Kerala launches Brand Wayanad and two village trails to win back tourists

Kerala has launched a fresh push to bring tourists back to Wayanad, the hill district in the Western Ghats. Tourism Minister P.C. Vishnunadh launched the "Brand Wayanad" initiative at Vythiri on Tuesday, October 6, 2026, as part of the state government's 100-day action programme, to present the district as a safe, sustainable and distinctive destination built on its natural, farming, cultural and tribal heritage. A day later, on October 7, the Kerala Responsible Tourism Mission Society opened two village trails, at Thirunelli and Chekadi, at an event in Kalpetta under its Life Experience Trails Kerala project. Speaking at the Brand Wayanad launch, the minister also said the government has taken steps to give the tourism sector industrial status.

Wayanad's economy leans heavily on visitors, and the district has needed a reason for travellers to return and to stay longer. Brand Wayanad tries to do that by selling the district as a whole, not as a list of viewpoints. The pitch rests on what makes the district different: forests and hills, coffee and paddy farms, and tribal communities whose ways of life are rarely seen by casual tourists. The word "safe" in the official description is deliberate, and signals that the state wants to rebuild confidence among families and tour operators.

The two trails show what that looks like on the ground. Instead of a sightseeing loop, visitors walk through villages, farms and homes with local guides, eat local food and see how coffee and rice are grown. Thirunelli, with its temple and a century-and-a-half-old traditional house on the route, adds a heritage layer. This is the responsible tourism model Kerala has promoted for years, where the money spent by visitors goes to farmers, homestay owners, cooks and guides in the village rather than only to large resorts. The minister said the goal is for tourism not to disrupt local lives and traditions.

Industrial status for tourism matters to anyone who runs a hotel, homestay or tour business in the state. Sectors given industry status can become eligible for benefits such as easier credit and incentives available to industries, which can lower costs for operators. The minister did not give a timeline, and the details of what the status will include have not yet been published.

Short-term: Travellers heading to Wayanad this season have two new guided village experiences to choose from, and tour operators have a new state-backed campaign to sell. Local guides, homestays and farmers along the trail routes stand to earn from visitor bookings.

Long-term: If Brand Wayanad succeeds, the district could draw more year-round visitors and spread tourism income into villages. Industrial status, once notified, could make it cheaper for tourism businesses across the state to borrow and invest.

Who is affected: Tourists and tour operators planning Kerala trips; homestay owners, farmers, guides and tribal communities in Wayanad; and tourism businesses across the state that would gain from industrial status.

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