Tourism is today recognized as a social phenomenon which brings mankind closer to different social values, cultural heritage and customs. Successful tourism development imbibes the values of recognising the sustainability of natural resources and the socio-cultural ethos of the land.Kerala has inculcated several measures to be followed by tourists to sustain the pristine beauty of God's Own Country and to conserve and protect its natural bounty. The focus of promotion of tourism in Kerala is channelised with a vision that aims at sensitising and educating tourists/visitors on various measures that has to be followed to preserve God's gift to man - Nature. The importance of responsible tourism based on conservation-preservation is the key to Kerala's tourism policies and this is made evident in the guidelines set by Kerala Tourism for tour operators and the tourists who visit this land that has lured travellers through the centuries.
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