About Us
Cherai Tourism: Pioneering Sustainable Destination Excellence
Who We Are – The Voice of Cherai Hospitality
Cherai Tourism, officially known as the Cherai Beach Hotels & Resorts Development Forum (CBHRDF), is a government-registered, non-profit organization established in 2010. As the apex trade body representing the tourism and hospitality sector in Cherai, we unite leading resorts, hotels, homestays, serviced villas, tour operators, and experience providers across Pallippuram Panchayath.
We are more than just an association — we are the custodians of Cherai’s tourism vision. Our mission is to promote responsible, inclusive, and sustainable tourism that benefits both visitors and the local community. Cherai Tourism serves as a collective voice for the industry, engaging with government bodies, uplifting standards, and leading campaigns under five strategic pillars: Promote, Protect, Prevent, Pioneer, and Prosper.
Through innovation, collaboration, and shared pride, we strive to position Cherai as a global benchmark for ethical, future-ready coastal tourism rooted in culture, nature, and community well-being.
PROMOTE
PROTECT
PREVENT
PIONEER
PROSPER
🎯 Our Mission Is Twofold
To champion sustainable and ethical tourism, preserving Cherai’s ecological balance, cultural richness, and coastal charm for future generations.
To empower the hospitality sector and local communities, fostering dignity, shared prosperity, and long-term resilience.
Our Commitment to Destination Stewardship
Cherai Tourism undertakes a diverse array of initiatives:
Research & Policy Studies – To inform development, investment, and training strategies.
Conservation of Ecosystems & Heritage – Ensuring tourism reinforces — not replaces — local identity.
Capacity-Building Programs – For tour operators, taxi drivers, entrepreneurs, and community members.
Government Coordination – With Tourism Department, Panchayath, Police, Excise, FRRO for safe governance.
Entrepreneur Mentorship – Supporting sustainable practices and value-driven experiences.
Through this collaborative and holistic approach, Cherai Tourism acts as a model for village-based destination governance — aligning local aspirations with global best practices.
Our Journey – A Legacy of Leadership & Innovation
In 2010, a visionary group of hoteliers and community leaders recognized Cherai’s potential and formed Cherai Tourism (CBHRDF).
Their mission: build a transparent, inclusive, and sustainable destination.
Our Mission & Vision
Mission
To build a thriving, inclusive, and sustainable tourism ecosystem in Cherai by serving and supporting stakeholders, while enhancing both visitor experiences and community well-being.
Vision
To establish Cherai as a global model of responsible coastal village tourism, where economic prosperity, environmental stewardship, and cultural integrity go hand in hand.
What We Do: The 5 Strategic Pillars (2010–2030 Vision)
A. PROMOTE
- Advocate hospitality excellence through government, media, and community platforms.
• Strengthen branding and visitor engagement through storytelling and campaigns.
B. PROTECT
• Defend member interests from harmful policy or industry practices.
• Ensure ethical alignment with the Tourism Regulation & Protection Act (TRPA).
C. PREVENT
• Oppose unjust workplace or business legislation.
• Advocate for fair regulation of digital platforms and unregistered accommodations.
D. PIONEER
• Lead in sustainability, DEI, and safety standards.
• Create unique cultural and culinary experiences rooted in Cherai’s heritage.
E. PROSPER
• Upskill local youth and hospitality workers.
• Drive job creation and inclusive growth across the tourism economy.
🏆 Our Impact & Milestones
Cherai Tourism’s pioneering efforts have redefined coastal tourism by aligning tradition, innovation, and community.
15+ strategic initiatives
30+ curated experience packages
Setting national benchmarks for responsible, inclusive, and future-ready tourism.
📘 Foundational Milestones
📍 Cherai’s first tourism guide, brochure, and map
🏃 Kerala’s first Responsible Tourism Marathon
🛍️ Tourist Info Center & Cultural Shop
🌐 Represented Cherai at Kerala Travel Mart (KTM)
💻 Launched cheraitourism.com – the official digital platform
🌱 Sustainability & Community Leadership
🧹 “Clean Cherai, Green Cherai” – post-flood beach clean-ups & waste programs
🏛️ Advocacy, Dialogue & Government Collaboration
Active role in state and national tourism policy discussions
Representing local stakeholder perspectives in key decision-making forums
🤝 Strategic Collaboration with Government
We work closely with:
Police, Excise, FRRO, Local Government, Health Department
Ensuring safe tourism, compliance, and public trust
Our Highlights:
📜 Vision 2030 White Paper
💉 COVID-19 vaccination drives
🤝 MoUs with Muziris Heritage Project & Matsyafed
🌿 Environmental & Sustainability Initiatives
🌱 Cherai Green Mission – Biodiversity conservation
🏨 The Green Host – Eco-certification program
💚 The Mother Promise – Community pledge for future generations
🤖 Innovation & Digital Transformation
🤖 Arya AI/AR/VR Concierge – Kerala’s first
📘 Cherai Passport + AR/VR – Loyalty through storytelling
🗞️ Voice of Cherai – Digital magazine for local narratives
🎓 Education, Heritage & Culture
🌐 Cherai Future Exchange – Global youth learning hub
🐾 VEERU the Mascot – Kerala’s first eco-tourism mascot
⚖️ Ethical Tourism & Governance
✊ Only Room for Respect – Industry-wide code of conduct
📜 TRPA – India’s first grassroots tourism legislation
🍽️ Culinary Innovation & Social Change
🫱 SAHO – Food of Unity
🐟 Samudra Sadya – First seafood Kerala Sadya
💖 Global Connection & Community Pride
❤️ We Love Cherai Campaign
📽️ Cherai Calling – Traveler storytelling
🌍 Cherai Ambassador Program – Global advocacy
🧭 Our Curated Experiences
Over 30+ curated packages across 15 themes:
Cultural | Culinary | Wellness | Spiritual | Adventure | Lifestyle
Nature & Wildlife | Historical | Educational | Family | Romantic | Business
Authentic, inclusive, and transformative — positioning Cherai as Kerala’s most versatile destination.
✅ Why Cherai Tourism Matters
🏨 For Hotels, Resorts & Homestays
🛡️ Legal protection & unified policy voice
🌐 Digital presence via Arya & CheraiTourism.com
🏆 Access to awards & joint promotions
📈 Workforce development & DEI training
🌍 Participation in travel marts
🧾 Full member support: legal, welfare, branding
✅ Green certification & sustainable branding
👉 Joining Cherai Tourism is an investment in your future.
🧳 For Tourists
Support ethical tourism
Authentic, high-quality local experiences
Travel smart with AI + human hospitality
🏝️ For the Community
Tourism becomes a tool for jobs & dignity
Inclusive growth for youth, women & artisans
🌱 For the Future
Protecting nature & heritage with purpose
🤝 A Shared Future
The initiatives and experiences led by Cherai Tourism form a living blueprint for transformational tourism.
Tourism in Cherai is not just experienced — it’s lived with purpose, shared with pride, and sustained with responsibility.
We invite visionaries, creators, institutions, and changemakers to join hands and shape the future together.
Top Experiences in Cherai
Spiritual
Native
Wellness
Culinary
Historical
Cultural
Nature
Village Life Experience
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