A group of content creators associated with the BRICS outreach programme is exploring Kerala, showcasing the state’s rich cultural heritage, distinctive cuisine and renowned hospitality to audiences beyond India.
The visit comes as India hosts the 18th BRICS Summit in New Delhi on September 12 and 13, with the country using the occasion not only for diplomatic engagement but also to present its cultural diversity and tourism potential. The BRICS framework has placed growing emphasis on cultural and people-to-people cooperation alongside political and economic engagement.
During their Kerala visit, the creators are getting an opportunity to experience the state beyond conventional tourist attractions. Their focus includes local traditions, food, lifestyle and the hospitality that has long been associated with Kerala.
Food is expected to be an important part of the experience. Kerala's cuisine reflects the state's long history of interaction with different communities and trading cultures. Its culinary traditions include a wide range of vegetarian and non-vegetarian dishes, with rice, coconut and locally sourced spices forming an important part of the food culture. The state's Malabar, central and southern regions also have distinctive culinary traditions shaped by different historical influences.
For the creators, such experiences provide an opportunity to tell stories through photographs, videos and social media posts, giving international and BRICS audiences a closer look at everyday life in Kerala. Rather than presenting the state only through well-known tourist locations, the visit highlights food, people, traditions and local experiences that form part of Kerala's identity.
The initiative also comes at a time when digital creators are playing an increasingly important role in promoting tourism and regional culture. Food and travel content can introduce lesser-known dishes, local establishments and traditional practices to large audiences, helping create wider interest in destinations.
Kerala's hospitality sector is another major attraction. The state's tourism experience combines hotels, homestays, traditional cuisine, wellness offerings and community-based experiences. The warmth associated with welcoming visitors has also become an important part of the state's tourism image.
The BRICS-related cultural engagement follows a broader effort by India to use the summit as a platform for showcasing its regional diversity. At the New Delhi summit, food and cultural presentations from different parts of the country were incorporated into the experience for international delegates. Special menus highlighted regional Indian flavours, traditional ingredients and millets, while cultural performances showcased traditions from several states.
The Kerala visit therefore adds another dimension to India's BRICS outreach. Through the eyes of content creators, the state's cuisine, cultural traditions and hospitality can reach audiences who may otherwise have limited exposure to India's regional diversity.
The initiative also reflects the wider BRICS emphasis on cultural and people-to-people connections, demonstrating how international cooperation can extend beyond formal meetings and diplomatic discussions into travel, food, culture and shared experiences.
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