Keralam Launches 'Be a Malayali for a Day' Experiential Tourism Campaign to Boost Local Engagement

Keralam has introduced a new experiential tourism initiative named 'Be a Malayali for a Day', according to Tourism Minister P C Vishnunadh. The campaign is designed to offer visitors an immersive experience into the state's culture, traditions, arts, crafts, and everyday way of life.

Speaking to PTI Videos, the minister explained that the campaign represents a strategic shift from the traditional invitation of 'come see Keralam' to a more participatory call to 'come experience Keralam'. He noted that while the state already enjoys global recognition in the tourism sector, these new measures are intended to transition the destination to its next stage of development.

The initiative highlights Keralam's rich diversity, natural landscapes, craft traditions, and cultural events. The government aims to draw global tourists' attention to these elements, reinforcing the message that the state is a destination to be experienced rather than merely observed.

As part of this broader strategy, the government is looking to promote the annual harvest festival Onam as a distinct tourism product. Onam provides visitors with diverse experiences, including traditional delicacies served during the Onasadya feast alongside a week-long series of state-organized celebrations.

These events include traditional performances, boat races, and folk dances such as Pulikali, Kummattikali, Karadikali, and valla sadya. The minister highlighted Onam as a major platform to showcase the region's cultural diversity to an international audience.

In addition to the experiential campaign, Vishnunadh stated that steps to grant official industry status to the tourism sector—a long-pending demand from industry stakeholders—are currently at the final stage. Furthermore, the Tourism Department has decided to officially incorporate local cultural events and festivals into its official tourism calendar.

The department's ongoing focus areas continue to encompass backwater tourism, cultural tourism, medical tourism, and authentic Ayurvedic tourism.

"The shift toward experiential tourism highlights the importance of evolving consumer preferences in the service sector. By transforming local culture, festivals like Onam, and daily traditions into structured tourism products, the state is creating deeper economic engagement for local stakeholders. Granting industry status to the tourism sector will likely improve institutional backing and operational efficiency, offering a stronger framework for business growth within the regional hospitality and travel economy." — Dr. Shishir Gupta, Founder & CEO, StartupLanes