Jose Dominic, founder and former CEO of CGH Earth, is a pioneer in sustainable tourism in India. His commitment to responsible travel has transformed Kerala’s tourism industry, setting a new standard for eco-friendly and community-focused hospitality.
The Birth of CGH Earth’s Philosophy
In the mid-1990s, Kerala’s tourism industry was still in its early stages. It was during this time that Jose Dominic introduced CGH Earth, a brand based on a philosophy of sustainability and respect for the local environment and communities. Unlike traditional tourism models, CGH Earth focused on providing an authentic experience that was in harmony with the place. Their goal was not just to provide a stay, but to connect travelers with the culture, food, and natural beauty of Kerala.
Integrating Sustainability with Luxury
Jose believes that true luxury is not about extravagant amenities like marble floors or chandeliers. Instead, it’s about offering an experience that benefits the local community and preserves the environment. This shift in thinking is what set CGH Earth apart from other hospitality brands. In Kerala, where tourism was relatively new, CGH Earth became a leader in promoting sustainable practices that both delighted tourists and supported local culture.
The Impact on Kerala’s Tourism Industry
CGH Earth played a significant role in the transformation of Kerala’s tourism. When the brand started, Kerala was not a major player in India’s tourism sector. However, by offering sustainable and culturally rich experiences, CGH Earth helped Kerala rise to prominence. Today, Kerala is one of the most popular and respected tourist destinations in India, known for its commitment to preserving nature and local traditions. The success of CGH Earth proved that sustainability and profitability can go hand in hand, encouraging other tourism businesses to adopt similar practices.
Fostering Community and Collaboration
Jose’s approach to business is centered around the idea of collaboration rather than competition. In his latest venture, he is restoring two old Jewish houses in Jew Town, Fort Kochi, to create tourist residences. He believes that when businesses collaborate and support each other, everyone benefits. His efforts have already inspired others in the area to start similar projects, further enhancing the local tourism scene. The result is a thriving community where local businesses work together to create a unique and sustainable experience for travelers.
Advice for New Entrepreneurs
For those entering the sustainable tourism sector, Jose’s advice is simple: always prioritize the environment and local communities. He stresses the importance of building a business with purpose, one that creates value not only for the business owner but for the community as well. Profitability will follow when a business is aligned with a clear, long-term vision that benefits both people and the planet.
The Future of Tourism
Looking ahead, Jose believes that the future of tourism lies in experiences that are both authentic and sustainable. The demand for high-carbon-footprint, luxury tourism will decrease, while destinations that focus on preserving culture, nature, and local communities will continue to grow in popularity. In the years to come, tourism will be defined by a shift towards responsible practices that help protect the environment and support local economies.
Jose Dominic’s legacy in the tourism industry is clear. By combining luxury with sustainability, he has shown that it’s possible to create a thriving business that also gives back to the planet and the people. His work continues to inspire a new generation of entrepreneurs who are committed to making travel a force for good.
