In addition, Kerala has intensified its digital marketing efforts, recognising the growing influence of online platforms on travel decisions. Social media campaigns and collaborations with travel influencers have been launched to highlight unique experiences that only Kerala can offer, such as Ayurveda treatments, yoga classes in natural settings and traditional houseboat stays in the backwaters. These initiatives aim to capture the attention of a younger, technologically connected audience.
Air connectivity has been another focus. Cochin International Airport and Trivandrum International Airport have expanded their services, establishing new direct routes from key Asian cities such as Singapore, Kuala Lumpur and Bangkok. This improved accessibility facilitates the arrival of tourists from neighbouring countries, reducing travel times and associated costs.
To enrich the tourist experience, Kerala has developed a series of events and festivals that highlight its cultural and natural heritage. Among the most prominent are the ‘Tour of Thekkady’, a cycling competition that attracts cycling enthusiasts from all over the world, and the ‘Chaliyar River Paddle’, a paddling event that promotes environmental awareness and offers participants the opportunity to explore the state's meandering rivers.
These events not only celebrate local culture, but also position Kerala as a centre for adventure tourism in the region.
However, the rapid growth of tourism has brought with it significant challenges. In 2024, Kerala was included in Fodor's Travel's ‘No List’, which highlights destinations affected by unsustainable tourism and uncontrolled development. Inclusion on this list underscores the need to implement responsible tourism practices that preserve sensitive ecosystems and local communities.
In response, the state government has adopted stricter conservation policies and promoted sustainable tourism initiatives such as eco-lodges and environmental volunteer programmes.
Collaboration with Asian countries has been central to Kerala's tourism revitalisation strategy. Bilateral agreements have been signed with nations such as Japan and South Korea to promote cultural and tourism exchange. These agreements include training programmes for tour operators, exchange of best practices in tourism management and joint promotion of cultural routes linking Kerala with destinations in these countries. In addition, road shows and presentations have been organised in Asian cities to attract tourists interested in authentic and enriching experiences.
Kerala's cuisine has also been a focal point in international promotion. Known for its distinctive use of spices and unique flavours, Keralite cuisine has captured the attention of culinary aficionados around the world. Renowned restaurants and chefs have been invited to international food festivals, presenting traditional dishes such as sadhya and appam to global audiences. This culinary outreach has sparked renewed interest in Kerala's culture and traditions, motivating more tourists to explore the state.
