The Kettuvallam, a traditional houseboat, has long been a symbol of tourism in Kerala, with many visitors coming to the Indian state primarily to explore the backwaters.
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But that’s certainly not the only reason to visit, with the destination offering up ayurvedic-led wellness, home stays with locals, and cultural festivals.
“Kerala is a destination for all. If your family came to Kerala and each came with different interests, we can offer something for all of them,” P.C. Vishnunadh, Minister for Tourism and Culture for the Government of Kerala, told Euronews Travel at World Travel Market in London.
“You might be coming to see the backwaters, but you can also experience the forest, the beach, our culture, our culinary offering, everything is here.”
The home of ayurveda
Kerala’s tourism board is encouraging visitors to experience its ayurveda offering in 2027 and beyond.
If you’re not familiar with ayurveda, the alternative medicine system goes far beyond just massages, with special diets, meditation and other therapies, and is something that has been practiced in India for thousands of years.
“If you are coming to an ayurvedic resort, the doctors will assess your physical situation and come up with a complete treatment plan,” Vishnunadh added.
“It’s wellness, but it’s not just massage, we can offer treatments based on thousands of years of knowledge.”
Wellness retreats have become hugely popular in recent years, and travellers are increasingly looking for new and interesting experiences in that realm.
Tourism that benefits locals
Another big trend in travel is looking at how tourism can benefit local communities.
Kerala is leaning into this by working together with locals who want to offer home stays, giving them subsidies and other forms of assistance such as training.
“Hotels and resorts are owned by big corporations, whereas home stays are operated by our local people,” Vishnunadh noted.
“Local village people who are offering one or two rooms within their house will benefit from steady employment, but they are also becoming part of our tourism network.”
While it’s not ready yet, the tourism board plans to launch a directory of these home stays to make it easier for tourists to book a room.
Introducing Onam to the world
Kerala Tourism is also looking to promote Onam, a traditional harvest festival, to foreign tourists for the first time.
Taking place over the course of 10 days, the dates of Onam are based on the Malayalam calendar. The festival begins during the month of Chingam, which typically falls between August and September. In 2027, it will begin on 12 September.
The festival is a riot of colours, and begins with the Athachamayam parade where elephants march alongside floats that depict scenes from historical and mythological tales.
You’ll also see dancers painted to look like tigers completing traditional dances, and the season is also associated with snake boat races that see hundreds of people compete on the Pampa River.
For foodies, you won’t want to miss the Onam sadya, or feast. Unsurprisingly for a harvest festival, the feast features plenty of seasonal vegetables.
Served on plantain leaves, there are traditionally nine courses featuring curries, soups, dal and traditional desserts.