{
  "id": 12185815,
  "title": "State to unveil ‘Brand Wayanad’ to position Wayanad as a safe, sustainable global destination",
  "url": "https://urgent.news/2026/10/05/state-to-unveil-brand-wayanad-to-position-wayanad-as-a-safe",
  "topic": "world",
  "section": "World",
  "published": "2026-10-05T16:24:25.000Z",
  "source": {
    "name": "The Hindu",
    "slug": "the-hindu",
    "url": "https://www.thehindu.com/news/national/kerala/state-to-unveil-brand-wayanad-to-position-wayanad-as-a-safe-sustainable-global-destination/article71547322.ece"
  },
  "original_language": "en",
  "account": "The Kerala state government plans to introduce 'Brand Wayanad' as part of a 100-day action plan to transform the region's tourism destinations into globally recognized brands. This initiative aims to promote responsible tourism, modernize homestays, and position Wayanad as a safe and sustainable global destination. By showcasing the region's unique ecosystem, lifestyle, and culture, 'Brand Wayanad' intends to present Wayanad not just as a tourist spot, but as a distinctive experience that encompasses nature, heritage, and local traditions.\n\nKey elements of the project include promoting Wayanad coffee, spices, traditional rice varieties, honey, and local cuisine, as well as integrating agricultural life, tribal heritage, and rural experiences into tourism offerings. The GI-tagged 'Wayanad Robusta Coffee' will be promoted as a premium brand through a 'farm-to-cup' model. To preserve the region's indigenous tribal culture, the 'En Ooru' heritage village will be expanded, alongside the establishment of a Tribal University and a Heritage Knowledge Centre at a cost of ₹50 crore.\n\nThe 'Wayanad CSR Exchange' (Bhoomi portal) and an 'E-Waste-Free Drive' will also be implemented to encourage corporate participation and environmental protection. The 'Experience Wayanad' concept aims to introduce travelers worldwide to the diverse experiences Wayanad has to offer while creating more opportunities for local youth, women, and tribal communities. The project will be launched on October 6 and 7, featuring the Brand Wayanad Vision announcement, inauguration of projects, and cultural programs on the first day. A guided tour of the Thirunelli Circuit, a visit to Chekadi Farm, and a coffee experience will be organized on the first day, with cultural programs held at En Ooru from 6 p.m. The public can enjoy the 'En Ooru' Live Experience Zone, which will showcase tribal lifestyles, food festivals, handicraft exhibitions, and community experiences from 10 a.m. to 5 p.m. both days. The 'Brand Wayanad' project will be unveiled by Tourism Minister P.C. Vishnunadh in the presence of Agriculture Minister T. Siddique at Vythiri Village Resort.",
  "summary": "The aim of the project is to present Wayanad in the global market not merely as a tourist destination, but as a unique ecosystem offering experiences of its nature, lifestyle and culture.",
  "key_points": [
    "Kerala government unveils 'Brand Wayanad' initiative",
    "Focus on responsible tourism, modern homestays",
    "Project aims to position Wayanad as global destination"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}