Celebrating the People Behind Northern Kerala’s Finest Experiences

What transforms a destination into an unforgettable experience? More than monuments, landscapes, or attractions, it is the people—their warmth, traditions, stories, and hospitality—that leave a lasting impression. Malabar Showcase Handbook is a tribute to these people and the experiences they create across the culturally vibrant region of Northern Kerala.

This is more than a travel guide; it is a testament to how a tourism platform can work hand in hand with on-ground stakeholders to shape a destination. Rooted in Northern Kerala, this book reflects the collaborative efforts of local communities, artisans, historians, and cultural practitioners who are actively reimagining tourism as an inclusive, people-first experience. It documents how heritage, ecology, and everyday life come together to create journeys that are authentic, responsible, and deeply connected to the land.

For the global traveller, Northern Kerala is still an unfolding story. While many believe they have already "experienced Kerala," this handbook gently reveals another side of the region, one that is human-centric, culture-rich, and heritage-oriented. Through its pages, even seasoned visitors will discover that beyond the familiar backwaters and houseboats lies a living landscape of ritual arts, colonial legacies, culinary traditions, and coastal villages, inviting them to see Kerala anew.

Published as the official souvenir of Malabar Tourism Meet (MTM) 2025, this handbook is edited by Muhammed Shihad, Founder of City Heritage, under the visionary leadership of Sajeer Pallikkal, President of the Malabar Tourism Council, and Rajeesh Raghavan, Secretary. The book was officially released at the Malabar Tourism Meet (MTM) held at Hotel Tiara by MPS in Kozhikode on August 30, 2025. The release was performed by Jose Pradeep, President of Kerala Travel Mart, in the presence of leading tourism stakeholders, hospitality professionals, and industry representatives from across the region.

More than a travel expo, Malabar Tourism Meet 2025 serves as a dynamic platform that brings together tourism stakeholders from across the region, fostering partnerships, creating new business opportunities, and showcasing the natural beauty, cultural diversity, and authentic heritage experiences of Malabar to the world.

- City Heritage Participates in Malabar Tourism Meet 2025.

The Malabar Tourism Council (MTC), established in 2022, is a collective of tourism and hospitality professionals dedicated to promoting Malabar as a premier travel destination. Bringing together tour operators, travel agencies, hotels, resorts, experience providers, and tourism entrepreneurs, MTC works to strengthen the tourism ecosystem of North Kerala through collaboration, networking, capacity building, and destination promotion.

As the council's flagship initiative, Malabar Tourism Meet (MTM) 2025 highlights the cultural, natural, and experiential richness of Malabar while connecting the region with national and international travel markets. Through such collective efforts, MTC continues to position Malabar as one of India's most promising destinations for domestic, inbound, and global travellers.

- City Heritage Founder Muhammed Shihad with Sajeer Pallikkal, President of the Malabar Tourism Council, and Rajeesh Raghavan, Secretary.

Stretching between the majestic Western Ghats and the vast Arabian Sea, Malabar is a land blessed with rich history, diverse cultures, vibrant traditions, remarkable hospitality, and breathtaking natural landscapes. The handbook captures this essence by focusing not merely on places, but on the people who bring these places to life.

One of the most heartwarming stories featured in the book is that of Moosa and Faiza Moosa and their renowned French Loge in Kozhikode. Their story begins from the Ayisha Manzil in Thalassery and it represents the finest traditions of Malabar hospitality, where guests are welcomed not as customers but as members of the family. Visitors are invited into their home to experience every stage of traditional Malabar culinary culture—from purchasing ingredients and preparing dishes to sharing meals together. It is hospitality rooted in affection, generosity, and genuine human connection. The Malabar Tourism Meet (MTM) honoured Moosa with the prestigious Lifetime Achievement Award, presented by Kozhikode Mayor Dr. Beena Philip, in recognition of his remarkable contributions to Malabar’s hospitality and tourism sector.

- At the event, Moosa was honoured with the Lifetime Achievement Award by Kozhikode Mayor Dr. Beena Philip.

The handbook also chronicles the inspiring journey of Shabeer Aslam and Nexstay, a hospitality venture that began in Kozhikode and grew into one of South India's notable tourism brands. Similarly, the story of culinary ambassador Abida Rasheed highlights how food can become a bridge between cultures. Through her immersive cooking experiences, visitors discover the authentic flavours and traditions of Malabar cuisine.

