Kerala is encouraging international travellers to look beyond its famous backwaters in 2027, with a stronger focus on Ayurvedic wellness retreats, locally operated homestays and traditional cultural festivals. The Indian state, already known for its houseboats, beaches and tropical landscapes, wants visitors to explore more of its cultural and wellness experiences.
The traditional Kettuvallam houseboat has long been one of Kerala’s most recognisable tourism attractions. Many visitors travel to the state specifically to cruise through its network of backwaters, passing villages, coconut plantations and stretches of green countryside. However, Kerala’s tourism authorities believe there is more to the destination than its waterways and are working to introduce international visitors to other parts of its tourism offering.
Speaking to Euronews Travel at the World Travel Market in London, P.C. Vishnunadh, Minister for Tourism and Culture for the Government of Kerala, said the state could accommodate visitors with different interests, including families travelling together.
“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.
He pointed to the state’s forests, beaches, cultural attractions and food as experiences that visitors could combine with a backwater holiday.
One of the main experiences Kerala wants to promote is Ayurveda, an Indian traditional system of medicine and wellness that has been practised for thousands of years. The approach goes beyond the massages commonly associated with wellness holidays. Depending on the treatment programme, it can include dietary recommendations, meditation and other therapies intended to support physical and mental wellbeing.
Kerala’s tourism board is encouraging international visitors to consider Ayurvedic-led stays in 2027, particularly at resorts and wellness centres where treatments are planned around individual assessments.
According to Vishnunadh, visitors staying at Ayurvedic resorts can expect doctors to assess their physical condition before recommending a treatment programme.
“If you are coming to an ayurvedic resort, the doctors will assess your physical situation and come up with a complete treatment plan,” he explained.
He added that the state’s approach to wellness tourism draws on traditional knowledge rather than focusing exclusively on massage treatments.
For travellers considering this type of holiday, the distinction is important. An Ayurvedic retreat can involve a structured programme rather than a few hours of spa treatments during a conventional hotel stay. Visitors should therefore check what a resort actually offers, including the qualifications of its practitioners, the treatments included in its packages and whether medical consultations form part of the experience. Ayurveda should not be treated as a substitute for evidence-based medical care.
Kerala is also looking to expand the economic benefits of tourism beyond large hotels and established resorts by supporting locally operated homestays. These accommodation options allow visitors to stay in private homes and experience aspects of everyday life in local communities.
The state government is providing assistance to residents interested in opening their homes to tourists. This includes subsidies and training intended to help local hosts participate in the tourism industry.
Vishnunadh said the approach would allow residents with one or two available rooms to earn income directly from visitors.
“Hotels and resorts are owned by big corporations, whereas home stays are operated by our local people,” he said.
He added that the initiative could provide a source of employment for village residents while bringing them into Kerala’s wider tourism network.
Kerala Tourism is also planning to introduce a directory of participating homestays to make it easier for international visitors to find and book locally operated accommodation. The directory had not yet been launched at the time of the announcement.
Alongside wellness and community-based tourism, the state wants to give greater international visibility to Onam, one of Kerala’s most important traditional festivals.
Onam is a harvest celebration rooted in the Malayalam calendar and is observed over several days, with festivities generally taking place between August and September. In 2027, the festival is expected to begin on 12 September, according to the dates provided in the tourism announcement.
The celebrations offer visitors an opportunity to experience Kerala’s cultural traditions through parades, performances, boat races and food. One of the opening events is the Athachamayam parade, featuring decorated elephants and colourful floats depicting historical and mythological stories.
Traditional performances are another important part of the celebrations. Among them are tiger dances, in which performers paint their bodies to resemble tigers before taking part in energetic public performances.
Onam is also closely associated with Kerala’s famous snake boat races. These competitions bring together large teams of rowers in long traditional boats, with races taking place on the state’s waterways, including the Pampa River. The events are known for their coordinated rowing and the large crowds that gather to watch.
Food is equally central to the festival. The Onam sadya, a traditional vegetarian feast, is served on a plantain leaf and features a variety of dishes prepared with seasonal ingredients. The meal traditionally includes curries, soups, dal and desserts, offering visitors an introduction to Kerala’s culinary traditions.
For international travellers planning a visit in 2027, Onam could provide a reason to time a Kerala holiday around September rather than focusing only on the traditional peak attractions. Combining the festival with an Ayurvedic wellness stay or accommodation in a locally operated homestay would also allow visitors to experience different aspects of the state during the same trip.
Kerala’s tourism strategy is increasingly focused on presenting these experiences alongside its established backwater tourism, giving visitors more reasons to explore the state beyond its famous houseboats.
