The ‘Responsible Tourism Mission' sector under the Kerala tourism department has been attracting a large number of tourists to the countryside of the state. In the 2023-24 financial year, 617851 domestic and 18260 foreign tourists arrived. The number of tourist arrivals increased by five lakh when compared to the previous financial year. 15411 tourists opted for women-friendly tourism packages. 

Kerala has readied 140 packages across various places to attract tourists. The total number of enterprises under the ‘responsible tourism’ mission stands at 25,188. Kozhikode is leading with more than 4000 enterprises. 

The 'Responsible Tourism Mission' is envisaged as a 'triple-bottom-line' mission, which comprises economic, social, and environmental responsibilities. 

Making tourism a tool for the development of village and local communities, eradicating poverty, and giving emphasis to women's empowerment are the main aims of the Responsible Tourism Mission. 

The mission aspires to provide an additional income and a better livelihood to farmers, traditional artisans, and marginalised people along with creating a social and environmental equilibrium.