Kerala Tourism Minister P C Vishnunadh has unveiled an innovative experiential tourism initiative, ‘Be a Malayali for a Day,’ aimed at offering visitors an immersive experience of Kerala’s distinctive culture, traditions and way of life. Unveiling the initiative on the eve of Thiruonam, the minister said the programme marks a shift from the conventional approach of inviting tourists merely to see Kerala to encouraging them to experience it from within. Visitors will be encouraged to interact with local communities and participate in cultural traditions rather than remain passive spectators.
Under the initiative, tourists will have opportunities to create Athapookalam, the traditional floral carpet associated with Onam, alongside local communities. They will also learn to prepare authentic Onam dishes and gain insights into Kerala’s rich culinary heritage. Visitors can further explore the state’s traditional art forms through hands-on sessions with skilled artists who have dedicated years to preserving these practices. As part of the broader strategy, each district in Kerala will be encouraged to develop its own distinctive cultural tourism brand. Local festivals, traditional art forms and cultural events will be positioned on the global tourism calendar, enhancing their visibility and helping attract visitors throughout the year.
The government is also focusing on the scientific documentation and preservation of Kerala’s centuries-old heritage art forms. The initiative seeks to make these traditions accessible through contemporary digital platforms while ensuring that they remain vibrant and relevant for future generations.
“Our heritage is not intended to be preserved within the confines of museums; it should be actively shared and kept vibrant for future generations,” said Vishnunadh. The strategy also aims to engage younger audiences with Kerala’s arts and culture while creating greater international interest through digital outreach.
The minister also outlined this year’s Onam Week celebrations, which will go beyond a conventional line-up of cultural events to emerge as a large-scale celebration of Kerala’s artistic heritage. More than 340 art programmes will be held across approximately 35 venues in Thiruvananthapuram, bringing together around 3,000 local artists and more than 8,000 performers from across Kerala.
The Nishagandhi Festival will spotlight traditional art forms, including Mudiyettu, Tholpavakoothu, Padayani, Arjuna dance, and Poothanum Thira. The festival will feature 160 artists from 10 states, spanning Jammu and Kashmir to Tamil Nadu, and will culminate in a grand closing procession. The minister emphasised that Kerala’s tourism vision is centred not simply on increasing tourist footfalls but on cultural enrichment, community participation, improving the quality of life of artists and empowering local businesses.
The week-long celebration forms part of Kerala Tourism’s larger strategy to transform the state’s rich cultural heritage into a dynamic and sustainable driver of economic growth, while ensuring that its traditions remain accessible, relevant and alive for generations to come.