Kerala launches ‘Be a Malayali for a Day’ experiential tourism initiative

Kerala Tourism Minister P C Vishnunadh unveiled ‘Be a Malayali for a Day’, an experiential tourism initiative encouraging visitors to participate in local traditions, cuisine and art forms. The programme aims to promote cultural heritage, empower communities and drive sustainable tourism

Thiruvananthapuram: Keralam Minister P C Vishnunadh on Tuesday unveiled an innovative experiential tourism initiative titled ‘Be a Malayali for a Day’. In a message on the eve of Thiruvonam, he said the initiative was designed to offer tourists an immersive introduction to Keralam’s rich and unique culture, moving away from the traditional approach of simply inviting visitors to witness the state’s beauty.

“Visitors will be encouraged to actively engage with local people and culture instead of being mere spectators,” the state tourism minister said, highlighting the transformative vision behind the initiative.

---

The initiative marks a shift from the conventional slogan ‘Come to see Keralam’ to the more engaging ‘Come to experience Keralam’, allowing visitors to experience the everyday lives and traditions of the Malayali people.

Under the initiative, tourists will participate in a variety of culturally enriching activities, he said in a statement. Participants will have the opportunity to create an Athapookalam, the floral carpet traditionally laid out during festivals, alongside local communities.

They will learn to prepare authentic Onam meals, gaining insights into Keralam’s culinary heritage, the statement said. Tourists will be able to 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 Keralam to develop its own unique cultural tourism brand. The branding initiative will bring local festivals, art forms and cultural events onto the global tourism calendar, increasing their visibility and attracting visitors throughout the year.

The government is committed to scientifically documenting and preserving Keralam’s centuries-old heritage art forms, the minister said.

“This commitment ensures that these traditions are not only protected but also made accessible through modern digital platforms,” said Vishnunadh, whose Onam song, released last week, has gained popularity.

“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 Keralam’s rich arts and culture while generating international interest through digital outreach,” he said.

The minister outlined this year’s Onam Week celebrations, which he said would go beyond the typical array of events. Instead, the celebrations will evolve into a grand cultural gathering showcasing Keralam’s artistic heritage on a global scale.

During the festivities, more than 340 art programmes will be held at around 35 venues in Thiruvananthapuram, featuring about 3,000 local artists and over 8,000 performers from across the state.

The Nishagandhi festival will feature traditional art forms such as ‘Mudiyettu’, ‘Tholpavakoothu’, ‘Padayani’, Arjuna dance and ‘Poothanum Thira’, with 160 artists from 10 states, from Jammu and Kashmir to Tamil Nadu, taking part in the event.

The minister reiterated that the government’s tourism vision focuses on improving artists’ quality of life and empowering local businesses. The initiative prioritises cultural enrichment and community involvement over simply increasing tourist footfall. He said the week-long festival was part of a broader strategy to transform Keralam’s cultural heritage into a dynamic force for sustainable economic growth.