In a major boost to Kerala’s tourism sector, the Kerala Travel Mart (KTM) 2024, held recently in Kochi, recorded its highest-ever attendance, attracting 2,839 buyers from around the world. This marked a significant increase from the previous high of 1,305 buyers in 2018. The four-day event, Asia’s largest tourism industry gathering, followed a strong government-led tourism revival effort after the Wayanad monsoon tragedy.
KTM 2024, which concluded on September 29, saw a significant presence of international participants, with 804 foreign buyers from 76 countries. The largest group came from Europe, with 245 participants, including 67 from the UK. Other notable international attendees included 60 from West Asia, 55 from the US, 41 from Africa, and 34 from Russia. On the domestic front, Maharashtra led the list with 578 buyers, followed by Delhi (340) and Gujarat (263).
Inaugurating the event, Kerala Chief Minister Pinarayi Vijayan had emphasized the government’s focus on making Kerala a leading hub in South Asia for destination weddings and health tourism. “The focal points of KTM 2024 are MICE (meetings, incentives, conferences, and exhibitions) tourism, wedding destinations, and cruise tourism,” Vijayan said, highlighting the state’s potential in these sectors.
Vijayan also announced that Kerala’s tourism industry had not only recovered from the effects of the COVID-19 pandemic but had exceeded pre-pandemic levels. In 2023, the state welcomed a record 2.18 crore domestic tourists, a 15.92% increase from 2022, and 6.49 lakh foreign tourists, representing an impressive 87.83% growth. “Till June this year, 1.86 crore domestic tourists and 3.66 lakh foreign visitors have already explored Kerala,” Vijayan noted.
The biennial Kerala Travel Mart was first launched in 2000 by a group of hoteliers under the non-profit Kerala Travel Mart Society, which now boasts 600 members. The society, supported by contributions from the government and members, was established to create a platform for global travel agents and Kerala’s hospitality and service providers to network and collaborate.
The Chief Minister cited data from the United Nations World Tourism Organization (UNWTO), which indicated that international travel across the Asia-Pacific region is recovering at just 18% of pre-COVID levels. In comparison, India’s national average stood at 48% by the end of 2023. Kerala, however, has outpaced both, with a remarkable 87.83% growth in foreign tourist arrivals.
Tourism Minister PA Mohamed Riyas announced an exciting new initiative aimed at fostering innovation in the tourism sector. In collaboration with industry stakeholders, the Kerala Government is set to establish a first-of-its-kind tourism incubation and innovation center. This center will support startups and encourage new ideas that will further strengthen the state’s tourism offerings.
