The Malabar Tourism Meet (MTM) 2025, a high-impact Business-to-Business (B2B) platform, successfully concluded at Tiara by MPS in Kozhikode. Organized by the Malabar Tourism Council (MTC), the event achieved its goal of placing Northern Kerala on the national and global tourism map by showcasing its rich, untapped potential to a wide spectrum of travel trade stakeholders.
The event organisers of the Malabar Tourism Meet honoured Mr. C.P. Moosa of Ayesha Manzil, Thalassery, for his outstanding contribution to the promotion and branding of tourism in the Malabar region on a global level. Mr. Moosa is one of the few Indians who have been covered by more than 1,000 leading main stream and travel media outlets across the globe, including BBC, CNN, TBW, National Geographic, The New York Times, The Times (London), Travel & Leisure, and Lonely Planet. Ayesha Manzil in Thalassery has received accolades from across the globe for its outstanding hospitality and culinary delights. The Mayor of Kozhikode Corporation presented the award to Mr. Moosa.
B2B Success and Networking Opportunities
MTM 2025 was designed as a crucial networking platform, attracting exhibitors, hosted buyers, and stakeholders from across India. Over 200 local stakeholders and hundreds of travel agents, tour operators, and hospitality leaders connected to forge new collaborations and explore future business prospects for the region. The meet showcased Malabar as a “hidden gem” offering authentic experiences, pristine natural beauty, and a rich cultural heritage.
Mr. Sajeer Padikkal, President of the MTC, highlighted the historical context and the Council’s vision: “From time immemorial, the Malabar region of Kerala has been a hotspot for travel enthusiasts. With two international airports, an abundance of beautiful landscapes, colourful culture, and delicious cuisine, Malabar attracts both Inbound and Outbound tourism. With this in mind, Travel Professionals from the Northern districts of Kerala came together to start the Malabar Tourism Council in 2022 with a vision to promote Malabar as a destination.”
Mr. Rajeesh Raghavan, Secretary of the Malabar Tourism Council, elaborated on the scale and purpose of the B2B meet: “The Malabar Tourism Meet is a B2B event that gathers tourism stakeholders from the Malabar region of Kerala. We featured more than 100 exhibitors from Malabar and other parts of Kerala, and welcomed over 500 travel agents, tour operators, and media delegates from across the country. Thought-provoking seminars and discussions were a major highlight of the event this time. It truly serves as a robust platform for networking, information sharing, and building partnerships between local and international tourism businesses, encouraging the growth of healthy and responsible tourism.”
Focus on Sustainable Growth and Infrastructure
The event emphasized sustainable tourism models that protect the region’s natural resources and rural life while empowering local communities. Discussions centered on promoting a diverse range of tourism products, including farm tourism, eco-friendly practices, and heritage experiences.
Kerala Tourism Minister, P.A. Mohamed Riyas, reaffirmed the government’s commitment, highlighting the state’s ongoing efforts to improve infrastructure, particularly the new national highway, which will significantly enhance connectivity within the region and boost its tourism economy.
A strong display of Government and industry partnerships was evident, with support from various tourism associations and government bodies, including Kerala Tourism. The consensus stressed the necessity of public-private cooperation to realize Malabar’s full potential.
Malabar’s Cultural Wealth and Diversity
MTM 2025 heavily featured Malabar’s unique cultural assets. The meet shone a spotlight on local traditions, its distinct cuisine, and ritualistic art forms like Theyyam, exploring practical ways to integrate these elements to attract international travelers seeking immersive experiences.
Building on the momentum, a separate expert-driven event, the “Gateway to Malabar” tourism conclave, was also held in Kozhikode on August 23, 2025. This conclave brought together industry leaders to discuss the region’s specific potential in niche segments like wedding,adventure, and wellness tourism, further diversifying Malabar’s offerings.
Malabar, with its UNESCO City of Literature (Kozhikode), misty hills of Wayanad, and pristine drive-in beaches of Kannur, is now officially on the radar as a vibrant alternative to India’s more congested tourist circuits, poised to be the next major story in global travel.
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