The 12th Kerala Travel Mart (KTM-2024) is scheduled to take place from September 26 to 29, 2024, in Kochi, showcasing Kerala’s robust presence in the global tourism sector.
KTM-2024 is India’s largest tourism and hospitality conclave, attracting delegates from around the world. This event will further bolster the growth of Kerala Tourism, which is already on a significant upward trajectory. The announcement was made by Mr. P.A. Mohamed Riyas, Minister for Tourism, Kerala, during a press conference in Thiruvananthapuram on October 12, 2023. The conference was attended by the KTM Society’s office-bearers, who are the event organizers.
The inaugural ceremony of this flagship event will be followed by three sessions at the Sagara and Samudrika convention centers on Willingdon Island from September 27 to 29, 2024.
Leading up to KTM-2024, there will be a pre-mart tour from September 22 to 26, involving media professionals, vloggers, and influencers. There will also be a five-day post-mart tour across Kerala starting on September 30, exclusively for select buyers of KTM-2024.
Buyers attending this event will come from countries such as the USA, UK, Russia, the Middle East, South Africa, and various European nations, including Scandinavian countries. The organizers mentioned that the long-standing emigration of Malayalis to other countries has facilitated interest in Kerala among residents of those regions, encouraging them to explore the state.
KTM Society, established in 2000, is the largest organization in India’s travel and tourism sector. The biennial KTM event is considered Asia’s largest tourism gathering with strong international representation.
Mr. Riyas highlighted that Kerala Tourism has rapidly recovered from the challenges posed by COVID-19 and is now making significant progress. The state has set records for domestic tourist arrivals during the first half of the year, and foreign tourists are also showing increased interest in visiting Kerala.
He emphasized that new tourism products and initiatives, such as Keravan Kerala, Wedding Destinations, Responsible Tourism activities, identifying unexplored tourism centers, Health-Wellness tourism, and Adventure Tourism, have received a positive response from both India and abroad. These models are being implemented with the active participation of local bodies and private stakeholders.
Mr. Riyas also shared information about the ‘Kireedom’ bridge, the first project to be completed under the Cinema Tourism initiative, and the upcoming MoU for Heli Tourism set to be signed in December this year.
The Minister underlined Kerala’s commitment to sustainable tourism practices, activities that promote gender equality, and ensuring benefits for the local community. He mentioned that the new tourism policy aims to strengthen the tourism industry while taking into account the welfare of stakeholders. The government is open to accepting and implementing new ideas from the travel and hospitality industry.
Mr. Riyas expressed his support for the run-up activities to KTM 2024, which is expected to boost the tourism sector and the industry. Business sessions during KTM 2024 will be held from September 27 to 29, while the general public can visit the expo on September 29.
The 12th KTM will place a special focus on Kerala as a wedding destination, utilizing the opportunity presented by overexposure to tourist spots outside the state. Kerala offers a unique blend of beaches, backwaters, forests, tea gardens, lush landscapes, rich culture, culinary diversity, and robust infrastructure and transportation networks. It remains an ideal destination for travelers.
Apart from promoting Responsible Tourism, the upcoming KTM will work to boost MICE (meetings, incentives, conferences, and exhibitions) tourism. Leisure destinations in Kerala are equipped to host a variety of MICE events, making the state an attractive location for such activities.
Cruise tourism is another area of focus for the 12th KTM, with authorities optimistic about attracting potential buyers from this segment.
The press conference featured key officials, including Mr. K. Biju IAS, Secretary, Kerala Tourism; Mr. P.B. Nooh IAS, Director, Kerala Tourism; Mr. S Prem Krishnan IAS, Tourism Additional Director (General); and Ms. Sikha Surendran IAS, Managing Director, Kerala Tourism Development Corporation, along with Mr. Jose Pradeep, President, and Mr. S. Swaminathan, Secretary of KTM Society. The Immediate Past President of KTM, Mr. Baby Mathew Somatheeram, and Past President Mr. EM Najeeb were also present.
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