The State government will launch ‘Brand Wayanad’ as part of its 100-day action plan to develop Keralam’s tourism destinations into distinctive global brands. The initiative aims to promote responsible tourism, modernise homestays and position Wayanad as a safe and sustainable global destination.

The aim of the project is to present Wayanad in the global market not merely as a tourist destination, but as a unique ecosystem offering experiences of its nature, lifestyle and culture. Products such as Wayanad coffee, spices, traditional rice varieties and honey, along with local cuisine, agricultural life, tribal heritage and rural experiences, will be integrated with tourism, according to a statement by the office of the Tourism Minister here on Monday (October 5).

The GI-tagged ‘Wayanad Robusta Coffee’ will also be promoted as a premium brand in the global market through a ‘farm-to-cup’ model. As part of efforts to preserve the region’s indigenous tribal culture, the ‘En Ooru’ heritage village will be expanded. A Tribal University and a Heritage Knowledge Centre will also be established at a cost of ₹50 crore. The ‘Wayanad CSR Exchange’ (Bhoomi portal), aimed at ensuring corporate participation, and an ‘E-Waste-Free Drive’ for environmental protection will also be implemented as part of Brand Wayanad.

Through the ‘Experience Wayanad’ concept, the initiative seeks to introduce the diverse experiences of Wayanad to travellers from across the world while creating greater opportunities in tourism for local youth, women and tribal communities. The project also aims to ensure that the benefits of tourism reach more people through trained local guides, homestays and the marketing of local products, the statement said.

The project, to be launched on October 6 and 7, will feature the Brand Wayanad Vision announcement, inauguration of various projects and cultural programmes on the first day of the two-day event. A guided tour covering the Thirunelli Circuit, a visit to Chekadi Farm and a coffee experience will also be organised on the first day. Cultural programmes will be held at En Ooru from 6 p.m. The ‘En Ooru’ Live Experience Zone will be open to the public on both days from 10 a.m. to 5 p.m.

Visitors will get an opportunity to experience firsthand the unique lifestyle of tribal communities, a tribal food festival, heritage and handicraft exhibitions, and various community experiences. Tourism Minister P.C. Vishnunadh will unveil the Brand Wayanad project at a function to be presided over by Agriculture Minister T. Siddique at Vythiri Village Resort.