Reviving Heritage: Traditional Products as Catalysts for Tourism Growth in Kerala, India

Publication Details

Publication Date

10/11/2026

Volume / Issue

Vol 1, Issue 6 (2026)

Article No.

051

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-R47FCR8L

Received

19 Oct 2026

Views

19

Downloads

9

Abstract

Tourism in North Kerala stands at a fascinating crossroads, where ancient craft traditions meet the aspirations of a new generation of entrepreneurs. This study examines the role of traditional handicrafts in driving tourism development across the region, with particular attention to the entrepreneurial possibilities that lie within this sector. For many travellers, handmade crafts are not merely decorative objects they are tangible encounters with Kerala’s living cultural identity. Artisans, tourists, and local stakeholders who participated in this study were consistent in one view: tourists genuinely prefer authentic, handmade products over mass-produced alternatives. Yet the sector faces real and persistent difficulties. Poor infrastructure, limited access to wider markets, inadequate training opportunities, and the fragmented integration of crafts into formal tourism packages all hold the industry back. The findings confirm a meaningful positive relationship between handicraft activity and artisan incomes, pointing clearly to the need for well-targeted support. Policy priorities that emerge from the study include building stronger market linkages, developing dedicated craft-based tourism circuits, investing in capacity building, and ensuring that institutional support is both responsive and sustained. One concern that the data highlight is a generational shift: despite a growing interest in tourism-driven enterprise, younger people are being deterred by limited career prospects and poor financial stability. Addressing this requires more than goodwill it calls for concrete government incentives, fairer wage structures, and creative marketing approaches that enhance both the perceived and actual value of traditional products. In the longer run, diversifying the craft portfolio, adopting fresh marketing strategies, and ensuring that artisans can earn a decent living from their skills are all essential for sustainability. Ultimately, preserving indigenous crafts as a core thread of Kerala’s tourism identity will require committed collaboration among governments, communities, artisans, and the private sector.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.