It’s time Kerala Tourism focused beyond brand concept: experts at 'Vision 2031’ seminar

At the recent ‘Vision 2031’ seminar organized by Kerala Tourism in Kuttikkanam, experts emphasized the need for the state’s tourism strategy to evolve beyond its iconic brand identity, ‘God’s Own Country’. Here's a summary of the key insights and recommendations:

Rethinking the Brand
- Kerala Tourism Director Sikha Surendran highlighted the importance of embracing niche segments like:
- Destination weddings
- MICE tourism (Meetings, Incentives, Conferences, Exhibitions)
- Tech-driven experiences using AI and data analytics

- She also stressed the need for cleanliness, sustainability, and local branding, even suggesting branding villages outside Kerala.

Innovative Ideas
- Haldi ceremonies could be enhanced by offering venues where turmeric is freshly plucked and prepared onsite.
- Ayurveda tourism should target high-end consumers with curated wellness experiences.
- Local immersion: Facilities that allow tourists to “live like a local” were proposed to deepen cultural engagement.

Responsible & Inclusive Tourism
- Kerala RT Mission CEO Rupeshkumar K shared that 70% of RT units are led by women, showcasing grassroots empowerment.

- UN Women’s Dr. Peeja Rajan advocated for:
- Gender-inclusive zones
- Women-led initiatives
- Promotional branding featuring women’s success stories

Experiential & Regenerative Tourism
- Experts from IITTM, IIM Sirmaur, and MG University discussed how Kerala can transform destinations into positive outcomes through community trust and collaboration.
- Adventure tourism, heritage, and spiritual tourism were also identified as future growth areas.

Design & Infrastructure
- Sessions on urban design and tourism education explored how thoughtful planning and skilling can shape Kerala’s tourism future.

This seminar marks a pivotal moment in Kerala’s tourism narrative—shifting from a static brand to a dynamic, inclusive, and tech-savvy experience.