Prime Minister Narendra Modi’s recent appeal urging Indians to prioritise domestic travel over overseas vacations is expected to provide a significant boost to tourism in Kerala, say industry stakeholders.

Tourism operators believe the shift comes at a favourable time, as Indian travellers are increasingly drawn to experiential holidays, wellness retreats, nature-based tourism and culturally immersive destinations — all areas in which Kerala has built a strong identity. From its beaches and backwaters to Ayurveda resorts, hill stations and responsible tourism initiatives, the State is seen as well-equipped to benefit from a growing domestic travel trend.

Industry experts pointed out that Kerala could emerge as one of the biggest gainers if it acts swiftly with focused destination branding and marketing campaigns aimed at travellers reconsidering costly international holidays.

Jose Pradeep, president of Kerala Travel Mart Society, said the increasing emphasis on domestic tourism is likely to strengthen Kerala’s travel and hospitality sector, as more Indians choose destinations within the country for leisure trips. Kerala, already an established tourism hotspot, is well-positioned to benefit from this transition.

Echoing similar views, Ratheesh R Nath said Kerala could see substantial gains provided the State launches aggressive branding and promotional initiatives. He warned that competing states may seize the opportunity if Kerala fails to act quickly. He also expressed hope that the newly elected State Government would intensify efforts to enhance Kerala’s visibility in the highly competitive domestic tourism market.

Abraham George, chairman, Kerala Chapter of Association of Domestic Tour Operators, said the Prime Minister’s remarks could further reinforce Kerala’s status as one of India’s preferred leisure destinations. According to him, the State is likely to remain a top choice for domestic travellers from across the country.

However, industry stakeholders also pointed to challenges facing the sector, particularly the steep rise in domestic airfares. One stakeholder said that with household budgets under pressure, many travellers are increasingly opting for shorter weekend getaways instead of extended vacations.

At the same time, Kerala has witnessed rising interest among younger travellers seeking monsoon tourism, ecotourism and wellness-focused experiences. Tourism experts believe the State can further capitalise on this momentum through targeted promotional campaigns.

With international travel costs remaining high and currency fluctuations making overseas holidays more expensive, industry leaders believe the Prime Minister’s appeal may accelerate a broader trend of Indians exploring destinations within the country — with Kerala expected to be among the key beneficiaries.

Published on May 20, 2026