UN goals may upset growth, say experts
KOCHI: The renewed emphasis on eco-tourism is bringing travellers back ater the pandemic, but the United Nations Sustainable Development Goals is a cause of worry for some.
Experts feel that it should not affect the overall economic development of any region which is limping back ater the virus-imposed slowdown.
Interacting with the delegates at the ongoing Kerala Travel Mart (KTM) here on Saturday, they said the initial trends in post-pandemic travel point to a need for an altered marketing strategy.
Catchwords and packages on travel should appeal more to the tech-savvy young generation whose behavioural patern is comparatively less emotional.
The tourism products themselves have to match the perception about destinations, experts suggested at a seminar on “God’s Own Country - Version 2.0” held as part of the KTM.
“Constant refrain on ecological conservation would sound empty rhetoric if they are not matched with green initiatives,” the state’s former chief secretary K Jayakumar said.
“We should go for a holistic up-gradation in the quality of experience we serve to visitors, and not go for islands of tourism excellence.”
Jayakumar was the director of Kerala Tourism for seven years from 1988 when the department initiated a massive transition under the “God’s Own Country” theme. He called for continued zest and innovation to reinforce Kerala as a premium brand in the global travel market.
“The pandemic has made sanitation of destinations and safety of visitors vital like never before,” he said.
He said the tourism industry must expect lower tolerance from the new generation, whose travel plans are guided by technologies based on artificial intelligence and algorithms.
“So phrases that caught public fancy two decades ago may not work now,” he said.
Former director Suman Billa, who is now the principal secretary for industries and nonresident Keralites’ affairs, suggested phased implementation of the UN’S SDGS.
“Lest they torpedo the manufacturing sector,” he said.
He also wanted the planners to never forget the domestic traveller as Indian tourists spend $23 billion a year on trips to foreign countries.
“Authorities can initiate ways to ensure that a chunk of this money is channelled towards developing tourism products within India, especially Kerala,” he said.