Malabar needs a stronger tourism strategy to attract more visitors, major hotel brands and private investment, Tourism Ministry Joint Secretary S. Harikishore said at the Tourism Conclave.

Harikishore outlined five proposals to strengthen tourism in Malabar, covering hotel infrastructure, tourist routes from Kochi, a large-scale Theyyam festival, a three-year tourism focus and better facilities at heritage sites.

Here are the five ideas:

1. Bring major hotel brands to Malabar

Malabar has only a limited presence of major national and international hotel chains despite the extensive networks operated by leading brands across the country and the world.

Harikishore proposed organising one-to-one investor meetings with 20 leading hotel chains to encourage them to set up properties in Malabar.

The proposal includes making land available and ensuring fast-track approvals for hotels willing to invest in the region.

The presentation cited the extensive hotel networks of brands including IHCL — which operates Taj, Gateway, Vivanta and Ginger — along with Marriott International, ITC Hotels, Radisson and Lemon Tree Hotels.

2. Target tourists arriving in Kochi

A large number of tourists arriving in Kochi typically travel towards destinations in Kerala's southern districts, according to the reports.

Harikishore suggested working with tour operators and destination management companies in Kochi to create and promote trips specifically showcasing Malabar.

The idea is to use Kochi as a gateway to introduce more travellers to the northern part of the state.

3. Create a 100-day Theyyam festival

One of the proposals is to create a major festival that is uniquely associated with Malabar.

Harikishore suggested a 100-day Theyyam festival covering Kannur, Kasaragod and Kozhikode.

The festival could give visitors an opportunity to experience more than 400 different Theyyams across the three districts.

A detailed festival calendar could be prepared, listing the dates, locations and Theyyams available on each day.

The suggested period is from around mid-October to the end of May, although the exact period can be decided based on the festival calendar.

4. Give Malabar tourism a three-year focus

Harikishore also proposed a three-year roadmap, with a different tourism theme receiving priority each year:

2026-27: Focus on Ayurveda and wellness tourism

2027-28: Focus on culture and heritage tourism, including initiatives such as a Theyyam festival

2028-29: Focus on adventure tourism

The approach would allow Malabar to develop and promote different tourism experiences over successive years.

5. Develop heritage sites through a model similar to Heritage 2.0

The Centre's Ministry of Culture has introduced Heritage 2.0 to improve facilities at heritage sites and monuments with support from private companies.

According to the proposal, 31 memorandums of understanding (MoUs) have already been signed under the initiative.

Harikishore suggested developing and implementing a similar model for Malabar, bringing private-sector support into efforts to improve visitor facilities at heritage sites and monuments.

Together, the five proposals focus on bringing more investment into Malabar, connecting the region with existing tourist flows, and creating distinct cultural, wellness, heritage and adventure experiences.