Keralam Tourism has unveiled an innovative experiential tourism initiative titled "Be a Malayali for a Day," designed to offer visitors an intimate glimpse into the state's rich culture and daily life. Tourism Minister P C Vishnunadh announced the program on the eve of Thiruvonam, emphasizing a shift from merely observing Keralam to actively experiencing it.
Immersive Cultural Activities for Tourists
The new program encourages tourists to move beyond being spectators and actively engage with local communities and traditions. Participants will have the opportunity to:
- Create an Athapookalam, the traditional floral carpet, alongside local residents.
- Learn to prepare authentic Onam meals, gaining insight into Keralam's unique culinary heritage.
- Explore traditional art forms and receive hands-on training directly from experienced local artists.
This initiative aims to foster a deeper connection between visitors and Keralam's vibrant cultural tapestry.
District-Specific Cultural Branding and Preservation
In a broader strategy, the tourism department plans to develop a distinct cultural tourism brand for each district within Keralam. This effort seeks to elevate local festivals, art forms, and cultural events onto the global tourism calendar, enhancing their visibility and attracting visitors year-round.
Minister Vishnunadh also highlighted the government's commitment to scientifically documenting and preserving Keralam's heritage art forms. These traditions will not only be protected but also made accessible through modern digital platforms, ensuring their vibrancy for future generations and engaging younger audiences globally.
Onam Week Celebrations to Showcase Heritage
This year's Onam Week celebrations will heavily feature Keralam's cultural heritage. More than 340 art programs are scheduled across approximately 35 venues in Thiruvananthapuram, involving around 3,000 local artists and over 8,000 performers from across the state.
The prestigious Nishagandhi festival will be a focal point, showcasing diverse traditional art forms including Mudiyettu, Tholpavakoothu, Padayani, Arjuna dance, and Poothanum Thira. The festival will host about 160 artists from 10 different Indian states, from Jammu and Kashmir to Tamil Nadu.
Boosting Keralam's Tourism Growth
This initiative follows Keralam's record-breaking tourist arrivals in 2025, when the state welcomed 2,58,80,365 visitors from outside Keralam—an increase of nearly 2.9 million visitors compared to 2024. The "Be a Malayali for a Day" program seeks to build on this momentum by placing authentic cultural immersion and community participation at the core of the visitor experience.
Vishnunadh articulated that this week-long festival and the broader tourism strategy are not solely about increasing tourist numbers. They are also designed to improve the quality of life for artists and empower local businesses, transforming Keralam's cultural heritage into a driving force for sustainable economic growth.