For decades, the kettuvallam houseboat has been the emblem of Kerala tourism, drawing travellers to the state's serene backwaters. But the Indian state's tourism minister, P.C. Vishnunadh, wants the world to know that there is far more to Kerala than a slow cruise through palm-fringed canals.
Speaking at World Travel Market in London, Vishnunadh outlined a vision for 2027 and beyond, positioning Kerala as a destination for wellness, culture, and community-led travel. “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,” he said. “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.”
Ayurveda: more than a massage
At the heart of Kerala's new push is ayurveda, the ancient Indian system of medicine that has been practised for thousands of years. While many Europeans associate ayurveda with oil massages, the practice is far more comprehensive, encompassing diet, meditation, herbal treatments, and lifestyle guidance.
“If you are coming to an ayurvedic resort, the doctors will assess your physical situation and come up with a complete treatment plan,” Vishnunadh explained. “It's wellness, but it's not just massage, we can offer treatments based on thousands of years of knowledge.”
This holistic approach is gaining traction among European travellers, who are increasingly seeking out wellness experiences that go beyond the standard spa break. Kerala's tourism board is betting that its authentic, doctor-led ayurvedic programmes will stand out in a crowded market.
Tourism that benefits locals
Another major trend in global travel is the desire to ensure that tourism spending reaches local communities. Kerala is responding by promoting home stays, where visitors stay with families in villages and small towns. The state government offers subsidies, training, and other support to locals who want to open their homes to travellers.
“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.”
To make it easier for tourists to find these authentic experiences, the tourism board plans to launch a directory of approved home stays. While the project is still in development, it signals a shift towards more sustainable and equitable tourism models.
Onam: a festival for the world
Kerala is also preparing to introduce Onam, its traditional harvest festival, to international audiences for the first time. The 10-day celebration, which follows the Malayalam calendar, typically falls in August or September. In 2027, it begins on 12 September.
Onam is a riot of colour and tradition. The festivities open with the Athachamayam parade, where elephants march alongside floats depicting scenes from mythology and history. Dancers painted as tigers perform traditional routines, and the season is famous for its snake boat races on the Pampa River, where hundreds of rowers compete in long, ornate vessels.
For food lovers, the Onam sadya is a highlight. This vegetarian feast, served on plantain leaves, traditionally includes nine courses of curries, soups, dal, and desserts, all made from seasonal vegetables. It is a celebration of the harvest that offers a deep dive into Kerala's culinary heritage.
With its blend of wellness, culture, and community, Kerala is positioning itself as a destination that offers more than a postcard-perfect holiday. For European travellers seeking meaningful experiences, the state's ayurvedic-led wellness stays and cultural festivals could be the draw in 2027 and beyond.
