Hyderabad, Feb 10 (.) Kerala Tourism Department here on Tuesday said it recorded 2.2 crore domestic tourist visits last year, marking a strong post-pandemic rebound, with arrivals in several segments surpassing pre-Covid levels, reflecting renewed confidence and growing demand for travel to the state.
Kerala Tourism has rolled out a refreshed promotional strategy with the tagline ‘Travel Now, Post Later’, placing emphasis on authentic, immersive travel experiences rather than social-media-driven tourism, Kerala tourism information officer Sooraj PK told reporters on the sidelines of an exclusive media session hosted as part of Network Kerala, a premier B2B tourism meet held here on Tuesday.
The move comes as the state records a strong post-COVID revival in domestic tourism and a gradual recovery in foreign arrivals, he said.
Tourist inflow from southern and central Indian states, especially Telangana and Hyderabad in particular has shown sharp growth, aided by improved air and rail connectivity,
While domestic tourism has bounced back robustly, international tourist arrivals are still recovering, with around 7,000 foreign visitors recorded in 2024, mainly from the UK and the USA, he informed.
Kerala is currently served by four airports, with additional access through Coimbatore and Mangaluru, all well connected to major cities like Hyderabad; he said enhanced train services have further improved access to both southern and northern parts of the state.
In a strategic shift, tourism promotion is now expanding beyond traditional southern destinations to northern Kerala, including Wayanad, Kozhikode, Bekal, Kasargod, and Kannur, he said.
The region’s cultural highlight, the Theyyam festival, running till June, is drawing increased attention from domestic and international travelers, he said.
Cultural tourism remains a key pillar, with global events such as the Kochi Biennale continuing till March 31, and the Nisargundi Dance Festival beginning February 13 in Thiruvananthapuram, he said.
Kerala is also reinforcing its reputation as a health and wellness tourism hub, with Ayurveda, wellness retreats, and advanced medical treatments attracting visitors from across India and abroad, he said.
The state is developing new international-standard beach projects, including Blue Flag-certified beaches at Kozhikode and Kannur,he said post-COVID, there has also been a surge in home stays and service villas, offering tourists more personalised and localised experiences.
With diversified destinations, improved connectivity, and a renewed focus on meaningful travel, Kerala Tourism aims to strengthen its position as a premier, experience-driven destination, he said.
Officials expect international tourist numbers to improve further as global travel stabilises, while domestic tourism continues to be the sector’s main growth engine, he added.
Accordng to a release, Tourism Minister P A Mohamed Riyas said Kerala has seen a strong surge in tourist arrivals in the post-Covid period.
“Apart from our core assets, new tourism products have received an encouraging response from domestic and international visitors. The upcoming inbound season is expected to maintain this growth momentum,” he said.
To capitalise on the fast-approaching summer holiday season, Kerala Tourism is launching an all-India promotional campaign with a series of roadshows and B2B meets.
After partnership meets in Chennai and Bengaluru in January, the state will host trade interactions in Hyderabad, Kolkata, Lucknow and Indore during February, aiming to boost domestic tourist footfalls and introduce experiential travel offerings to a wider audience.
Strengthening heritage tourism, Kerala recently rolled out 33 heritage trails from Kasaragod to Kollam under the Muziris Heritage Project. The state will also emphasise safety and improved visitor facilities as part of its branding.
International interest is expected to rise further after Kerala was featured in Rough Guides’ list of 26 must-visit global destinations for 2026, and after winning Travel Leisure India’s Best Wellness Destination Award 2025, reinforcing its global reputation for Ayurveda and holistic healing.
Coinciding with the roadshows is the all-India Lenscape Kerala photo exhibition, launched in New Delhi on January 20. Featuring 100 curated photographs by leading Indian travel photographers, the exhibition will tour multiple cities including Mumbai, Pune, Bengaluru, Chennai, Hyderabad and Kolkata before concluding in Surat on March 31.
. KNR .