Kerala needs to work out tourism products in conjunction with private stake-holders and local communities to meet the challenges ahead, says Fiona Jeffrey, chairman of the World Travel Market (WTM), a four-day international event held annually in London for those in the travel business. Ms. Jeffrey, who is here to attend the ongoing Second International Conference on Responsible Tourism in Destinations, told The Hindu that the State should ensure that God's Own Country was not a victim of negative aspects of tourism. "Look at what happened in other destinations like the coast of Spain twenty five years ago. All those associated with tourism should open their eyes and learn from both the good and the bad. Economic benefits to the local communities and positive infrastructure development is what the State should look forward to from the tourism sector,' said Ms. Jeffrey a strong advocate of Responsible Tourism at the WTM for the last 14 years. The WTM chairman cautioned Tourism authorities in the State to ensure proper management of unique tourism products such as houseboats, beaches and backwaters. Kerala had been an unknown destination in several countries till a few years ago. Aggressive marketing and creation of unique tourism products by the government and the private stake-holders had made it a key destination globally. In the last five years, Kerala had overtaken Goa to become the most sought-after tourist destination in the U.K. She said the second WTM World Responsible Tourism Day will be observed on November 12 this year in connection with the WTM, which is being held from November 10 to 14. "This year, the focus will be on giving guidance to make tour operators, airline officials, hoteliers and others associated with the industry more responsible,' she said. The WTM already had a website and a publication,