Keralam has launched a new experiential tourism campaign called Be a Malayali for a Day, inviting tourists to experience the state’s culture, traditions and way of life instead of simply visiting its popular destinations.
Tourism Minister P.C. Vishnunadh said the campaign is part of the government’s efforts to promote experiential tourism and attract more visitors by showcasing Keralam’s rich cultural and natural diversity.
The campaign changes the traditional tourism message of come see Keralam to a more immersive invitation to come experience Keralam.
Experience Keralam Like a Local
The initiative aims to give tourists a closer experience of Kerala’s traditional lifestyle, art, crafts, festivals, food and cultural practices.
Vishnunadh said Keralam is already well known globally as a tourism destination, but the government wants to take the sector to the next level by offering visitors more meaningful experiences.
The state’s natural beauty, traditional art forms, handicrafts, cultural diversity and festivals will be key parts of the campaign.
Onam as a Major Tourism Attraction
The Tourism Department plans to promote Onam as an important tourism product.
The annual harvest festival offers visitors a wide range of cultural experiences, including the traditional Onasadya feast, performances and celebrations.
The state organises week-long Onam events featuring traditional performances and activities such as boat races, Pulikali, Kummattikali, Karadikali and Valla Sadya.
The minister said Onam provides an opportunity to showcase Keralam’s cultural diversity to visitors from around the world.
Tourism Sector to Get More Focus
Vishnunadh also said the government’s plan to grant industry status to the tourism sector, a long-standing demand from tourism stakeholders, is in its final stage.
The Tourism Department has also decided to add Keralam’s major cultural events and festivals to its official tourism calendar.
Other key areas being promoted include backwater tourism, cultural tourism, medical tourism and authentic Ayurveda tourism.
Through the Be a Malayali for a Day campaign, Keralam aims to strengthen experiential tourism and encourage travellers to experience the state’s culture, traditions, festivals, food and everyday life more closely.
