Prof. Mayukh Chowdhury (Assistant Professor, MITSOM, MIT University of Meghalaya, Shillong)
Recreation has been an integral part in the lives of Humans. Throughout history it can be observed, how humans have engaged themselves in various activities to keep themselves entertained. These activities range from the cultural aspects (i.e., singing, dancing, storytelling, etc.) to the explorations of new and distant places. Tourism is one such activity which has developed popularity over the recent few years. People are travelling to places for various reasons such as recreation, business, adventure, and many more. With the advent of technology in the transportation sector movement of people for tourism have increased exponentially. With the mass movement of tourists, cases of degradation and depletion of various tourist destination around the world has surfaced.
Sustainable tourism can offer solutions to tackle these problems by offering an alternate experience to the tourists. Sustainable tourism is not travelling to Australia in a glider or a cruise in a rowing boat. Simply put, sustainable tourism is a concept that aims to tap into more environment friendly tourism activities. Such as instead of flying all the way to a distant tourist destination, tourists can explore the untapped tourism attractions in nearby places. Also when in that destination, the tourists can alternate mode of travel, such as instead of getting a car to go a nearby attraction, using a bicycle can be a more environmental friendly alternative. Taking the services of the local guides or relishing the local cuisines at a local restaurant or instead of a hotel staying with the locals in their homes can contribute to the sustainability of tourism.
Sustainable tourism brings along several benefits namely, preservation of the environment, by promoting the protection of the ecosystem; fostering involvement and development of the local community by building economic opportunities; creating new job opportunities in the paradigm of sustainable tourism. Recently many countries have initiated to implement sustainable tourism models through which they are trying to not only increase the tourist inflow while controlling the impact on the environment but also boosting the local economy by uplifting their businesses.
In India, sustainable tourism models have been implemented which has shown promising results in the tourism sector. Various studies have been conducted which showcases the success of such tourism models. The study “Experiencing Craft and Culture” aligns closely with sustainable tourism models in India, emphasizing the need for a tourism approach that supports environmental, cultural, and economic sustainability while promoting social equity. Sustainable tourism in India aims to balance the preservation of cultural and natural resources with the economic development of local communities, a balance that the Craft Experiential Tourism Model (CETm) actively addresses.
Here’s how CETm connects with and advances sustainable tourism principles:
- Cultural Preservation and Heritage Protection: Sustainable tourism in India prioritizes preserving the country’s diverse cultural heritage, recognizing it as an essential part of community identity and tourism appeal. CETm focuses on the preservation of intangible cultural heritage, particularly the traditional skills, stories, and knowledge systems of artisans. By turning craft clusters into experiential hubs, CETm helps protect these traditions from being lost in the face of modernization and industrialization. It promotes craft heritage as a living tradition, passed down through generations, and offers tourists an opportunity to engage with these cultural practices firsthand, enhancing their appreciation of India’s cultural depth.
- Economic Sustainability through Community Empowerment: CETm aligns with sustainable tourism’s goals of boosting local economies without compromising resources or cultural integrity. By empowering craftspeople through training, market connections, and infrastructure development, CETm helps communities achieve economic sustainability. The model connects artisans directly with tourism markets, providing new revenue sources and increasing their economic resilience. This economic model counters exploitative mass production by keeping revenue within the community, helping artisans achieve fairer incomes and enabling reinvestment in local infrastructure, thus fostering an economy that supports community well-being.
- Environmental Sustainability: Craft tourism under CETm typically utilizes local, eco-friendly materials and promotes sustainable production techniques inherent to traditional crafts, which often have a low carbon footprint compared to industrial production. The model also suggests developing basic infrastructure, like craft museums and community centers, using local materials and minimal invasive construction, reducing environmental impact. In fostering a smaller-scale, community-oriented tourism model, CETm avoids the environmental strain associated with high-volume tourism, helping manage waste, water use, and habitat preservation within these communities.
