Kozhikode and Wayanad could lead Malabar's next big tourism boom, experts say

Foreign and domestic tourists who have traditionally shown an affinity towards central Kerala are expected to increasingly turn to Malabar, with experts pointing to significant scope for tourism investment and growth in the region.

The observations were made during a discussion titled ‘Building Better Tourism; The Malabar Play Book’ at Mathrubhumi's Gateway to Malabar Tourism Conclave held on Thursday at The Raviz Kadavu in Kozhikode. The panel featured former Chief Secretary and Mathrubhumi Aksharotsavam curator Dr V Venu, Vythiri Resort managing director Jose Kennedy and Abad Group of Hotels managing director Riaz Ahmed. The session was moderated by UV Jose, head of public affairs at Malabar Group and a former IAS officer.

Wayanad's tourism growth

Dr Venu opened the discussion by pointing to the remarkable growth of Wayanad in recent years as evidence of Malabar's tourism potential.

He said the region needs hotels across different categories rather than focusing only on high-end properties. According to Venu, tourists travelling for leisure and relaxation need modern accommodation options that cater to different budgets and requirements.

Travellers are increasingly looking at what makes one hotel different from another, he said. This makes it important for properties to develop distinctive features and experiences.

Venu also highlighted the changing way people decide where to travel. Social media reels and short videos now have a strong influence on travel choices. While older members of families may once have taken the lead in planning holidays, children can increasingly influence such decisions today, he said.

He also pointed to tourism as an area with considerable investment potential that is not much tapped into.

'Wayanad was not initially on Kerala's tourism map'

Jose Kennedy recalled that Wayanad was not among the prominent destinations on Kerala's tourism map in the early days.

Even when his resort began operations, Wayanad had to be actively presented to tourists as a destination, he said. The region's subsequent growth was helped by the fact that resort owners, despite competing with one another, promoted Wayanad as a common destination, Kennedy said.

The experience shows what can happen when a destination's potential is opened up and promoted collectively.

Kennedy said Kozhikode could also attract investors if its tourism possibilities are properly developed. He described Wayanad as part of Kozhikode's wider development ecosystem.

New highway could open Malabar's tourism potential

Riaz Ahmed said Kochi continues to attract tourists because visitors can find many of the facilities and experiences they need in one place.

He said the coming years could open up Malabar's tourism potential in a much bigger way. The new national highway could play an important role in creating that opportunity by improving connectivity to the region.

At the same time, Ahmed raised a question over the order in which tourism destinations and investment should develop.

He said there remains a question over whether tourism destinations should be developed first or whether investment should come first. The issue, he suggested, remains central to unlocking Malabar's tourism potential.