Adding another feather to its cap, Kerala Tourism has just launched Responsible Tourism Mission, to be practiced across the state. According to this new project, all tourism destinations in Kerala will focus on being people-friendly, local community-friendly and environment-friendly. New tourist destinations will be added which will automatically help in the mission's expansion. As of now, the project is being carried out in Kumarakom, Thekkady, Vythiri, Ambalavayal, Kumbalangi, Bakel and Kovalam. The mission aims at ensuring rural development, employment opportunities, women empowerment, public participation in tourism and waste management.