Brand Wayanad: Kerala's Plan to Make Wayanad a Global Tourism Brand

The Kerala government has launched 'Brand Wayanad', an initiative to develop Wayanad into a distinctive global tourism brand as part of the state's 100-day action plan. Tourism Minister P. C. Vishnunadh inaugurated the project at Vythiri in Wayanad on October 6, 2026.

More Than a Destination

The project presents Wayanad to the world not merely as a tourist spot but as a unique ecosystem of nature, lifestyle and culture. Through the 'Experience Wayanad' concept, travellers are introduced to the district's natural beauty, agricultural life, local cuisine, tribal heritage and rural experiences — with the benefits reaching local youth, women and tribal communities through trained local guides, homestays and the marketing of local products.

What the Project Includes

GI-tagged Wayanad Robusta Coffee will be promoted as a premium global brand through a 'farm-to-cup' model, alongside spices, traditional rice varieties and honey. The En Ooru heritage village will be expanded to preserve tribal culture, and a Tribal University and Heritage Knowledge Centre will come up at a cost of Rs. 50 crore. A 'Wayanad CSR Exchange' (Bhoomi portal) will bring in corporate participation, and an 'E-Waste-Free Drive' will protect the environment. Alongside, the Responsible Tourism Mission's 'Life Experience Trails' — including the Thirunelli circuit, Chekadi farm and a coffee experience — were also launched.

A Wider Malabar Push

The initiative extends beyond Wayanad to tourism development in Malappuram and Kozhikode districts, aiming to make tourism in the Malabar region more vibrant. The government plans joint tourism circuits with destinations like Coorg and Mysuru and even Sri Lanka, will present Kerala's traditional art forms at this year's Mysuru Dasara, and intends to celebrate Onam with similar grandeur from next year. Steps are also underway to grant industrial status to the tourism sector in the state.