Innovation and sustainability form another important theme throughout the publication. The work of the Association of Responsible and Experiential Tourism Entrepreneurs of Malabar (ART-M) showcases how community-driven tourism can create meaningful experiences while preserving local heritage. Likewise, the entrepreneurial journey of Ahmmed Nihad, whose passion evolved from the historic Valiyangadi market of Kozhikode into the expanding Silver Moon Travel and Tourism, demonstrates how local dreams can achieve regional significance.

Among the many inspiring stories is that of Haris, founder of Seashell Haris Beach Home in the tranquil coastal village of Adi-Kadalayi, Kannur. His vision was never simply to operate a business but to create lasting memories for visitors through sincere hospitality and personal care. Along the shores of Kasaragod, Vitamin Sea, located near Shiriya Beach, offers another example of how heritage, comfort, and coastal beauty can merge to create exceptional visitor experiences.

The handbook dedicates significant attention to the role of heritage preservation in tourism development. The story of City Heritage is particularly noteworthy. Beginning with documentation of Kannur’s matrilineal family kitchens and culinary traditions, the organization has evolved into a pioneering institution for heritage research, conservation, interpretation, and cultural curation. Through storytelling walks, heritage trails, and community engagement, City Heritage has helped visitors and local communities rediscover the rich historical layers of Malabar.

Another remarkable example of heritage sustainability is found in the story of Badayakandi Basheer and Gudhaam. What was once a traditional warehouse in Kozhikode's historic Gujarati Street has been transformed into a vibrant cultural cafe and exhibition space. The project beautifully illustrates how heritage structures can be adapted for contemporary use while preserving their historical significance.

Healthcare and wellness tourism also receive thoughtful attention. The handbook highlights Great Hornbill Resort in Nilambur, founded through the vision of T.P. Prasannan, where Ayurveda, nature, and experiential tourism converge amidst teak forests. In Kasaragod, the stories of SandalMist Resort and Spa and Thirumumbu Heritage Agri Tourism Centre demonstrate how wellness, agriculture, culture, and rural experiences can be integrated into meaningful tourism offerings.

The publication further explores the sustainable tourism model of Iravanji Valley, where rivers, hills, farms, and local communities combine to offer immersive experiences that remain in the memory long after a journey ends.

Food remains a central theme throughout the handbook. Visitors are introduced to the culinary experiences of Chef Sameera Mehaboob in Kannur, whose home-based culinary sessions allow guests to discover the authentic tastes of Malabar. Through such stories, the book reveals how the region’s celebrated matrilineal family traditions have preserved unique recipes, snacks, and culinary practices across generations.

The cultural richness of Malabar is further reflected in chapters dedicated to Theyyam, one of Kerala's most extraordinary ritual art forms. Through the efforts of Travel Kannur, visitors gain opportunities to witness and understand this vibrant tradition that transforms sacred groves and temple grounds into living stages of devotion and performance between October and May each year.

Traditional martial arts and folk traditions also find a place within the handbook. The story of CVN Kalari Kozhikode, led by Sri Sunil Kumar Gurukkal, highlights the enduring legacy of Kalaripayattu, widely regarded as one of the world's oldest martial arts systems. Equally unique is the story of Zaby's Pet Station in Kannur, where a personal passion for animals has evolved into an engaging visitor experience.

Beyond tourism and culture, the handbook acknowledges the institutions driving Malabar's broader development. The story of the Malabar Chamber of Commerce (MCC) traces its journey from its establishment in 1929 to its contemporary role as a catalyst for economic growth, tourism development, and international engagement. MCC's efforts continue to position Malabar as a globally competitive destination for tourism and hospitality.

The handbook concludes with stories that represent the emerging face of modern Malabar, including Dr. Mayan's pioneering work in dental tourism. His initiative demonstrates how healthcare excellence can be combined with hospitality and travel experiences, further diversifying the region's tourism offerings.

More than a tourism publication, Malabar Showcase Handbook is a celebration of people, passion, and place. It captures the spirit of a region where hospitality is a way of life, heritage is cherished, culture remains vibrant, and innovation continues to shape the future. Through its collection of inspiring stories, the handbook presents Malabar not simply as a destination to visit, but as a living experience to be felt, shared, and remembered.

For anyone seeking to understand the soul of Malabar, this handbook serves as both an introduction and an invitation—a journey through the people whose dedication, creativity, and warmth make Malabar one of India's most remarkable cultural landscapes.