Malabar's beaches, mountains, rivers, food, heritage and hospitality could help it build a distinct tourism identity and attract destination weddings.
A destination does not always have to borrow someone else's identity to draw attention. For Malabar, the opportunity could lie in putting its own culture, traditions and landscapes at the heart of its tourism story.
During the session 'Celebrating Malabar: Weddings, MICE and Destination Events', experts stated that Malabar does not need to recreate the Kochi model to attract travelers. Instead, the region should look at what makes it different and build experiences and venues around its own culture, landscape and traditions.
Much like Kerala is known as “God's Own Country”, Malabar should also have an identity that presents it as a distinctive face of Kerala. Its culture, heritage and traditions, they said, should be at the heart of how the region develops spaces for gatherings, including weddings.
Amaresh Kumar Tiwari, CEO of Meetings and Incentives World, pointed to the many elements that already give Malabar a strong foundation. Beyond its distinctive food, which has flavors and traditions that are difficult to replicate elsewhere, the region has beaches, rivers and mountains. Bringing these elements together, he said, could help Malabar create a tourism story that is uniquely its own.
Such an approach could also contribute to the growth of the local economy. Tiwari noted that there are significant expectations from MICE (Meetings, Incentives, Conferences and Exhibitions) tourism in India, with the sector recording a compound annual growth rate (CAGR) of 13 percent in the region. He described this as a significant figure in the global context.
Weddings, too, could open up considerable opportunities for Malabar, said Srikant Kanoi, founder of Ethereal Celebration Management and VenueInfluencer.com. When people think of destination weddings, he noted, Jaipur, Mahabalipuram and Goa continue to be among the destinations that come to mind.
Malabar, however, could offer something different if it develops venues rooted in the character of the region. Creating the right infrastructure could not only change the way Malabar is perceived as a destination but also help attract high-profile celebrations, including weddings of film stars who spend crores on their events, Kanoi said.
According to Pramod Lunawat, founder of Marriageuana and Intoxicating Weddings, Malabar already possesses many of the qualities needed to emerge as a distinctive destination — from its natural beauty and rich heritage to its warm and welcoming people. The missing piece, he said, is focused marketing.
He also stressed that greater investment and growth will depend on Malabar, including its hotels, gaining stronger recognition at the international level.
The discussion was moderated by Prem Kamal, Cluster Director of Sales at Leela Raviz Hotels and Resorts.
Published: 02 Oct 2026, 06:07 pm IST
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