Nature offers Keralites a major source of pride, jobs and income

(Photo: dance, Kerala, courtesy Wikimedia.)By Sunil ManiSunil Mani is a visiting professor, Centre for Development Studies, and Ahmedabad University, both in India. The views expressed are personal.EXTRACTSOver centuries, Keralites have advanced the use of Ayurvedic and other nature-based remedies to treat back and joint pain, allergies, diabetes, insomnia, stress and other ailments. They grow jackfruits, mangoes, pineapples, cashews, and other fruits. A long tradition of cooking offers toddy-appams, coconut-based fish and meat curries, payasams and halvas. Visitors are entertained with Kathakali, Mohiniyattam, Theyyam, Kalaripayattu, and other dances and cultural attractions.Not surprising then, that, tourism and medical tourism are an important pillar of Kerala’s economy. It is one of the state’s largest employers, generates thousands of small and several big entrepreneurs, contributes significantly to a more balanced economic development across the state, and earns foreign exchange for India.However, Kerala’s tourism industry faces major challenges. They include congested roads, impact of climate-change, and, most important, competition from Sri Lanka, Vietnam, Thailand, and the Maldives.Up until a decade ago, Kerala was far cheaper for foreign tourists. In 2026, the total costs for a ten-day trip, for a British or American couple, to Kerala, Vietnam and Sri Lanka are roughly the same.Travel to Kerala is becoming more expensive due to higher costs, especially of unskilled labor and real estate. Daily wage rates in Kerala are among the highest in India. It is being driven up by a combination of powerful labor unions and a highly educated workforce, which avoids manual labor. Ironically, Kerala, which exports labor to the Persian Gulf countries, imports unskilled labor - around three million - from the poorer regions of Bihar, West Bengal, and other Indian states.Then, demand for homes and other real estate in Kerala keeps rising, from relatively affluent Keralites working outside the state, especially those in the Persian Gulf countries. This has sharply boosted prices of land and construction costs.There is then climate-related risks, though this also applies to competing tropical tourist destinations. In 2019, for instance, the summer and monsoon tourism business, across much of Kerala, was severely hurt by heavy rain, floods, and landslides. There was also a highly publicized outbreak of the Nipah virus and fears of flood-related communicable diseases, particularly leptospirosis (rat fever), dengue fever, influenza, and hepatitis A.Given the challenges, entrepreneurs, officials, and policy makers in Kerala must recognize that the state’s advantages in tourism needs to be nurtured and strengthened, or it can evaporate quickly. There are no compelling reasons for foreign tourists to spend their money in Kerala. Sri Lanka, Vietnam, Thailand, and the Maldives also offer beaches, forests, and birding, good food, and massages, yoga, and other nature-based wellness treatments.The example of the cashew industry in Kerala offers a good lesson. In the mid-1990s, Vietnamese delegations visited Kollam to learn about Kerala’s cashew nut processing operations. By 2006, using automation and favourable government labor and other policies, Vietnam overtook India as the leading exporter of cashew nuts. Meanwhile, Kerala’s cashew agro-industry was unable to cut costs and improve quality, severely damaging the state’s centuries-old dominance in the global supply of the nuts.Unlike Vietnam and Sri Lanka, Kerala offers a rare blend of ancient, proven Ayurveda-based medical services and numerous leisure attractions. Will Kerala’s advantage soon disappear due to complacency and neglect or since it is being copied by rivals? Or, will those in Kerala’s tourism business focus on improving quality and services and lowering costs, thereby continuing to attract more foreign tourists?This essay will be part of the book, Kerala and Keralites: The Promise and Challenges. The book is a collection of essays and interviews from the Global Indian Times, edited by Ignatius Chithelen and Cherian Samuel. Bryant Park Publishers. Publication date July 2026. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.globalindiantimes.com