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The Kerala government announced its intent to prohibit non- eco friendly resorts from setting up in state. But their focus should be on existing properties says Amrit Dhillon
The Kerala government recently announced that only eco-friendly resorts would be permitted in future.
It sounded like a bold new policy statement but in reality it merely acknowledged formally what hoteliers in the state have been doing for years. By common consent, they have been protecting nature so that they can offer it to tourists in pristine condition. The success of this policy explains why ‘National Geographic’ has listed Kerala as a ‘must see in a life time destination’.
One of the pioneers in this, Jose Dominic, managing director of CGH Earth, understood early on that tourists want to enjoy nature in its spectacular purity without causing it any damage through this enjoyment.
This changed the concept of luxury from meaning opulent buildings to the quality of the experience.
‘Our resorts are known now for respect for the environment, the community, and the local ethos. We involve the community so that they are an intrinsic part of the resort and benefit in a tangible way,” said Dominic.
The economic slowdown has had an impact with lower occupancy and fewer new projects coming up. But Sanjay Sharma, general manager, Le Meridien, Cochin, believes the lull is a good opportunity.
“In tough times, the government should focus on improving existing infrastructure rather than building new resorts,” he said. “There’s no point building 200 km of new roads when the existing ones are no good.”
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Sharma believes the government needs to do much more to stimulate demand and his idea of effective stimulation is not road shows or advertising but a reduction in luxury and service taxes.
India, he says, is probably the only country in the world with a 15 per cent tax on laundry and a service tax on exchanging foreign currency. “Lower taxes benefit the consumer immediately. It means we can give value for money but with the recession, the government won’t want to reduce its income,” he said.
The tourist industry in Kerala has enjoyed a good partnership with the government. The industry drives demand while the government provides the backup and marketing. It’s a model that is being emulated by other states.
E. M. Najeeb, IATO head in Kerala, points out that Kerala was the first state to introduce the idea of ‘responsible tourism’ and is pursuing it diligently with eco-friendly resorts that are proving hugely popular while providing tangible economic benefits to local villagers.
One example is Kumbalangi, a tiny island near Kochi that has become the first model tourism village in India.
“The whole thrust in Kerala is to promote nature. In fact, our latest resort which is coming up is unusual – it provides both a backwater and a beach,” said Najeeb who is also chairman of the ATE Group.
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