replicate this direction. and so on. As an industry, we have a very are enough. situation on the ground important role to play in that. MANDIP SINGH SOIN BELINDA WRIGHT 8. Connect regular tourism and RT— I’m glad to know that can happen. That MANDIP SINGH SOIN In order to achieve that we need better 3. Better communication between make it interdependent brings us to the tiger crisis… Belinda, do …The same domestic traveller is also going dialogue between the government, both the central and state governments and the you think the signs have improved since abroad now. They know, that when they central and state, and the service provid- the crisis in terms of just the working go abroad in certain cases they do behave ers. The perfect example is in places like industry also crucial partnerships between private industries? differently, responsibly. Manisha, in terms Ranthambore, Bandhavgarh and so on. Are they showing more responsibility in of Village Ways, do you find you’re able to We’ve got hundreds of resorts—I think your area or do you think there is a lot more encourage a lot of other people setting up Bandhavgarh now has nearly 80 resorts 4. Focus on educating, empowering work to be done at the government level? micro or small businesses in the area? around it and only something like 35-40 domestic tourists, since they account for vehicles are allowed in a day. That is nearly 80 per cent of business BELINDA WRIGHT MANISHA PANDE ridiculous and it doesn’t benefit the local I think there have been some huge steps Yes, actually on the basis of that is how stakeholders at all.

38 OUTLOOK TRAVELLER OUTLOOK TRAVELLER 39 RESPONSIBLE TOURISM

OUTLOOK TRAVELLER HAS BEEN PRINT HIGHLIGHTING THE GOOD WORK OF CAMPAIGN THE CHANGEMAKERS USHERING IN THE AGE OF RT IN INDIA

Responsible tourism- related articles featured in the magazine; and (facing page) the Resposnible Tourism Special Issue in February 2015

hat’s the point of good work, if no Wone knows about it? A champion of properties and practioners who es- chew package tourism, Outlook Travel- ler is taking it a step further this year by running a sustained print campaign to promote and encourage responsible tourism initiatives across the country. The idea is to bridge the knowledge gap between the operators and the tourists, to raise awareness, and to finally start undoing the damage done to the ecology and local communities by ill-considered, consumptive tourism.

40 OUTLOOK TRAVELLER OUTLOOK TRAVELLER 41 RESPONSIBLE TOURISM

IN ITS VERY FIRST YEAR, THE DIGITAL RESPONSIBLE TOURISM SUMMIT’S REACH PROMOTIONAL DIGITAL CAMPAIGN SAW A GREAT RESPONSE

5,00,000 DATA UNAVAILABLE

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50,000 1,00,000

he Responsible Tourism website and social Tmedia pages continue to support the best DATA UNAVAILABLE 4,00,094 practices in the industry, and reach out to the most crucial cog in the wheel: the tourist; actively engaging with and educating travellers about their cultural and social responsibilities on the road. Total Impressions Facebook: /ResponsibleTourism/ 59,13,509 DATA UNAVAILABLE Twitter: @oltraveller_RT

Instagram: /responsibletourism/

42 OUTLOOK TRAVELLER OUTLOOK TRAVELLER 43 RESPONSIBLE TOURISM

RESPONSIBLE TOURISM

SUSTAINABLE TOURISM

RT & SUSTA I NA B L E T O U R I S M A R E NO T T H E SA M E T H I NG

esponsible Tourism is about what Ryou do to achieve sustainability.

ustainable tourism is the objective, Sand RT is what you do about it.

The problem with sustainability is that it’s extremely vague. It defies all pre- cise definition. We talk about leaving the world in a better way for our children but what that means is very unclear. It de- fies in my view any technical definition. Responsibility by contrast demands that you act, that you respond, that you take action—and it seems to me that that’s critical to the process of creating change. We have at the moment a serious os- trich problem with people just sticking their heads in the sand and hoping that somebody else will solve the problem. WWW.RESPONSIBLETOURISMINDIA.COM

DR HAROLD GOODWIN Director, International Centre for RT, Professor of RT, Manchester Metropoli- tan University

44 OUTLOOK TRAVELLER #TAKETHEPLEDGE

ECO-FRIENDLY LOCAVORE SUSTAINABLE GREEN COMMUNITIES HOLISTIC FEEL GOOD VOLUNTEERING CONSERVATION BACK TO INDIGENOUS NATURE LEAVE ONLY FOOTPRINTS HOMESTAYS CRAFTS TRADITIONS SLOW CULTURE FOOD ETHICAL SLOW WALK TAKE NOTHING TRAVEL FORWARD NATURAL IMMERSIVE EXPERIENTIAL EARTH ROOTS CARBON NEUTRAL LIVELIHOODS FAIR BE A RESPONSIBLE TOURIST WWW.RESPONSIBLETOURISMINDIA.COM