Kerala, hailed as “God’s Own Country,” continues to enchant tourists year-round. Yet, it is during the monsoon season that the state truly comes alive. Acknowledging this, Sikha Surendran IAS, Director of Kerala Tourism, while speaking to T3 said that the state’s efforts to promote monsoon tourism have yielded impressive results. During the monsoon months of June to August, domestic tourist visits rose by 15.97% from 4,491,977 in 2022 to 5,209,244 in 2023. Foreign tourist visits saw a sharper increase of 57.61%, climbing from 93,752 in 2022 to 147,759 in 2023.
Q1. How significant is the monsoon season in your state’s overall tourism strategy?
A: As a much sought-after all-season experiential destination, Kerala promises an exciting time for tourists during the south-west monsoon, stretching from June to August. Monsoon months are when Kerala refreshes itself. It is synonymous with regeneration and revitalisation.
Two annual monsoons drench Kerala – the southwest (June – August) and the returning monsoon (October – November), with the southwest monsoon much stronger in intensity. The State occupies a special place in the realm of monsoon as the first place in India to receive the southwest monsoon.
The rains impart a new persona to the State. The famed beaches, backwaters and hill stations of Kerala take on a different hue during the season. For a tourist seeking new experiences, Kerala during the monsoon will be a new revelation. A tour through the lush countryside awash with fresh greenery will be the experience of a lifetime.
Bountiful rains bring out the greenery in all its profusion. Rivers, backwaters and rivulets get replenished. And the numerous waterfalls that Kerala is famous for cascade in wild abandon giving tourists a never-before seen feeling of excitement and energy. The Athirapilly and Vazhachal waterfalls in Thrissur, the Palaruvi in Kollam district, the Kallar Meenmutty in Thiruvananthapuram and Makkiyad Meenumutty and Soochipara waterfalls in Wayanad districts are few of the many waterfalls in Kerala that are worth visiting during the monsoons.
Apart from enjoying incessant rains, Kerala in monsoon is also packed with diverse activities for visitors. This is especially so for nature buffs and adventure lovers, whether they opt for sea-front locales, backwater hubs, hill stations or farm houses for holidaying. During monsoons, country sides in North Kerala also see kids, the young and the not-so-young taking to mud-football, with empty post-harvest rice fields filled with post-rain slush turning into football turfs. Mud football tournaments during monsoons are now fast becoming popular in central and north Kerala.
Kerala has identified wellness tourism as a highly promising area of tourism development, based on valid reasons. Ayurveda, which takes a holistic view of human health issues, figures prominently in this scheme.
Of late, adventure tourism events have been a highlight of the season in Kerala. The Malabar River Festival, that focuses on white-water rafting, will be held in upstate Thusharagiri, Chalipuzha and Iruvanjipuzha in Kozhikode (Calicut) district in north Kerala, is scheduled from July 25 – 28. Towards the close of the monsoon, the state has the famed Nehru Trophy Boat Race in Alappuzha (August) and IPL-model Champions Boat League, spread across various districts.
Q2: Can you discuss last year’s visitor statistics, specifically for the monsoon period and your projections for the upcoming season?
Speaking of tourist visits during monsoons, Kerala has been seeing a steady growth in the arrival of visitors since the sector reopened post-Covid. While domestic tourist visits in the 3 primary monsoon months of June, July and August 2022 stood at 44,91,977, it recorded a 15.97 percent increase in the corresponding months of 2023, reaching 52,09,244 visits.
Foreign tourist visits on the other hand saw a greater percent influx, with 93,752 foreign tourist visits being recorded in the months of June, July and August 2022, increasing to a total of 1,47,759 tourist visits in the corresponding months of 2023, recording a sharp increase of 57.61 percent year on year.
Figures aside, the summer months in earlier times were perceived to be lean months for tourism business. However, Kerala now sees tourist visits happening across the year, thus making Kerala an all-season destination.
Q3: How do you see Travel agencies, Tour Operators and Hospitality Businesses capitalizing on Monsoon Tourism?
Ans: Kerala has been pro-actively promoting monsoon tourism, both by the state agencies and the hospitality industry as well. Many hotels and resorts offer special monsoon packages and discounts to attract tourists. These include accommodations, meals, spa treatments, and guided tours at reduced rates to encourage guests.
Hospitality providers also organize monsoon-specific activities like nature walks, boat rides, and village tours to help tourists experience the charm of rain-drenched country sides.
