‘The theme of KTM this year is to promote village experiences, weddings and MICE’

How has KTM contributed to the growth of tourism in Kerala?

Abraham George

KTM was started exclusively to market Kerala as a brand. Participants include small tour operators to big travel companies as well as hotels. It is a total convergence of tourism partners and stakeholders and entrepreneurs. We have grown from 90 members in the initial years to 700 members today. The aim of the Travel Mart is to sell Kerala and the tourism products of our members. We have around 300 international buyers this year who have been pre-selected and pre-registered. Of these, 50 per cent are new buyers, participating in KTM for the first time.

Has Kerala grown beyond traditional tourism products like leisure to more sophisticated niche products like MICE and Adventure tourism?

Yes. Though the leisure segment is still strong, we are focusing on MICE and niche products. In fact, the theme of KTM this year is to promote village experiences, weddings and MICE.

How has Kerala Tourism supported KTM in the past and what more is expected of the state government to drive tourism revenues in the state?

KTM is a PPP between the tourism department and the KTM Society. The tourism department has been actively involved in KTM since the beginning and gives the Mart all the support required to promote our joint aim of marketing this incredible tourism destination in India.