Tourism Boost Strategies
Kerala's tourism sector is strategizing to attract more visitors, aiming to exceed the 2.22 crore tourists recorded in 2024 and recover pre-COVID-19 international
tourist levels. Their approach focuses on several key areas, including cultural festivals, destination weddings, luxury travel, and adventure tourism. The state is preparing for the upcoming festival season by introducing a variety of experiential tourism products. These strategies were highlighted in Mumbai, showcasing the state's dedication to providing diverse and engaging experiences. Kerala's tourism department is also actively promoting the state as a top choice for destination weddings and MICE (Meetings, Incentives, Conferences, and Exhibitions) events, as seen at the recent ‘Wedding and MICE Conclave’ in Kochi.
Focus: Weddings & Events
Kerala is emerging as a preferred location for destination weddings and MICE events, according to the Kerala tourism department. The state is ready to accommodate various events, as demonstrated during the ‘Wedding and MICE Conclave’ held in Kochi. This push aims to capitalize on the growing demand for unique event venues and increase tourism revenue. The initiative underscores Kerala's capacity to provide unique and memorable experiences for event planners, couples, and corporate clients. The state’s infrastructure and services are being enhanced to cater to diverse event requirements, attracting a broader audience, including those seeking a blend of tradition and modernity.
Showcasing New Attractions
Alongside its core assets, Kerala is introducing new attractions to heighten the visitor experience. The state plans to amplify the overall experience of visitors by enhancing its existing offerings like beaches, hill stations, houseboats, and backwaters, as well as launching new projects. Kerala Tourism will offer various experiences for travel enthusiasts. These experiences include houseboats, caravan stays, plantation visits, jungle resorts, homestays, Ayurveda-based wellness solutions, adventure activities, and countryside walks, including trekking opportunities. This array of options is aimed at providing a variety of memorable experiences, catering to different interests and preferences.
Yaanam 2025 Festival
Kerala Tourism is hosting the inaugural travel literary festival, ‘Yaanam 2025: Tales, Trails & Journeys’, scheduled from October 17 to 19 at the Ranga Kala Kendram in Varkala. The three-day event will bring together travellers, writers, artists, and adventurers to share their stories and experiences through panels, trails, and performances. The festival aims to highlight Varkala as a destination for unique experiences while fostering cultural exchange, narrative tourism, and sustainable travel practices. This festival is designed to promote Varkala as an experiential tourism destination. The event is an effort to attract a new kind of tourist by combining storytelling, cultural engagement, and sustainable travel options.
PK Sooraj's Insights
According to PK Sooraj, an information officer with Kerala Tourism, the state stands out due to its spectacular landscapes, world-class facilities, and a harmonious mix of tradition and modernity. These elements draw event planners, couples, and corporate clients who are looking for distinctive and memorable experiences. The state's blend of natural beauty, modern amenities, and rich cultural heritage continues to make it a desirable destination for a diverse range of tourists. The focus on providing memorable experiences extends to the overall ambiance and services offered, ensuring that visitors have a positive and lasting impression.
Kochi-Muziris Biennale
The Kochi-Muziris Biennale, considered India’s most significant contemporary art event, is planned from December 12 to March 31, 2026. The initiative reflects Kerala's commitment to promoting art and culture as part of its tourism offerings. It seeks to attract tourists who have an interest in contemporary art and artistic expressions. The event is expected to draw art enthusiasts from around the country and beyond. This event is an opportunity to showcase Kerala's cultural vibrancy. The biennale's inclusion in tourism efforts underscores the state's strategy to broaden its appeal.
Champions Boat League
The Champions Boat League commenced on September 19 in Kainakary, Alappuzha, and will continue until December 6. This event is designed to generate more tourist interest. It features exciting boat races. The league is one of the key attractions the state is promoting. These sports events aim to provide entertainment and attract visitors. Events like these play a crucial role in driving tourism during the specified periods.
Outreach Programme Details
Kerala Tourism is implementing outreach programs across India to attract more tourists. One such program was recently held in Mumbai. These initiatives are designed to increase visibility and attract visitors. These programs focus on spotlighting various travel products and experiences, including newer destinations, in addition to well-known attractions such as backwaters, beaches, and hill stations. The aim is to highlight Kerala as a safe, welcoming, and appealing destination. The outreach is intended to improve the state's reputation.
Experiential Events & Festivals
The new tourism strategy includes emphasizing experiential events and festivals. This includes a variety of cultural and recreational offerings. These are expected to enhance the overall appeal of Kerala as a tourism destination. This approach is designed to cater to the various interests of different tourists. The festivals are planned to highlight Kerala's cultural richness. The diverse event lineup should attract a broad range of visitors.
