Travel & Tourism's ability to create employment, careers, spread skills, wealth and innovation while stimulating socio-economic and community development is unparalleled by any other economic sector.

The World Travel & Tourism Council is the Global Business Leaders' Forum for Travel and Tourism. Its Members are Chief Executives from all sectors of the Travel & Tourism industry. The activities of the Council are purely non-commercial and directed towards assisting Travel & Tourism to flourish globally in a sustainable manner, which will benefit all stakeholders.

The World Travel & Tourism Council forecasts that if by the year 2010, Indian Travel & Tourism were to generate the same level of employment as the world average, then a further 25 million new jobs would be created in India over the next decade.

In February 2000, the Council launched its India Initiative, which established a unified industry voice for Indian Travel & Tourism to define a fundamentally new approach to drive tourism development, enabling the country to seize this opportunity.

The World Travel & Tourism Council India Initiative (WTTCII) is a non-profit foundation, which promotes recognition of Travel & Tourism's importance in the national economy and demonstrates to the national and state governments the value to be gained by addressing broad policy areas across all key ministries.

This declaration establishes a partnership between the WTTCII and the State Government of Kerala, bringing together the innovation and responsiveness of the private industry with the responsibility of the public sector to facilitate sustainable development of Travel & Tourism in Kerala.

THE PROPOSAL FOR ACTION

The WTTCII and the State Government of Kerala have agreed to the proposed actions set out in this agreement, to develop a coherent and cohesive set of strategic policies for the region.

It is not the intention of this proposal to duplicate the valuable work already carried out by other associations. The WTTCII will co-ordinate with major regional and local trade associations to assist them in their work, strengthen the Council's efforts and avoid duplication.

Recognizing the potential of Travel & Tourism to stimulate socio-economic growth, spread wealth and create jobs in Kerala, the signatories of this declaration jointly commit to the following actions:

Champion the interests of one of India's strongest economic growth sectors and employment generators - The WTTCII will work together with the Tourism Ministry of Kerala to develop a Tourism Satellite Account to measure and communicate the full impact of Travel & Tourism in the state of Kerala.

The Members of the WTTCII will provide support to the State of Kerala to devise a marketing brand for the state, promoting it as a high quality destination, focusing on the quality of the tourism product, its natural and cultural heritage.

Develop a supportive infrastructure to sustain a modern Indian economy including Travel & Tourism - Increased political attention and resources will be committed to facilitate the development of sustainable infrastructure to meet the projected growth in demand, including transport systems, water and power supplies, sewerage and drainage systems, without compromising the needs of the host community.

Remove Barriers, stimulate Travel & Tourism growth and assist liberalization - The State of Kerala will work in partnership with the Members of the WTTCII to develop progressive land policy, excise duties, licenses and taxation, which will help to stimulate sustainable growth and development of Travel & Tourism activity in Kerala. The application of the principles of "Intelligent Taxation" will help to ensure taxation is equitable, efficient, simple, fair revenue generating and a stimulant of growth.

Promote a responsible industry that is the employer of choice and welcomed by host communities - Human resource development holds the key to employment generation in the tourism sector. Kerala aims to establish a world standard hospitality, catering and culinary institution to develop its manpower.

Engender an economically, culturally and environmentally sustainable industry - Kerala is home of a fragile and sensitive eco-system and is keen to have environmental impact studies to ensure sustainable tourism. The WTTCII will facilitate the State Government's efforts to develop environmental studies, such as carrying capacity guidelines.

Make the most of emerging technologies and communications - The partners of this programme will encourage distribution through the Internet, e-commerce and other emergent technologies

Amitabh Kant
Secretary for Tourism, Kerala

Jean-Claude Baumgarten
President, World Travel & Tourism Council