- Community Involvement and Social Equity: Sustainable tourism in India stresses community participation, ensuring tourism benefits and involves locals rather than overwhelming or displacing them. CETm builds on this principle by involving craftspeople at every stage—from planning to implementation—thus fostering a strong sense of ownership. The model’s stages, such as community mapping, training programs, and dialogue initiation, ensure that the needs, aspirations, and cultural values of the community are respected. CETm encourages equitable distribution of tourism benefits among community members, focusing on long-term socio-cultural impacts and creating pathways for marginalized artisans to gain recognition and financial stability.
- Educational Value and Experiential Learning: Sustainable tourism promotes learning experiences that foster cultural appreciation and respect. CETm directly contributes to this goal by offering tourists an immersive experience, letting them learn about traditional crafts through hands-on participation. This experience allows tourists to see the value in authentic craftsmanship and the challenges artisans face, encouraging responsible and mindful tourism that enriches both tourists and hosts.
- Scalability and Adaptability: CETm’s design enables it to be replicated across various craft clusters in India, from small rural clusters to larger, established ones. Its scalable framework is suitable for diverse communities, helping integrate sustainable practices across different cultural and geographic settings. This adaptability is crucial in India’s varied cultural landscape, where a one-size-fits-all model may not apply.
By integrating these sustainable tourism principles, CETm aligns with India’s commitment to sustainable development goals, particularly those aimed at poverty reduction, inclusive economic growth, and the protection of cultural heritage. As such, the Craft Experiential Tourism Model not only promotes a sustainable tourism model but also serves as a potential template for other cultural tourism projects across India.
Similarly the Responsible Tourism (RT) initiative in Kumarakom, launched in 2008, is another example of a sustainable tourism model implemented in India that integrates economic, social, and environmental dimensions to benefit the local community and preserve natural resources. This model promotes community involvement, primarily through self-help groups like Kudumbasree, which have enabled villagers to generate income by supplying fresh, organic produce to hotels and offering tourism-related services. RT activities also involve the production of local goods like snacks, handicrafts, and eco-friendly bags, furthering economic self-sufficiency and job creation.
RT’s social responsibility component enhances tourism safety through a Community Tourism Safety Committee, promotes local art and cultural performances, and encourages community involvement in identifying new destinations and designing tour packages. Environmentally, RT focuses on waste management, eco-friendly tourism practices, and preserving biodiversity. Initiatives include plastic-free measures, eco-friendly waste disposal by Parisara sevikas, organic farming, and the protection of mangroves. Additionally, a Zero Waste Kumarakom program and bicycle tourism have been introduced to reduce environmental impact.
The Village Life Experience tour package exemplifies RT’s focus on authentic, community-based tourism, offering tourists hands-on experiences in rural life and local culture. Overall, Kumarakom’s RT model demonstrates how tourism can drive sustainable development by balancing economic growth with social equity and environmental stewardship, creating a comprehensive, community-centered approach that benefits locals and enhances visitor experiences.
In conclusion, sustainable tourism models like the Craft Experiential Tourism Model (CETm) and the Responsible Tourism (RT) initiative in Kumarakom illustrate how tourism can drive holistic development in India. Both models integrate cultural preservation, economic empowerment, community involvement, and environmental protection, benefiting local communities and enhancing the tourist experience. CETm focuses on preserving intangible heritage through craft-based tourism, while Kumarakom’s RT promotes economic self-sufficiency and ecological conservation. Together, these models demonstrate the potential of sustainable tourism to foster socio-economic growth and environmental stewardship, setting a framework that aligns with India’s sustainable development goals and can inspire similar initiatives across the country.
References:
Journal
- Jain, Rishav & Thakkar, Jay; 2019; Experiencing Craft and Culture: An Emerging Cultural Sustainable Tourism Model in India; https://www.researchgate.net/publication/332600019_Experiencing_Craft_and_Culture_An_Emerging_Cultural_Sustainable_Tourism_Model_in_India
Website
- Kerala Tourism; Kumarakom Paradise on Earth; keralatourism.org; https://www.keralatourism.org/kumarakom/kumarakom-responsible-tourism.php