International Journal of Contemporary Research In Multidisciplinary, 2025;4(4):364-368
A Strategic Framework for Branding Kannur District as an Emerging Tourism Destination
Author Name: Neepa Premodh; Dr. A Ravi;
Abstract
Kannur District in Kerala possesses diverse tourism assets – scenic beaches, lush wildlife, rich cultural heritage (e.g. Theyyam ritual arts and historic forts) and emerging eco-tourism sites like Aralam Sanctuary. Yet it remains underbranded compared to Kerala’s iconic locations. This empirical study (combining recent tourism statistics and stakeholder perspectives) examines trends and proposes a strategic branding framework. Data from Kerala Tourism (2021–2023) show that Kannur’s domestic tourist arrivals surged from 346,406 to 854,838 post-pandemic, while foreign arrivals rose from 81 to 2,431. However, challenges include limited international awareness and infrastructure gaps (e.g. parking, safety) identified in visitor surveys. The proposed framework emphasizes product development (highlighting Kannur’s beaches like Payyambalam, Muzhappilangad, heritage forts; Theyyam festivals and Aralam eco-trails), marketing strategies (integrated digital and traditional campaigns, leveraging the “God’s Own Country 2.0” wellness/eco-tourism narrative), infrastructure enhancements (upgrading transport, facilities and leveraging Kannur International Airport), and stakeholder engagement (community-based and Responsible Tourism initiatives). The framework aligns with Kerala’s 14th Five-Year Plan vision of PPP-driven district tourism hubs. By integrating recent visitor data, local surveys, and planning guidelines, this study offers actionable steps to position Kannur as a vibrant emerging destination.
Keywords
Kannur tourism, destination branding, Kerala tourism, beach tourism, stakeholder engagement, strategic framework, tourism marketing, eco-tourism