Thiruvananthapuram: Kerala is gaining international visibility as 35 prominent content creators and social media influencers from 19 BRICS member and partner countries undertake a three-day visit to the state, experiencing its culture, cuisine, traditional arts and everyday life.

The visit comes alongside India's BRICS engagement and provides an opportunity to showcase Kerala to audiences across the creators' respective countries. During their stay, the visitors have been documenting their experiences and sharing their impressions through social media platforms.

Creators Experience Kerala's Culture

One of the highlights of the visit was a tour of the Kerala Arts & Crafts Village at Kovalam, where the international creators interacted with local artists and explored traditional handicrafts and art forms.

The visit allowed the creators to experience Kerala beyond conventional sightseeing, with a focus on its living traditions, local communities, food and cultural heritage.

The delegation has also been experiencing Kerala's distinctive cuisine, including traditional sadya and banana-leaf meals. Several visitors spoke positively about the state's hospitality, food and cultural diversity during interactions with the media.

'Real Kerala Story' Showcased to International Audience

Keralam Chief Minister V. D. Satheesan hosted the group at Cliff House in Thiruvananthapuram on September 14.

During the interaction, the Chief Minister presented what he described as the “Real Keralam Story”, highlighting the state's coastline, Western Ghats biodiversity, infrastructure, talent pool and vision for sustainable development. He also spoke about Kerala's expanding port and aviation infrastructure and its ambitions in areas including Ayurveda and holistic wellness.

The Chief Minister's interaction with the international creators provided an opportunity to present Kerala not only as a tourism destination but also as a state with a distinctive cultural identity and diverse economic and social strengths.

International Reach Through Social Media

The participation of international content creators offers Kerala a different avenue for tourism promotion. Rather than relying exclusively on conventional advertising, destinations and experiences encountered during the visit can reach audiences through videos, photographs, travel stories and social-media posts created by the visitors themselves.

The creators represent audiences from different parts of the BRICS and partner-country network, potentially giving Kerala, now Keralam, exposure in markets where travellers may be looking for new cultural, wellness, culinary and nature-based experiences.

Kovalam Gets International Spotlight

The visit to Kovalam is particularly significant for the destination, as the coastal resort remains one of Kerala's best-known international tourism centres.

The Kerala Arts & Crafts Village provides visitors with an opportunity to experience traditional crafts and interact with artisans, complementing Kovalam's established attractions of beaches, Ayurveda, wellness and coastal tourism.

For Kovalam, the international creators' visit provides additional exposure to its culture and experiential tourism offerings, alongside its traditional beach tourism image.

Kerala's Experiential Tourism Gains Visibility

The BRICS creators' three-day journey also reflects the growing importance of experiential tourism, where visitors participate in local culture, food, crafts and community experiences rather than simply visiting sightseeing locations.

By documenting these experiences for international audiences, the delegation is helping bring attention to some of Kerala's less conventional tourism products.

The visit comes at a time when Kerala, Keralam is seeking to expand its international tourism presence and promote a wider range of experiences covering culture, cuisine, Ayurveda, wellness, nature, heritage and responsible tourism.

The BRICS content creators' Kerala visit is therefore providing an additional international platform for the state's tourism destinations and cultural experiences, with Kovalam and Thiruvananthapuram among the locations receiving attention during the programme.