Domestic arrivals to Kerala rose 10.98% in Q1 2026; tourism board places sharp focus on Wayanad
Kerala Tourism organised Network Kerala, premier B2B and networking event, at The Lalit New Delhi on October 13, 2026.
Kerala recorded 2,50,58,366 domestic and 8,21,999 international arrivals in 2025. Total tourism revenue stood at INR 50,702.34 crores of which INR 43,320.32 crore came directly from domestic tourists and INR 7,382 crore from foreign exchange earnings. Tourism sector accounts for 12% of state’s GDP. Momentum has continued as the domestic arrivals in the first quarter of 2026 rose 10.98% over the same period of 2025. Now that Kerala Tourism is heading into busy festive and travel season on the back of record 2025, the state is preparing with a varied bucket of new products and experiences.
Against this backdrop, at Network Kerala, premier B2B and networking event, Kerala Tourism’s Additional Director (General) and Managing Director of Kerala Tourism Development Corporation (KTDC), Sumit Kumar Thakur, IAS, puts destination diversification, weddings, Wayanad and experiential products at the centre of his conversation.
On the sidelines of the event held at The Lalit New Delhi on October 13, 2026, Thakur told T3 that the state would sharply focus on ‘Brand Wayanad’ for 2026-27. The state government had also organised a curtain raiser for ‘Brand Wayanad’ in October, positioning the hill district as a distinctive global tourism destination built around its nature, culture, agriculture and indigenous heritage.
“We are trying to put Wayanad as global destination. The government is planning to actively take participation in global travel marts as an exhibitor and also planning B2B sessions in the coming months, especially to position Wayanad as a global destination and roadshows to tap international tourists,” Thakur added.
The initiative will promote Wayanad not simply as a sightseeing destination, but as an experience-driven tourism ecosystem, integrating its biodiversity, tribal heritage, farming traditions, cuisine, crafts and local products with tourism.
This goes well with the government’s policy of collaborating with other tourist destinations in the country, opening a new chapter in sustainable cooperation. As part of this strategic shift, joint tourism circuits connecting destinations with similar features, including regions like Coorg and Mysore in Karnataka, the Nilgiris district of Tamil Nadu and even countries like Sri Lanka, are being explored.
Destination weddings is also one of the major focus areas for the state, added Thakur. “The government along with a lot of properties across different districts in the states are going aggressive in marketing and branding for destination weddings. Especially for the Beach weddings.” Along with the destination weddings, the state is also exploring how to bring the medical value tourism, quality of stay and travel destinations while consistently focusing on attracting domestic as well as foreign tourists.
Awaiting tourism’s industry status
While talking about the focus for 2026-27, Thakur mentioned that the state is working to bring a detailed policy framework on giving the industry status to the tourism sector, making the state a safe, viable and sustainable investment destination for travel and hospitality industry.
As also shared by P. C. Vishnunadh, Minister for Tourism, Cinema and Cultural Affairs Minister, Government of Kerala, getting industry status has been a long-pending demand of stakeholders in the sector. “We expect this decision will yield a lot of investment,” the minister stated in one of the official press statements.
Season Outlook
Kerala is also strengthening its tourism infrastructure ahead of the peak festive travel season, with a focus on heritage tourism, accessibility and digital integration. The Kochi-Muziris heritage network highlights the state’s historic maritime links with West Asia and the Mediterranean, shaped by centuries of spice trade. The state is also upgrading facilities to improve barrier-free access and integrating AI and digital tools to streamline tourist information and travel logistics.
“The state is well-prepared to receive an increased footfall this season, on the strength of new products and packages that will take visitors through a whole set of highly fascinating places and experiences,” said Biju K, Secretary Tourism, Govt of Kerala.
Under its award-winning Responsible Tourism Mission, Kerala has registered 23,784 units, benefiting 46,815 people directly and 86,964 indirectly. The mission also supports 140 experiential tourism initiatives across the state, with 850 families directly involved, underlining the state’s focus on community-led and sustainable tourism.
Anjana M, Director Kerala Tourism, said, “Our outreach campaigns across the country have received good response, and we are confident that will be reflected during the unfolding season.”
During the event, Thakur also highlighted the state’s strong post-pandemic recovery, robust tourism trade fundamentals, adding that Kerala is ‘India’s first Superbrand’ and one of the 50 destinations that everyone should visit at least once in their lifetime.
