Given the stated criteria that the award committee is supposed to rely on, local communities in tourism destinations would be bewildered to find Kerala being selected as one of the finalists for the destination award. The State Tourism Department has done very little to ensure maximum benefits to the local communities or minimum negative impacts to the natural environment.

In 2006, Kerala tourism was short-listed along with Greece and Mexico for World Travel & Tourism Council’s ‘destination award for the year. It was reported that the finalists were selected by an international expert committee from over 100 applications from more than 35 countries. There were two reasons why Tourism groups and civil society organization in Kerala opposed the proposal. First, the World Travel & Tourism Council (WTTC) is a membership organization representing the big players in the global Travel & Tourism Industry, lobbying with Governments on behalf of Hotel and Aviation Industry. From our point of view, WTTC award was not a recognition that we actually wanted. Second, Kerala tourism according to no international standards can be considered as a role model of sustainability. The concerns were articulated in letters issued by Tourism action groups and intellectuals, artists and scientists from Kerala to WTTC and national and international media. The campaign became successful when WTTC eventually dropped the idea of bestowing the award to Kerala Tourism

To

The Finalists' Selection Committee
Tourism for Tomorrow Awards 2006
World Travel & Tourism Council (WTTC), London

Dear Sirs,
We express our serious concern regarding the WTTC destination award Kerala tourism has applied for. We understand that the Tourism Department has painted a one-sided and biased picture of Kerala tourism. If you look deeper than just at the tip of the iceberg, you will find that at this stage, Kerala tourism is not at all a role model of sustainability by any international standards. Rather, the lack of sustainability in Kerala tourism raises several questions that will need to be addressed before Kerala, as a destination can be eligible for such an award.

Thiruvananthapuram,   11/02/2006.  KABANI,   a   voluntary   organization   in   Kerala,  urges the World Travel and Tourism Council (WTTC) to abandon its decision to  consider Kerala tourism for the best destination award.  KABANI  wants WTTC to  recognize that the current malpractices, lack of transparency and non­participatory  tourism projects based on ill­conceived policies in Kerala are causing tremendous  damages   to   the   vulnerable   and   marginalised   communities   in   Kerala.   Evils   of  tourism such as the commercial sexual exploitation of children are rampant in the  state. “At this stage, Kerala tourism is not at all a role model of sustainability”, says  KABANI.