Keralam Tourism Minister P.C. Vishnunadh announced the “Be a Malayali for a Day” initiative on the eve of Thiruvonam to promote immersive cultural tourism. Shifting focus from passive sightseeing to active participation, the campaign invites travelers to make floral Athapookalam carpets, cook traditional Onam meals, and engage in hands-on workshops with heritage artists. The state aims to digitally document traditional art forms and brand unique cultural practices across districts for year-round global visibility.

The government of Keralam launched an experiential tourism program titled “Be a Malayali for a Day” to transition from the conventional “Come to see Keralam” model to an interactive “Come to experience Keralam” framework. Unveiled by State Tourism Minister P.C. Vishnunadh on the eve of Thiruvonam, the initiative encourages tourists to actively engage with local communities rather than remain passive spectators.

Key Activities and Cultural Experiences for Kerala Tourists

• Athapookalam Creation: Visitors can design and assemble traditional Onam floral carpets alongside local residents.
• Authentic Culinary Training: Travelers learn the step-by-step preparation of traditional Onam feast items to understand the region’s culinary history.
• Hands-on Art Workshops: Skilled practitioners provide direct training in centuries-old performance and folk art traditions.

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How Will the Initiative Impact Local Districts and Artists?

• District-Level Cultural Branding

The tourism department is implementing a strategic roadmap where every individual district establishes a distinct cultural brand. Integrating local art forms and regional festivals into a year-round global calendar ensures steady international visibility.

• Scientific Preservation and Digital Outreach

Authorities are digitally documenting traditional performance styles to safeguard intangible cultural heritage. Rather than isolating arts inside static museum exhibits, the state plans to use digital channels to spark interest among younger audiences worldwide.

• Scale of Onam Week Festivities

The state capital, Thiruvananthapuram, will host over 340 cultural programs across 35 venues during Onam celebrations. The events will feature 3,000 local artists and more than 8,000 statewide performers. Additionally, the Nishagandhi Festival will feature classic art forms—including Mudiyettu, Tholpavakoothu, and Padayani—performed by 160 artists representing 10 Indian states.