'Brand Wayanad' to showcase district as global tourism destination

KALPETTA, October 6 2026: The State Government launched 'Brand Wayanad' on October 6, positioning the hill district as a distinctive global tourism destination built around its nature, culture, agriculture and indigenous heritage.

The two-day launch programme at Vythiri Village Resort is part of the Government's 100-Day Action Programme and follows the announcement of the initiative in the State Budget. The project also seeks to support Wayanad's economic recovery and strengthen local livelihoods through tourism.

Tourism Minister P. C. Vishnunadh unveiled Brand Wayanad at a function presided over by Agriculture Minister T. Siddique. Elected representatives, senior Tourism Department officials and local stakeholders participated in the event.

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.

Responsible tourism and the modernisation of homestays will be key components. Wayanad Robusta Coffee, which has a Geographical Indication (GI) tag, will be promoted in international markets through a farm-to-cup model. Spices, traditional rice varieties, honey and local cuisine will also be linked to tourism experiences.

Plans include expanding the 'En Ooru' heritage village, establishing a Tribal University and Heritage Knowledge Centre at a cost of Rs 50 crore, and launching the Wayanad CSR Exchange (Bhoomi portal) to facilitate corporate participation in local development. An E-Waste-Free Drive is also planned as part of the environmental initiatives.

Under the 'Experience Wayanad' concept, the project will create opportunities for local youth, women and tribal communities through homestays, trained local guides, community experiences and the promotion of local products.

The launch programme features discussions on Wayanad's nature and wildlife, culture and crafts, besides a Brand Wayanad Vision announcement and the inauguration of various projects. The dignitaries were also taken on a guided tour of the Thirunelli Circuit, a visit to Chekadi Farm and to a coffee plantation as part of the launch.

An 'En Ooru' Live Experience Zone, open to the public from 10 a.m. to 5 p.m. on both days, will showcase tribal food, heritage, handicrafts and community-led experiences. Cultural programmes will be held at En Ooru on these two days.

Brand Wayanad aims to build a stronger tourism identity for the district while ensuring that tourism-generated opportunities and benefits reach local communities.