Chettinad's heritage hotels, built by the Chettiar community, showcase a blend of exquisite architecture and cultural motifs. Amidst a half-century of economic stagnation, the Chettinad Heritage and Cultural festival was introduced, inspired by successful cultural initiatives in other regions. This annual festival not only promotes local tourism but also generates significant economic benefits and has led to a resurgence in the local artisan community. As domestic tourism replaces international travel, there's a renewed focus on heritage conservation and community growth in the region.
"The annual four-day festival, held every September for the past three years, generates about 2m rupees a day for the local economy and has tripled the number of trained local guides to 12."
"We used to rely on international tourists but after Covid domestic travellers started showing up."
"I was inspired by the Kochi-Muziris Biennale and thought a cultural festival could do for Chettinad what it did for Kochi."
"Economically, there was no growth in Chettinad for half a century. So how do we save such heritage? The only way is tourism."
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