Responsible Tourism Beacon of Inclusivity
K. RUPESH KUMAR
Since its inception, the RT Mission has facilitated over ₹93-crore in cumulative revenue for local communities. More than 25,000 local entrepreneurs have been empowered to participate in Kerala’s thriving RT network. Over 1,50,000 families have directly or indirectly benefited from RT Mission activities.
In a world where tourism often risks turning destinations into mere backdrops for commercial gain, Kerala’s Responsible Tourism (RT) Mission has charted a different path—one that celebrates people, protects the environment and strengthens local economies. Anchored in the principles of sustainability, equity, community empowerment and gender inclusion, Kerala’s RT model has become a beacon of inclusive tourism—not just for India, but for the world.
From Vision to Vibrant Movement
What began in 2008 as a pioneering pilot in Kumarakom has today evolved into a state-wide people’s movement, institutionalised under the Kerala Responsible Tourism Mission Society (KRTMS). With proactive support from the State Government and robust community partnerships, KRTMS has re-imagined tourism as a tool for transformation—placing people, not profits, at the centre of tourism development.
KRTMS ensures that tourism doesn’t just cater to visitors’ expectations—it uplifts the lives of local residents. By nurturing partnerships between communities and the tourism sector, Kerala has shown the world how travel can be meaningful, ethical and regenerative.
Globally Awarded, Locally Rooted
Kerala’s Responsible Tourism Mission has received 22 national and international accolades, including recognition from the UNWTO, PATA, and World Travel Market. These honours affirm the global relevance of a model that blends participatory development with sustainability and innovation.
Yet its deepest success lies in how it translates global goals into local realities—connecting the Sustainable Development Goals (SDGs) with tangible outcomes in rural development, women’s empowerment, ecological conservation and community resilience.
KRTMS does not merely manage tourism—it redefines it as a movement. A movement that bridges inequality, revitalises local economies, and builds hope.
Training Hands, Transforming Lives
One of the Mission’s most impactful contributions has been its systematic training and capacity-building initiatives. From fishermen to farmers, tribal youth to homemakers, more than 25,000 local entrepreneurs have been empowered to participate in Kerala’s thriving RT network. These individuals are trained in hospitality, entrepreneurship, sustainable tourism practices, language skills and digital tools.
Crucially, over 17,000 women-led or women inclusive units reflect Kerala’s bold commitment to gender inclusion in tourism. From managing home stays and community kitchens to producing artisanal goods and leading tours, women have become key stakeholders and leaders in this transformational journey. The Women-Friendly Tourism initiative, designed to ensure safety, empowerment and visibility for women, is now a model being studied and adapted across India.
Innovation at the Grassroots: STREET, PEPPER, and Model Villages
Kerala’s RT ecosystem is also a hub of innovation, with community-led models shaping the way forward. Flagship programs like STREET (Sustainable, Tangible, Responsible, Experiential and Ethnic Tourism) and PEPPER (People’s Participation for Planning and Empowerment through Responsible Tourism) show how tourism can be made more inclusive, place-based and people-owned.
Destinations like Perumbalam and Kanthalloor have become global examples of how the STREET model can be used to revitalise public spaces and strengthen local Destinations like Perumbalam and Kanthalloor have become global examples of how the STREET model can be used to revitalise public spaces and strengthen local
Likewise, Model RT Villages like Aimanam, Ezhumanthuruth and Koodaranji exemplify self sustaining, eco-conscious tourism. These villages allow travellers to experience Kerala’s soul—through the rhythms of rural life, ancient folk traditions and sustainable living practices.
Revenues That Reach the Roots
Since its inception, the RT Mission has facilitated over ₹93-crore in cumulative revenue for local communities. Unlike top-down, extractive models, KRTMS promotes direct market linkages between tourism enterprises and grassroots producers—be it fresh produce, eco-friendly souvenirs, traditional crafts or home-cooked meals. Over 1,50,000 families have directly or indirectly benefited from RT Mission activities, illustrating the widespread economic and social impact of this inclusive approach.
As part of its experiential tourism focus, the Kerala Agri Tourism Network has created vibrant connections between farmers and travellers—bringing rural livelihoods into the spotlight through farm visits, agro-based experiences and organic tourism initiatives.
T his model nurtures dignity, resilience and cultural integrity, while offering travellers genuine, immersive experiences—from toddy tapping and canoe rides to tribal dance performances and farm-to-plate meals.
A Blueprint for India’s Tomorrow
In Kerala, tourism is more than leisure—it is a relationship of trust, storytelling and shared progress. It is about communities opening their hearts and homes, and travellers becoming part of their transformation where every journey uplifts a village, every experience celebrates a tradition and every footprint leads toward a more just and sustainable tomorrow. As India moves toward a future driven by sustainable and inclusive growth, Kerala offers a tested and scalable model of change.
T he writer is CEO at Kerala Responsible Tourism Mission Society