The Matoli tradition from ritual practice to regenerative tourism: biodiversity, gastronomy, and social reproduction in Ganesh Chaturthi (Goa, India)

The celebration of Ganesh Chaturthi in India, particularly in Goa, is closely linked to cultural practices that reflect the region’s heritage, traditional values, and ecological awareness. Central to these practices is the Matoli, a decorative canopy composed of locally sourced herbs, fruits, roots, and shrubs, which symbolizes the community’s relationship with its natural environment and connects culinary customs to ritual practices. This study examines how the collection of Matoli elements, in Ganesh Chaturthi, and the preparation of festive foods contribute to biodiversity awareness, community participation, and social cohesion. Drawing on cultural ecology theory, the research adopts a qualitative-dominant mixed-methods approach, combining ethnographic fieldwork, botanical surveys, and semi-structured interviews with local stakeholders. The findings indicate that Matoli functions as an eco-cultural practice that simultaneously preserves biodiversity knowledge, reinforces intergenerational transmission, and strengthens community bonds. Furthermore, the study demonstrates that integrating Matoli-related practices into tourism can support regenerative, community-centered development. Aligned with the Convivialist Manifesto (https://convivialism.org/), we argue that tourism should coexist with host societies without structurally altering or subordinating them, operating instead within a post-neoliberal convivialist logic. By articulating the interconnections between tradition, biodiversity, and gastronomy, the study contributes to advancing regenerative tourism approaches grounded in cultural and ecological sustainability.