Thiruvananthapuram, Oct 5 — Wayanad is set to get a new identity as a carefully managed global tourism destination, with the state government scheduled to unveil its much-discussed ‘Brand Wayanad’ project on Tuesday, an initiative that Wayanad MP Priyanka Gandhi has been advocating for some time.
She has been speaking about a comprehensive tourism push to showcase the hill district’s natural beauty, culture and adventure potential.
Tourism Minister P.C. Vishnunadh will unveil the project at Vythiri Village Resort on Tuesday, with Agriculture Minister T. Siddique presiding over the event.
The initiative has been listed as part of the V.D. Satheesan government's 100-Day Action Programme.
The project is significant as it seeks to move Wayanad beyond the conventional image of a hill station and position it as a distinctive tourism ecosystem combining nature, local life, agriculture and tribal culture.
Priyanka Gandhi has been advocating better infrastructure and wider promotion of the district as a tourism destination.
Her predecessor as Wayanad MP, Leader of the Opposition (LoP) in Lok Sabha Rahul Gandhi, had also repeatedly sought greater attention to the district’s tourism potential and its capacity to generate livelihoods for local communities.
The government initiative now seeks to provide a formal framework for that vision.
Responsible tourism will be at its core, with modernisation of homestays and the promotion of Wayanad as a safe and sustainable global destination.
The emphasis will be on experiences rather than merely sightseeing, including coffee plantations, local cuisine, agricultural life, tribal heritage, rural experiences and the district’s unique landscape.
Wayanad coffee, spices, traditional rice varieties and honey will be integrated into the tourism experience.
GI-tagged Wayanad Robusta coffee will be promoted globally through a “farm-to-cup” model.
The En Ooru heritage village will be expanded to showcase indigenous tribal culture.
A Tribal University and Heritage Knowledge Centre will also be established at a cost of Rs 50 crore.
The government also plans a Wayanad CSR Exchange, an e-waste-free campaign and greater corporate participation in the district’s development.
For Wayanad, the message is clear: tourism is no longer being viewed simply as bringing more visitors to the hills.
The new approach aims to turn the district itself, including its landscape, people, produce, culture and way of life, into the brand.
For the government, however, the real test will be whether ‘Brand Wayanad’ can translate that vision into better-managed tourism and higher incomes for the people who call the hills their home.