Culinary offerings also see a marked change with the advent of the monsoons. Being the months of rejuvenation and revitalisation, diets that help build immunity and strength takes precedence. Most restaurants offer a delectable range of main courses and mouth-watering snacks to savour during the rains, tapioca and various fish & meat preparations to go with it taking prime spot in most spreads.
Industry organisations also organise exciting events like the unique monsoon festival ‘Splash’ organised annually during July – Aug by Wayanad Tourism Organisation, showcasing the monsoons in upland Wayanad in north Kerala.
Kerala also has a long tradition of practising and promoting Ayurveda – the most authentic form of the ancient Indian wellness system. Kerala is the only place in the world where Ayurveda, the holistic system of medicine based on nature is practised to perfection.
The monsoon season is considered an ideal time for Ayurvedic treatments in Kerala. The cool, moist climate during the rains is believed to be perfect for rejuvenation therapies. The dense tropical forests of Kerala have a wealth of herbs and medicinal plants from which are made the extracts and elixirs prescribed by Ayurveda. And thanks to our ancient texts, which recommend monsoon as the ideal time for Ayurveda treatment, the world is discovering the cool charm of this season as well.
For Keralites, monsoon is the ‘oushada maasam’ or the ‘medicinal season’. It is the time when they go in for their annual rejuvenation treatments. Even the elephants in Kerala are given a break from their work schedule and fed with specially prepared medicinal food. Additionally, the practice of consuming Aushadha Kanji during Karkidakam is deeply rooted in Ayurvedic principles, which emphasize the importance of seasonal eating and adapting one’s diet to maintain health throughout the year.
Indeed, Kerala is the home for Ayurveda. Nowhere else in India is Ayurveda practised with such dedication as in Kerala. Most Ayurvedic practitioners in Kerala traditionally hail from families where the knowledge was passed from father to son over successive generations.
Ayurveda’s popularity in the State can be gauged from the fact that every little town and village in Kerala has an Ayurveda pharmacy. The country’s most prominent Ayurvedic institutions are located in Kerala. Resorts and wellness centers promote Ayurvedic packages, which include massages, detox programs, and yoga sessions, attracting health-conscious travellers. Today, Kerala offers Ayurvedic programmes for the tourists – rejuvenating, as well as curative.
There is also a growing focus on eco-friendly and sustainable tourism across seasons including the monsoons. Many hospitality businesses promote eco-tourism by offering stays in eco-resorts, organizing plantation tours, and encouraging responsible travel practices. By focusing on such strategies, the hospitality sector in Kerala effectively turns the monsoon season into a profitable and appealing time for tourism, enhancing the overall experience for visitors and supporting the local economy.
Q4: What strategies is KT implementing to collaborate with the B2B sector to maximize this opportunity?
Ans: Kerala Tourism has been leveraging various strategies to collaborate with the B2B sector (business-to-business) to promote monsoon tourism. These helps increase the reach and effectiveness of their promotional efforts.
Monsoon is showcased in national and international travel trade fairs and roadshows while promotional campaigns are also run across all media in various target markets. The monsoon-specific packages often highlight activities and experiences such as Ayurvedic treatments, houseboat cruises, and nature tours.
Engaging with travel journalists, bloggers, and influencers through press trips and media collaborations helps generate positive publicity for Kerala’s monsoon tourism. These media partnerships can be facilitated through B2B channels, reaching a wider audience and enhancing the destination’s appeal.
Q5: Emerging trends and future opportunities in monsoon tourism for Kerala Tourism?
- Monsoon Festivals: Highlighting festivals like Onam and Nehru Trophy Boat Race, which occur during the monsoon season, attract tourists interested in cultural experiences.
- Local Experiences: Promoting village tours, traditional music, dance performances, and local cuisine to provide an immersive cultural experience.
- Water-Based Activities: Promoting activities such as white-water rafting, kayaking, and houseboat cruises in the rain-enhanced backwaters and rivers. Tourists can today enjoy simple life experiences in Kerala during monsoons like going fishing in paddy fields and lakes that are full of rainwater.
- Monsoon Trekking: Offering guided treks through Kerala’s rain-soaked hills and forests, showcasing the state’s natural beauty during the monsoon.
Kerala Tourism’s calibrated efforts to promote monsoon season have yielded handsome results over the years. The Tourist visits figures corroborate this amply well.
By effectively recognising the emerging trends, and embracing future opportunities, Kerala will continue to enhance its monsoon tourism offerings, thereby attracting a diverse range of tourists, and ensure sustainable growth in the sector.
