Kerala Tourism has launched the ‘Brand Wayanad’ initiative to promote the district as a distinctive, safe and sustainable tourism destination for travellers from India and abroad. The initiative was launched by Tourism, Cinema and Cultural Affairs Minister P. C. Vishnunadh in Kalpetta on October 6 as part of the state government’s 100-day action programme.

The initiative aims to bring together Wayanad’s natural beauty, wildlife, agricultural traditions, local cuisine, tribal heritage and handicrafts under a unified tourism identity. It also seeks to ensure that tourism benefits local communities, including farmers, artisans, tribal families and young entrepreneurs.

Brand Wayanad to Showcase Rural and Cultural Experiences

Wayanad is known for its green landscapes, spice plantations, coffee estates and rich cultural heritage. Through Brand Wayanad, Kerala Tourism plans to connect these attractions with immersive experiences that allow visitors to explore the district beyond conventional sightseeing. Wayanad coffee, spices, traditional rice varieties, honey and local cuisine will form an important part of the initiative. Travellers will also be encouraged to experience agricultural life, rural traditions, tribal heritage and community-led tourism activities.

According to Kerala Tourism Director M. Anjana, the idea behind Brand Wayanad is to establish a distinct identity for the destination and help the world recognise what makes the district special. The initiative will also include responsible tourism measures and homestay renovation programmes to strengthen Wayanad’s position as a sustainable tourism destination.

Also read: India’s First Honey Museum – A Hidden Gem in Wayanad, Kerala

Wayanad Robusta Coffee to Get Global Recognition

Coffee is set to play a major role in the district’s tourism promotion strategy. Kerala Tourism plans to position Geographical Indication (GI)-tagged Wayanad Robusta Coffee as a premium product in international markets through a farm-to-cup model. The approach will connect coffee production with tourism, offering visitors opportunities to understand the journey of coffee from plantations to their cups. Along with coffee, local spices and traditional food will help showcase Wayanad’s agricultural identity. Such experiences can give travellers another reason to explore the district’s plantations, villages and local food traditions.

New Life Experience Trails and Guided Travel Programmes

The launch of Brand Wayanad also saw the introduction of new Life Experience Trails by the Responsible Tourism Mission. A guided travel programme covering the Thirunelli circuit, a visit to Chekadi Farm and a coffee experience was also launched. These initiatives aim to offer visitors a closer look at the region’s natural surroundings, agricultural practices and local way of life. By linking tourism with community experiences, the state hopes to encourage more meaningful travel while creating livelihood opportunities for residents.

Also read: Kerala Tourism’s Bold New Trends Revealed at Network Kerala

En Ooru Heritage Village to Be Expanded

Tribal heritage is another key focus of Brand Wayanad. As part of efforts to preserve and showcase indigenous traditions, the En Ooru heritage village will be expanded. A Tribal University and Heritage Knowledge Zone will also be established at an estimated cost of Rs 50 crore, according to the announcement.

The initiative aims to create greater opportunities for visitors to learn about tribal traditions, knowledge systems, crafts and cultural practices while supporting their preservation. Other proposed activities include the Wayanad CSR Exchange, a land portal intended to facilitate corporate participation, and an e-waste-free drive to support environmental protection.

En Ooru Live Experience Zone to Offer Tribal Food and Crafts

As part of the curtain-raiser programme, the En Ooru Live Experience Zone will open to visitors from 10 am to 5 pm on both days of the event. Visitors will have an opportunity to experience traditional tribal lifestyles, attend a tribal food festival and explore heritage and handicraft exhibitions. Community-based activities will also be part of the programme.

The Brand Wayanad event included expert sessions on nature and wildlife diversity, culture and crafts. Saneesh C. S. of the M. S. Swaminathan Research Foundation spoke about the district’s biodiversity, while writer and Kerala Sahitya Akademi President Kalpetta Narayanan discussed its cultural heritage. T. Sivaraj of the Uravu Indigenous Science & Technology Study Centre addressed the subject of crafts.

Kerala Tourism Explores Joint Circuits with Coorg and Mysore

Speaking at the launch, Minister P. C. Vishnunadh said Kerala’s tourism policy was to collaborate with other destinations rather than compete with them. As part of this approach, the government is considering joint tourism circuits involving destinations with similar characteristics, including Coorg and Mysore, as well as international destinations such as Sri Lanka.

The minister also urged people not to generalise about safety across the entire district following the recent natural disaster. He stated that the disaster had affected two wards of Meppadi panchayat – Mundakkai and Chooralmala. The broader objective is to strengthen visitor confidence while promoting tourism across Wayanad’s diverse attractions.

Kerala Tourism Plans Greater Focus on Malabar

The state government is also working on wider measures to strengthen Kerala’s tourism sector. According to the minister, a draft policy to grant industry status to tourism has been submitted for Cabinet approval.

Homestay owners in Kerala will be divided into three clusters and provided with specialised training. Other priorities include increasing the average length of tourists’ stays, bringing Malabar tourism into the mainstream and improving the financial viability of Kerala Tourism Development Corporation (KTDC) establishments. The state also plans to showcase Kerala’s traditional art forms and tableaux at this year’s Mysore Dasara. From next year, Onam celebrations will be organised on a scale comparable to the grandeur of Mysore Dasara, the minister said.

What Brand Wayanad Means for Travellers

For travellers, Brand Wayanad signals a broader approach to discovering the district. Alongside its natural landscapes, the destination is looking to highlight plantation experiences, local food, tribal heritage, traditional crafts and community-led activities.

The emphasis on responsible tourism also aims to connect travel spending with local livelihoods and the preservation of cultural and natural heritage. With new experience trails, a stronger focus on Wayanad Robusta Coffee and plans to expand heritage tourism, the initiative seeks to present Wayanad as more than a nature getaway — a destination where travellers can also connect with the people, traditions and agricultural life that shape the region.