Climate Change and Future of Kerala Tourism

The Climate Change discussions are taking a back seat in recent past when the focus is on Global Recession and its possible cause / effect on oil based economies. Both are mutually related, equally significant and can spell misfortune for tourism industry in general. By the effects of Climate Change, when Europe is heating up, especially in the winter holiday period, the travelers from that region would spend their time in Europe itself, reducing the need to spend time in hot climate areas such as Kerala. When the recession is hitting people in Europe, they would also prefer not to travel to save money.

Here comes the importance of revising our tourism vision to incorporate products and services that are not just Climate related. Apart from the superfluous pleasures, if we can stimulate intellectual and spiritual touch to the purpose of travel, we are adding real value to the destination. Can we address Global Issues through our local solutions in tourism industry? Can we create another “Kerala model” in responsible tourism addressing the issues such as Global Warming, Climate Change, Terrorism, War, Racial Prejudice, Sexual exploitation of women, Drug trafficking, Deforestation, Social justice, Public Health and the like? Can we really live up to the tag line of marketing Kerala Tourism: “God’s Own Country”?

Some suggestions are put forward for the consideration of tourism industry veterans, the Government officials, academicians and general public interested in tourism industry.
1. History can be a very good marketing tool if promoted properly through well organised museums and research centres (organizing international seminars and academic exchanges). Starting from Ancient Spice Route and our trade relations with Roman, Arab and Chinese cultures from atleast 1000 BC, the visit of St: Thomas and establishment of Christianity in India in AD 52 onwards, the visit of legendary Sage Nagarjuna – proponent of Middle Path philosophy and alchemist in (Ayurveda) medicine in the 2nd century AD and our forgotten Buddhist past, the very second Mosque on the banks of River Periyar at Muziris (present day Kodungallur), birth of Adi Sankara in the 8th century AD, his works on Advaita philosophy and establishment of four Amnaya Matts in India which caused a resurgence of Hindu (religion) culture in India, our Jewish connection from atleast 15th century AD and “Kerala School” of Mathematics which is recently discovered the existence of a well established scholarship and possibly the developers of Modern (English) Calendar etc. etc. are possible areas of product / service development in tourism industry. Which other State in India or geographical region in the World can claim such a vivid historical strength to support tourism?
2. Ayurveda can be further enhanced from its present position of rejuvenate therapies in the international market to a complete health care system. We have already introduced a certification (Green and Olive) for the recognition of authentic ayurveda centres, but further works are required to document the effectiveness of treatments that are undertaken by such centres. In due course of time, such documented evidences shall further support to get more international recognition by way of insurance coverage and ‘scientific’ approval of our traditional knowledge. We could also support “Integrated Healthcare” centres which would facilitate all Indian Systems of Medicine (ISM – Ayurveda, Yoga, Unani, Siddha) and Homeopathy along with Allopathy under one roof. Support from organizations like the Foundation for Integrated Health (promoted by Price of Wales) can be expected for such ventures.
3. Houseboats can be more environment friendly and still attract more tourists. Unhealthy competition resulted in enlarging the size of the country boats used to be converted into houseboats and they are now unable to move through the narrow canals which used to be the most attractive part of the whole trip. Simple, small country boats with one or two rooms with a small kitchen and outboard engine have become huge boats with a/c and noisy inboard diesel engines causing serious damages to the largest fresh water lake in Kerala – Vembanad Lake.
4. Accommodation can be with some “character” – normal hotels with luxurious rooms cannot sustain in the long run. Each hotel can create some uniqueness in its property building by adding different elements – say, art and antiques, murals and oil paints, nature friendly and energy efficient, performing arts etc. Homestays are thriving because of the experience that it is offering to the guests and also because of very nominal ‘investments’. Grihasthaly scheme of Kerala Tourism for the conservation of old houses in its original place also attracts many enthusiastic travelers who wishes to see ‘originals’. Another area which is untapped is the Youth Hostels / Camping Sites.
5. Biodiversity can be another area of our strong hold, provided we are protecting our remaining natural forests and try to enhance its area by interconnecting the fragmented forests and/or afforestation of plantations which ceased its lease agreement period. Western Ghats is among the Biodiversity hot spots of the world which is to be protected under the UN charter for the conservation of World Natural Heritage. More Eco Tourism projects can be established with people participation and visionary planning. Promotion of organic farming in itself will attract more people to visit us to learn how we are engaging in agriculture.
6. Culture and Traditions can be ‘marketed’ which is already showing great results by the promotion of Kalamandalam and the recent advertisement campaign with people who were changed by the richness of our traditions (examples shown were Pongala, Kathakali, Kalari etc). Now it is time for international collaborative projects – Kalari with Kung Fu, Kathakali with Beijing Opera and the like.
7. Olympics can be another scope for Kerala to focus-on, as India is planning to bid for Olympics in 2020. Though the official venue could be Hyderabad, we could try for the venues of Water related Sports & Games, Swimming and the like. As our veteran Olympians and Athletes confess, we must have international standard infrastructure facilities to even qualify for the items and grooming young talents for many years. This is the right time for targeting for such investments with the support from private sector also.
8. Movies have already marked attention to the creative geniuses from the region in the international panorama. Can we not support projects that are transnational – with themes selected from our rich historical background?
9. Twin Cities can be another project by which urban development can be focused with the mutual learning of another far-away city. Kochi is already tied up with Cardiff for implementing sustainable development practices. Similarly, Thiruvanthapuram may be tied up with Beijing and Kozhikode with Dubai. Municipal bodies of other towns can also try and find similar towns from across the globe for such projects.
10. Joint academic programmes can be another reason for people to move around. For example, the Vedic Chanting has been included among Intangible World Heritage by UNESCO. The effects of Sound on human mind and psychology can be a subject of international study. Agriculture research of Plantation Crops or fisheries could be another area with far eastern countries.
11. EcoKerala Certification can be a tool to motivate more tourism industry players to engage in environment friendly activities. The guidelines stipulated in it also enhance the Responsible Tourism criteria. If the present 15% subsidy is not motivating enough to the industry to follow the suite, increase the grant, or persuade in other levels – such as licensing, tax rebates etc. Green Building Codes can also be promoted through this certification scheme.
12. Climate Change can be a focal point in all our activities – with great policy support for tapping most of the alternative sources of energy and moving towards a carbon neutral energy self sufficiency (say in 20 years) would automatically attract the neo-green movements around the world. Enhanced support public transport is another area in which the international Carbon Funding can be sourced and utilized. Sustainable development when incorporated in integrating different government departments will result in integrated ‘single-window’ solutions to various issues.

When we are a successful State in implementing tourism marketing so far, it should be sustained in the coming decades. We should not be another destination which is vanishing from the international attention after a period of 10 – 12 years, as happens with other popular destinations elsewhere. For this, we need to focus on our strong points and align our products and services to suite the international trends.