Kerala, often celebrated as "God's Own Country," stands at a crucial juncture in redefining its tourism strategy. While recent reports suggest a rebound in tourism post-pandemic, a deeper look reveals a concerning trend: foreign tourist arrivals have not returned to pre-pandemic levels. In 2019, Kerala welcomed 1.2 million foreign tourists, but this number drastically fell during the pandemic, recovering to only 649,000 in 2023. More tellingly, revenue from foreign visitors dropped from a significant ₹10,271 crore in 2019 to just ₹2,792 crore in 2022. Although domestic tourism numbers have doubled, the financial gains from this sector remain lower. According to 2022 data, a single foreign tourist generates over six times the revenue of a domestic traveler.

The 2023 Economic Survey highlights that Kerala's overall tourism revenue is still below the levels seen in 2018 and 2019, signalling the need for a strategic pivot. This shift should focus on high-value, culturally rich tourism that aligns with sustainability and inclusiveness.

The Pitfalls of Over-Reliance on Domestic Tourism

Current tourism strategies in Kerala heavily rely on attracting large volumes of domestic tourists. While this approach has temporarily buoyed the sector, it brings several challenges, including overcrowding, pollution, over-construction, and waste management issues. These challenges are particularly daunting for a densely populated state like Kerala, which is also increasingly vulnerable to natural calamities. Such pressures not only strain local infrastructure but also risk diminishing Kerala’s natural and cultural allure for discerning, high-value travelers.

Globally, there is a growing preference for travel experiences over traditional tourism. According to a September 2024 McKinsey report, the global market for travel experiences could exceed $3 trillion by 2025. The report highlights that 52% of young travelers prioritize spending on experiences rather than flights or accommodations. This trend presents Kerala with a significant opportunity to pivot towards attracting high-value tourists by leveraging its rich cultural heritage.

Unleashing Kerala's Cultural Potential

Kerala is a treasure trove of cultural assets—from the grandeur of folk arts like Theyyam and classical performances like Kathakali, to the intricate craftsmanship of local artisans, vibrant festivals, and diverse culinary traditions. Each micro-region and community in the state boasts its own unique cultural expressions, with hundreds of varieties of folk arts. However, this richness remains largely untapped. Aside from initiatives like the Responsible Tourism Mission, which has garnered praise but struggles with on-the-ground impact, there is no cohesive vision for marketing Kerala’s culture and heritage.

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Heritage tours are offered by numerous guides and travel companies, but many lack the depth needed to create compelling and credible cultural experiences. Take, for example, Calicut, historically one of the most important hubs of international trade and a key site in the colonization of South Asia. Despite the area's rich historical and cultural legacy—reflected in its architecture, cuisine, art forms, and the local community’s way of life—there are few avenues for visitors to experience this heritage meaningfully.

Consider the case of the Koyilandi Hookah craft in Calicut, which boasts at least 300-year heritage, traditionally catering to Middle Eastern markets. A simple intervention by our team, such as setting up social media marketing and a dedicated website, helped the last remaining artisan sell dozens of these handcrafted items domestically, instilling confidence in the craft's sustainability. Yet, official support for such initiatives remains negligible. Similarly, the Nettoor Petti (a traditional wooden chest) from Trivandrum, which offers multiple days of work for craftsmen, receives little promotion. Instead, the state continues to market generic souvenirs like Kathakali masks and boat models, missing the opportunity to showcase a wide range of Kerala's unique craftsmanship from different regions.

At the policy level, Kerala often fails to recognize its culture as a significant tourism asset. Even when culture is marketed, it is done in a conventional way with minimal value addition and poor storytelling, making it less appealing to high-value tourists.

Developing this sector could have transformative impacts, especially for marginalized communities who keep folk and ritual art forms alive. For instance, traditional Theyyam artists, craftsmen, and tribal communities could significantly benefit from a well-conceived cultural tourism strategy.

Malabar: A Hidden Gem Waiting to Shine

The Malabar region, with its rich cultural and historical assets, remains overshadowed by the focus on low-value domestic tourism. The current strategy emphasizes events and programs that often lack a coherent vision and seem to be targeted at domestic constituencies. While attracting domestic tourists has its benefits, long-term sustainability requires moving beyond short-term, vote-driven projects to strategies that emphasize socio-economic development and cultural preservation.

Encouragingly, there are sparks of innovation driven by private individuals and entrepreneurs. Initiatives like Moksha Stories, Polika, Tyndis Heritage, City Heritage Foundation, and the Kochi Heritage Project are pioneering experiential tourism. For example, during a recent visit to a village near Nileshwar in Kasargode, I witnessed grassroots efforts to share rich cultural heritage with visitors, all without any official support. This independent, community-driven model of tourism is inspiring and indicative of the untapped potential in the region.

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The Way Forward: Embracing a Visionary Cultural Tourism Strategy

Kerala stands at a crossroads in defining its tourism future. By adopting a visionary approach that focuses on cultural tourism, the state can not only preserve its unique traditions but also create significant socio-economic benefits and generate large-scale employment for marginalized communities. The cultural creative economy is a goldmine waiting to be tapped, with the potential to attract high-value tourists eager for authentic, meaningful experiences.

It's time for Kerala to move beyond short-sighted strategies focused on quantity over quality. By investing in and promoting its cultural assets with a cohesive and respectful vision, Kerala can enhance its global appeal and secure a sustainable future for its tourism sector. The focus should be on creating enriching experiences that celebrate the state's diverse cultural heritage, paving the way for a tourism model that is both inclusive and sustainable. The need of the hour is a strategic shift towards experience-based, culturally immersive tourism—a shift that recognizes and amplifies the true value of what Kerala has to offer.

(The author is co-founder of the Archival and Research Project (ARPO), a non-profit organisation that aims to preserve and promote cultural heritage conservation.).