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Women-friendly tourism is gaining significant momentum in Kerala, aligning with global trends and driven by government initiatives that aim to make the state a safe, clean and comfortable destination for women traveling solo or in groups, according to the Tourism Minister Shri P. A. Mohamed Riyas. The state's efforts have set a successful model by promoting women-friendly tourism in collaboration with UN Women. This was highlighted by Shri Riyas while inaugurating an all-women destination promotion campaign organized by the Kerala Responsible Tourism Mission Society (KRTM Society).
Shri Riyas noted that it has become increasingly common for women to travel independently or with friends, colleagues or family members, particularly after the COVID-19 pandemic. He emphasized that having women as hosts enhances comfort levels, and opens up numerous economic opportunities for women, especially at the local community level.
The participants in the promotion campaign, primarily students, play a crucial role in promoting Kerala tourism. Their involvement, through campus tourism clubs, signifies the active participation of youth in supporting and promoting tourism initiatives. The group, selected for their expertise in social media promotion, embarked on a tour from the Park View complex, visiting scenic locations like Amboori and Vellarada to spread the message of women-friendly tourism, and encourage more women to become stakeholders in this rapidly growing model.
Launched in October 2022, the Women-Friendly Tourism Initiative is a project of the Kerala Responsible Tourism. The initiative aims to transform tourism destinations across the state into places where women can travel safely and comfortably. Since its inception, the initiative has seen the participation of thousands of women, with several Responsible Tourism units offering tour packages exclusively for women. Notably, 70 percent of the 17,631 KRTM Society units are women-owned or led, all of which have joined the Women-Friendly Tourism initiative. This model not only promotes safe travel but also empowers women through economic opportunities and leadership roles.
To further support this initiative, workshops and training programmes in destination management, hospitality and souvenir-making have been organized, enabling women to benefit from the model. Kerala has also distinguished itself as the first state to conduct a gender audit in the tourism sector in collaboration with UN Women, underscoring its commitment to gender equality and empowerment in tourism. These comprehensive efforts highlight Kerala's dedication to creating an inclusive and supportive environment for women travellers, setting a benchmark for other regions to follow.
