Kalpetta: Tourism Minister, Shri P C Vishnunadh, has launched the ‘Brand Wayanad’ initiative of the Tourism Department as part of the State Government’s 100-day action programme. The initiative seeks to showcase the region’s natural beauty, agricultural and heritage attractions and cultural traditions to audiences across India and abroad.
The Minister said the government’s policy is to collaborate with other tourist destinations in the country rather than compete with them. As part of this approach, joint tourism circuits involving destinations with similar characteristics, including destinations like Coorg and Mysore and countries like Sri Lanka, are being considered.
The Brand Wayanad initiative seeks to showcase the district’s natural beauty, agricultural and heritage attractions, and rich cultural traditions to the world. The Minister urged people not to spread misinformation suggesting that the entire district was unsafe, pointing out that the recent natural disaster had affected only two wards of Meppadi panchayat — Mundakkai and Chooralmala.
On the occasion, the minister also launched new Life Experience Trails of the Responsible Tourism Mission and a guided travel programme covering the Thirunelli circuit, a visit to Chekadi Farm and a coffee experience.
Kerala Tourism Director, M Anjana, said Brand Wayanad was a simple idea with a larger objective. “We want the world to see Wayanad as a destination with a distinct identity.”The initiative also aims to ensure that every rupee generated through tourism empowers farmers, artisans, tribal families and young entrepreneurs who consider Wayanad their home.
The initiative includes responsible tourism measures and homestay renovation aimed at positioning Wayanad as a safe and sustainable global tourism destination. Wayanad coffee, spices, traditional rice varieties and honey, along with local cuisine, agricultural life, tribal heritage and rural experiences, will be linked with tourism.
The Tourism Department also plans to position the Geographical Indication-tagged Wayanad Robusta Coffee as a premium brand in global markets through a ‘farm-to-cup’ model. Other initiatives under Brand Wayanad include the Wayanad CSR Exchange (land portal), aimed at facilitating corporate participation, and an e-waste-free drive for environmental protection, which will also be implemented as part of Brand Wayanad.
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