Village Tourism

-P.B. Nooh IAS
Director of Tourism

Promising An Experience Never Felt Before

With vast swathes of lush rural stretches enlivened by vibrant cultural activities, all of Kerala promises an unforgettable experience to visitors. Realising this immense potential, Kerala Government has evolved an integrated tourism development approach, focusing on sustainable promotion of villages across the state as never-miss locales for both the domestic and foreign visitors. Kerala is famed as God’s Own Country the world over, primarily because of its panoramic landscape. But what makes the state unique is the symbiotic connect between nature and culture. Tourism, across the world, has made a tectonic shift following the outbreak of Covid -19 pandemic. Now that humanity has pulled through one of the worst phases in history, tourism is back to normal. The huge disruption caused by the pandemic, however, has had its impact on the way people look at life, culture and leisure. On the upside, there is a firm awareness that every activity should be ecologically and culturally sustainable. Tourism figures especially crucial in this understanding.

That is why Kerala has made a conscious shift to promote tourism in a sustainable, inclusive and integrated manner. Village Tourism has a prominent role in this qualitative transformation. The state is fast emerging as a model for other parts of the country as well in this highly acclaimed model of tourism development. The cultural heart of India beats in its villages, where two-thirds of India’s population lives. An emblematic state in South India, Kerala offers a compelling canvas on which this rural charm is vividly painted in all diversity. Known for a profusion of greenery, serene backwaters, diverse flora and fauna and a rich and vibrant cultural heritage, Kerala is a prime location for exploring the village experience. Kerala has already made a deep impression through its Responsible Tourism initiatives. Showcasing the state’s eclectic culture, inclusive social traditions and tangible and intangible heritage with the active collaboration of the local community is the crux of this model. This is a holistic activity, where ecology and culture are preserved and, at the same time, economically empower the local community.

Villages figure prominently in this project. Over the years, quite a few places have been turned into tourism spots, without ever harming the nature or culture. Some of these initiatives have won the state international honours, including Maruvanthuruthu in Kottayam. Over the past decades, Kerala had largely pursued a tourism strategy that overly focused on a few prime destinations and products. The state has immensely benefited from this, and this continues to be the foundation of our tourism. But now, we are promoting all of Kerala as an all-weather experiential destination. Within a short span, village tourism in Kerala has emerged as a niche product, offering a tranquil retreat from the conventional bustling tourist destinations. Village tourism promises an authentic encounter with the traditional lifestyle, customs and heritage of the rural communities.

Unlike conventional tourism, village tourism is not just about visiting a location; it is about experiencing a way of life and about forming a connection that transcends the typical tourist-destination relationship. Opting the village experience, a visitor can live closest to the nature, know about the local customs and practices, relish traditional cuisine, participate in folk festivals, engage with the villagers and forge enduring relationship. Village tourism in Kerala is more than just a get-away from the city’s bustle, and occupational compulsions, at least for a few days. It is a conscious choice to participate in a sustainable, responsible, and enriching travel experience. Your day may start with a serene sunrise over the green-capped hills, you may soon set out for a long village walk, often through lush paddy fields and coconut groves, enjoy a cup of tea and a local snack from a village stall, refresh yourself with a freshly plucked tender coconut as the day wears on. The visitor may also come across a traditional home that has survived the onslaught of time, retaining its tiled-roof and intricate wood carvings, surrounded by a verdant courtyard. Blessed with an intricate network of rivers, backwaters, rivulets and canals, the visitor can have an angling break.

If lucky, one can hook a cat fish, and get it cooked by a nearby eatery for no or a small price. You may find yourself trying your hand at weaving coir ropes, an industry that sustained Kerala’s rural economy for long, or participating in a community cooking event, stirring a boiling and bubbling pot in which a dish that goes into the authentic ‘sadya’ (a traditional banquet) under the guidance of local women. Village tourism in Kerala allows the traveller to enjoy every bit of this cultural diversity. Visitors can engage with local artists who sustain centuries old classical and folk arts and artisans who bring life to wood, reed or metal. They can lend a hand to the village rower at the helm of the snake boat, the ChundanVallam. Traversing in a houseboat through Kerala’s stunning backwaters is a universally coveted leisure experience, which firmly positioned the state on the world tourism map decades back. There are still many other surprises awaiting the guest. Taken all together, experiencing Kerala village will engender an intimate bond between the visitor and the host community, fostering a dialogue of cultures, an exchange of stories, and a shared appreciation of nature’s bounty.

The ethos of Kerala village tourism is rooted in the ancient Indian ideal of ‘Atithi Devo Bhava,’ which means ‘the guest is equivalent to God.’ Tourists are not merely visitors; they are revered guests, welcomed into local households, sharing meals, stories, and partaking in the community’s daily activities. This unique approach transcends the typical sightseeing model, providing an authentic, immersive, and, above all, humane travel experience. More importantly, village tourism in Kerala contributes substantially to preserving the local culture, environment and livelihoods of rural communities. Through its Responsible Tourism initiative, it strengthens local economies by providing alternate sources of income, helps maintenance and promotion of traditional crafts, arts, and culture. Driven by its State Responsible Tourism Mission, this initiative brings about a socio-economic balance that aligns seamlessly with sustainable development goals, offering a tourism model that respects and preserves nature while supporting the community’s well-being.

The State RT Mission formulated some structured rural day packages that assures some interesting activities in villages across the state. These include Village Life Experiences in Kumarakom in Kottayam district, Bekal in Kasaragod, Thekkady in Idukki, Kovalam in Thiruvananthapuram, Mananthavady, Thekkum thara and others in Waya nad and Kunhimangalam in Kannur among others. Kerala is also a pioneer in India to launch womenfriendly tourism packages as part of turning the key sector, gender inclusive. Village tourism figures prominently in this scheme as well. Taking tourists to villages is also a prime component of the state’s caravan tourism initiative—Keravan Kerala. As the world grapples with the challenges thrown up by climate change, which can be mitigated to a great extent through environmental conservation, village tourism in Kerala presents a model that intertwines responsible travel, cultural exchange, community development and sustainable growth.