On Saturday, September 28, 2024, Kerala Tourism marked World Tourism Day with the launch of an innovative “Destination Adoption” program. This initiative, aimed at promoting cleanliness and environmental care at the state’s popular tourist spots, is a key element of a larger effort by tourism clubs to ensure the pristine and sustainable nature of Kerala’s attractions.
Speaking at the event held at Veli Tourism Village, Tourism Minister Shri P A Mohamed Riyas highlighted the program’s focus on engaging youth in maintaining these destinations. He emphasized that this initiative represents a new approach to ensuring that Kerala’s tourism hubs remain clean, green, and hygienic. By encouraging young people to actively participate, Kerala is setting a new standard for responsible tourism, guaranteeing the long-term appeal and sustainability of its natural and cultural heritage.
“You are making the declaration regarding ‘Destination Adoption’. This is indeed a creative initiative to mark the World Tourism Day. This is going to be different from normal cleaning campaigns,” the Minister said, interacting with members of the Tourism Club.
Noting that “Tourism and Peace” is the theme of World Tourism Day 2024, Shri Riyas pointed out that this concept aligns well with Kerala, known for its eclectic and inclusive culture. “Kerala is reputed the world over for its secular ethos and social harmony. Our social milieu compares well with the European nations that value peace and harmony highly,” he said. The festivals of Kerala are celebrated by all. This inclusive culture adds to Kerala’s appeal as a land of natural charm. Kerala is also famed for the hospitality of the people. These factors contribute immensely in attracting tourists, he said.
“Tourists who conduct themselves responsibly and destinations that are maintained responsibly” should be the basis of the state’s tourism development. The Tourism Clubs can contribute significantly in fulfilling this vision, Shri Riyas said.
When adopting destinations, each tourism club should aim to create an exemplary model. Maintaining cleanliness and hygiene will significantly boost the attractiveness of these spots. To achieve this, every club should develop a clear “vision” for the destination it adopts, and based on this vision, prepare an “action plan” outlining the tasks to be completed before the next World Tourism Day.
The idea of tourism clubs marked a qualitative shift. Its success depends on how creatively each club functions and fulfils the responsibilities entrusted to them, the Minister said.
Kerala is also set to make a pioneering initiative by setting up an Innovation and Incubation Centre for startups to thrive in the tourism sector. This initiative will enable many of the members of the tourism clubs to become entrepreneurs in the future. The Tourism clubs can serve as a conveyor belt for this significant transition, Shri Riyas added.
The tourism club members discussed their ideas and recommendations with the Minister on how to maintain the cleanliness and beauty of Veli Tourism Village.
