Kerala gears up for KTM-2024 amid tourism challenges

The twelfth edition of the Kerala Travel Mart (KTM), scheduled to begin in Kochi on September 26, aims to rejuvenate the state's tourism sector in the wake of the recent Wayanad disaster.

This year’s event will focus on responsible tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions), destination weddings, and cruise tourism.

Chief Minister Pinarayi Vijayan will inaugurate the programme on September 26.

Featuring business sessions, the KTM 2024 will take place from September 27 to 29 at the Sagara Samudrika Convention Centre on Wellington Island.

Record participation

This year marks a historic milestone for buyer registrations, surpassing the previous record of 2,800.

The buyers include tour companies, agents, promoters, and tour operators, while sellers consist of hotels, resorts, and homestays. Among these, 2,035 are domestic buyers and 800 are from international markets.

The highest number of buyers in 2018 stood at 1,305. Currently, there are over 2,035 domestic buyers, along with 808 foreign buyers from 76 countries.

Of the 808 foreign buyers, 67 are from the UK, 60 from the Gulf and 55 from the US. There are 34 buyers from Russia, and 245 from the rest of Europe. There will be 41 buyers from Africa, while the others are from East Asia.

The largest number of domestic buyers is from Maharashtra (578), followed by Delhi (340) and Gujarat (263).

Stalls and exhibitors

A total of 347 stalls will be arranged across eight categories, including representations from government agencies such as India Tourism and Karnataka Tourism, along with the State Tourism Department.

A pre-mart tour will also be conducted from September 22 to 26 for journalists, vloggers, and influencers.

Following the mart, post-mart tours are scheduled from September 30 to October 4 for select buyers.

These tours aim to provide various itineraries that showcase Kerala’s rich cultural and artistic traditions, including two special tours to introduce farm stays.

Focus on responsible tourism

KTM President Jose Pradeep told reporters that Kerala’s tourism sector faced sevaral challenges due to continuous floods, the COVID-19 pandemic, and the recent landslides.

KTM Secretary S. Swaminathan emphasised that this year’s focus will be on promoting responsible and sustainable tourism practices.

Founded in 2000, the KTM Society is the largest organisation in India's travel and tourism sector, and the biennial event is regarded as Asia’s biggest tourism gathering, featuring a robust international presence.