In a move to bolster local tourism, Kerala is set to introduce 39 new destinations to its tourism map under the ambitious ‘Destination Challenge’ project. This initiative, led by Kerala Tourism, aims to promote lesser-known locales across the State, reducing strain on popular tourist spots and fostering sustainable tourism practices.
While one destination has already been opened to the public, the remaining 38 are currently in various stages of development. The project, designed to enhance at least one tourism spot in each local body, was initially met with criticism due to slow execution and a lukewarm response from local authorities. However, it has since gained momentum, with the State government recently granting administrative sanction for the development of all 39 sites.
Under the guidelines of the ‘Destination Challenge’ project, the Department of Tourism will fund 60% of the total cost, with a cap of ₹50 lakh per project. The remaining amount is to be contributed by the respective local bodies, either from their own funds or through sponsorships. Additionally, a year ago, the government permitted the use of the MLA’s asset creation fund to help cover the local bodies’ share.
Tourism Minister P.A. Mohamed Riyas expressed confidence in the project’s future, stating that the department plans to complete work on 100 destinations across the State during the government’s second term. The total approved budget for the current batch of projects stands at ₹35.76 crore, with the Tourism Department contributing ₹17.78 crore.
The development of these destinations is spread across 13 districts, with Idukki leading the way with eight projects, followed by six in Ernakulam, and four each in Wayanad and Kozhikode. Notably, no projects have been sanctioned in the capital district of Thiruvananthapuram.
The project is seen as a crucial step toward alleviating the pressure on existing tourist hubs, many of which are located in environmentally sensitive regions. Overcrowding in these areas has raised concerns about sustainability and long-term viability. By spreading tourism across a broader range of destinations, the initiative aims to protect Kerala’s fragile ecosystems while also providing economic opportunities for local communities.
