‘Be a Malayali for a Day,’ Kerala's tourism minister tells people

Kerala has introduced an innovative experiential tourism initiative titled “Be a Malayali for a Day,” aimed at enhancing international visitors’ awareness of and interest in the state’s rich culture and traditions.

Tourism Minister PC Vishnunadh stated that the initiative is designed to provide tourists with an immersive introduction to the diverse cultural fabric of Kerala, shifting away from the traditional approach of merely showcasing the state’s beauty. “Visitors will be encouraged to actively engage with local people and culture instead of being mere spectators,” he explained, highlighting the transformative vision behind this initiative.

This initiative represents a move from the conventional slogan “Come to see Kerala” to a more engaging “Come to experience Kerala,” inspiring visitors to connect deeply with the everyday lives and traditions of the Malayali people.

Under this initiative, tourists will participate in culturally enriching activities such as creating an Athapookalam, a floral carpet integral to Kerala’s Onam festival, fostering a deeper cultural engagement. They will also learn to prepare authentic Onam meals, gaining insights into Kerala’s culinary heritage. Furthermore, tourists will explore various traditional art forms and receive hands-on instruction from skilled artists who have spent years honing their craft.

The minister outlined a strategic plan for each district in Kerala to develop its own unique cultural tourism brand.

This branding effort will bring local festivals, art forms, and cultural events into the global tourism calendar, increasing their visibility and attracting visitors year-round.

He said the state is committed to scientifically documenting and preserving Kerala’s centuries-old heritage art forms, ensuring their vibrant future through digital sharing that excites and reassures stakeholders. “This commitment ensures that these traditions are not only protected but also made accessible through modern digital platforms,” said Shri Vishnunadh, whose passionate Onam song, released last week, has gone viral.

“Our heritage is not intended to be preserved within the confines of museums; it should be actively shared and kept vibrant for future generations.”

The overarching goal is to engage younger audiences with Kerala’s rich arts and culture while simultaneously generating international interest through digital outreach.