Friday, November 8, 2024 Kerala Tourism faces a pivotal moment as it seeks to elevate its global presence while grappling with the overemphasis on Kathakali. This celebrated traditional art form, while captivating, risks overshadowing the state’s diverse cultural heritage. At the World Travel Market in London, the theme “A Wonderful World” showcases Kerala’s rich tapestry, but industry experts advocate for a transformative approach.
By embracing a broader array of artistic expressions, Kerala can create a vibrant and dynamic brand identity that resonates with international audiences and enhances its appeal in the competitive tourism landscape. The spotlight on Kathakali within global tourism showcases has raised concerns about Kerala’s potential overreliance on this traditional art form, which could inadvertently dilute the state’s international image. While Kathakali and Mohiniyattam performances remain central attractions at significant events such as the World Travel Market (WTM) in London, this singular focus risks creating a stale representation of Kerala’s rich cultural tapestry.
At WTM, Kerala Tourism’s pavilion, themed “A Wonderful World,” highlights the state’s vibrant cultural diversity. However, designer Laksmi Menon, co-founder of the innovative Chekutty doll, advocates for a fresh approach to how these art forms are presented on the global stage. She asserts that showcasing the intricate details and storytelling elements of Kathakali is esse.