Monsoon makeover for Goa, Kerala, Assam

'Off-season' now turning tourist time in these states

- VAISHALI DAR

STATES OF GOA, Kerala and Assam are increasingly making the most of monsoon with several offerings to attract tourists in what has traditionally been known as 'off-season'.

Goa tourism minister Rohan Khaunte recently announced promotion of alternative experiences that showcase 'Goa beyond beaches'. The tourism department has launched monsoon campaign #GlowOnArrival as a season of rest, renewal and reconnection. From June to September, the state celebrates festivals and events like São João and Chikhal Kalo, which promote gastronomy, experiences and adventures like nature treks, plantation visits, and immersive village tourism.

Promoting Kerala as a year-round destination, the state tourism department is continuing multi-pronged efforts to encourage more family travellers, particularly from north India. The tourism department has launched a campaign 'Hello Zindagi' to highlight serene backwaters and wellness retreats, cultural immersions and holidays for kids and parents.

"GOA IS STEADILY reshaping the narrative around monsoon tourism with monsoon months now emerging as a time for rich cultural experiences and meaningful travel. This evolving perception is reflected in the steady rise in tourist footfall during the rainy months," Kedar Naik, director of tourism, Government of Goa, told FE.