The UN World Tourism Organisation unveiled three short films from Kerala to promote the state's 'Responsible Tourism' initiative at the world's biggest travel and tourism trade event in London.
A press statement issued here Thursday by Kerala Tourism said UNWTO Secretary General Taleb Rifai launched the three films produced by Kerala Tourism at the ongoing World Travel Market (WTM) in London Wednesday in the presence of Kerala Tourism Minister A.P. Anil Kumar and tourism secretary Suman Billa.
The UN official said Kerala has placed 'responsible tourism' at the core of tourism development since 2007 and was indeed an inspiration for all.
"Kerala has transferred the power of tourism into a force that improves livelihood, projects nature and builds bridges between cultures," he said.
Directed by Anwar Rasheed, the films depict how the 'responsible tourism' initiative, which links the local community with the hospitality industry, was helping empower the people and improve their lives while conserving nature.
Inspired by true events, the films show how the lives of ordinary people have been transformed by the 'responsible tourism' initiative.
"Guide" is the story of a shy village student who finds the confidence to become a tourist guide and interact easily with travellers from around the world.
"Farmer" shows how an agriculturist in a remote village preserves many varieties of organic seeds and turns his farm into a destination for visitors.
In "Chefs", a group of homemakers turn themselves into successful entrepreneurs and culinary experts admired by tourists.
The three films, which highlight the 'responsible tourism' slogan "Better Together", were shot in picturesque villages around Kumarakom, Wayanad and Alappuzha.
The campaign will be launched in India on various television channels, cinema theatres and Kerala Tourism's social media channels.
The World Travel Market, held Nov 3-6 in London, saw more than 5,000 exhibitors from around the world.