It is an accepted fact that tourism as an industry consumes a disproportionate amounts of natural resources. This necessitates stricter framework and standards of sustainability for the industry. Such standards and frameworks are available across the world and it is for the policy makers of countries to make it mandatory and see to it that it is implemented strictly by the stakeholders. Unfortunately, that rigour is missing in India, feels CB Ramkumar, vice-chair, Global Sustainable Tourism Council (GSTC).When such internationally accepted standards are followed and implemented in every other sector of significance like food, healthcare, transport, across countries in a uniform manner, why are they ignored in the case of tourism? he questioned.“We have to raise our standards. There are frameworks available and there are third party certifications available,” he said, talking about both the GSTC framework as well as other third party certifications. “As GSTC, we continue to urge the governments and private sector to move towards these frameworks,” he said.Ramkumar said that these frameworks have proven benefits to businesses. They can reduce the cost of operations over a period of time and at the same time improve the visitor fulfilment in the product and services. Such businesses also reported to receive more referral business than others, he says.CEOs of businesses who have not been able to embed sustainability frameworks into their long-term strategic plans are a failure; similar is the case of CFOs who haven’t been able to include costs of sustainability into their balance sheets, Ramkumar observes.Sharing his personal mission, Ramkumar said that he wanted to devote time and energy to handhold MSME businesses in the tourism sector, which is more than 80 percent, on the path of sustainability. They are the backbone of the tourism industry, still neglected as they don’t have a big say in the discussions that are happening. It’s the 20 percent which set the agenda for the industry, he said.“If we give enough attention to the MSME, the quantum of benefit to the tourism economy and overall sustainability will be much bigger,” he added.While sustainable tourism is yet to gain momentum as a movement, there are a few green shoots visible. States like Gujarat and Uttar Pradesh have started implementing the GSTC framework and extending financial incentives to businesses which undergo certification, he said adding that even the largest OTA in the country, MakeMyTrip, had also started aligning themselves with the GSTC framework.
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