Questions raised on Kerala’s overreliance on Kathakali on global tourism platforms

Artists in Kathakali costumes were featured at the Kerala Tourism pavilion at the London World Travel Market 2024. However, there are concerns about overdependence on Kathakali as the face of Kerala in international branding, leading to a loss of freshness. Some suggest presenting the art form in a new perspective to global audiences to maintain interest. While some argue that iconic art forms like Kathakali help Kerala stand out internationally, others feel that a broader representation of Kerala’s cultural diversity is needed. Ultimately, finding a balance between tradition and innovation is key for Kerala Tourism’s international branding efforts.