Kerala's cultural diversity on show at London tourism market

The Kerala Tourism pavilion at the World Travel Market (WTM)London from November 5 to 7, attracted significant interest, officials said. The event served as a key platform for destinations, tourism buyers, and sellers from across the globe.

The pavilion showcased Kerala’s cultural diversity, featuring live Kathakali and Mohiniyattam performances. The Kerala delegation, led by Tourism Director Sikha Surendran, included representatives from various segments of the tourism industry.

The pavilion was inaugurated by the Indian High Commissioner to the UK, Vikram K. Doraiswamy. Speaking at the event, Tourism and Public Works Minister P A Mohamed Riyas said that Kerala's participation in WTM was aimed at boosting the state's appeal to foreign tourists. “Kerala promotes the idea of a tourism destination suitable for all seasons. New destinations and innovative tourism circuits are being introduced,” he explained.

Steady growth in foreign arrivals

Mr Riyas also noted that Kerala has seen steady growth in foreign tourist arrivals and expressed hope that discussions at the fair would help attract more visitors from the UK in the coming season.

In addition to Kerala Tourism, a range of local businesses were represented at the fair, including hotels, resorts, Ayurvedic centres, and tour operators.

Tourism secretary K Biju said Kerala’s involvement in global trade fairs like WTM helps maintain its position as a preferred destination for international tourists. “The arrival of tourists from foreign markets, including the UK, will increase through the commercial partnership discussions with industry representatives,” he said.

With the UK being a key market for Kerala’s tourism, industry experts suggest that the event could lead to an increase in promotional efforts aimed at British visitors shortly. However, the full impact of the fair will likely become clearer once follow-up discussions take place in the coming weeks.