In a bid to encourage solo women travel in the state, Kerala Tourism has launched an initiative the Swathanthra Yathrika (Independent Women Traveller) project to encourage female riders and self-drives to satisfy their wanderlust. Currently, the project is carried out on an experimental basis at Beypore, Kozhikode. The project took off on March 31 in association with the World of Women group. The first drive saw over 30 participants for the first trip which started from Godeeshwaram Beach.Kerala Tourism plans to expand the project across the state in the near future. In a recent press conference, Tourism Minister P A Mohammed Riyas said that the tourism sector is currently struggling in the state. The minister also introduced Maya, a WhatsApp virtual assistant by Kerala Tourism that will guide women bikers and self-drivers who travel across the tourist destinations.Kerala Tourism also launched another innovative campaign to attract travellers to various destinations in the state. Titled Revenge Tourism, the initiative aims to inspire people who could not travel due to the COVID 19-related restrictions.