Wedding tourism is future of Kerala tourism; State to be a hub soon

Kerala, the ‘God’s Own Country,’ is setting ambitious goals to establish itself as South Asia’s  wedding destination hub.

Taking part in the ongoing Kerala Travel Mart (KTM) in Cochin, Tourism Minister P A Mohamed Riyas said the State was committed to diversifying its tourism offerings, besides MICE (Meetings, Incentives, Conferences, and Exhibitions).

The anticipated completion of a national highway by next year, alongside the development of greenfield, coastal, and hilly highways will give a push to the State’s tourism plans, he said, “No major destination in the state is more than a few hours away, whether it’s our serene beaches, tranquil backwaters, or breath-taking hill stations,” Mohamed Riyas said.

“With these advantages combined, Kerala has the potential to become the most desirable hub for MICE tourism and destination weddings in South Asia,” he added.

“Kerala provides unique experiences to international visitors, and this is evidenced by the successful hosting of G-20 meetings, " he pointed out.

“Kerala tourism is the way to future”

Currently, Kerala hosts around 15-20 large destination weddings annually, each with budgets ranging from Rs 3-10 crore. Additionally, the state sees 20-30 smaller weddings that typically range from Rs 10 lakh to Rs 1 crore. 
Experts attending a seminar titled 'Kerala Tourism - The Way to the Future' at KTM, emphasized the potential for growth in the destination wedding market.

Rika Jean Francois, Director of International Business Relations at Queer Destinations and founder of Mission Responsible Tourism, from Greece, urged the hospitality industry to adapt to progressive social values.

Joel John, CEO of Rainmaker Events, highlighted the opportunities in the Indian wedding market, estimated at around $130 million.“Wedding tourism is the future of Kerala’s tourism,” he asserted.

Delhi-based wedding planner Rajesh Kumar Harjain, who has organised luxury weddings in Goa and Jaipur, announced his plans to bring high-end wedding experiences to Kerala as well.

Going green with mobile app

A mobile app developed by the Kochi-based startup SPRDH for buyer-seller interactions made life easy for participants at KTM. This app streamlines buyer-seller meetings, allowing participants to pre-book appointments and access detailed seller information. Aiming for a “paperless-plasticless” event experience, SPRDH is also developing an online platform to manage events from registration to execution.

Kerala’s swift rebound in tourism

Kerala has shown impressive resilience in recovering from both the floods and the COVID-19 pandemic, establishing national benchmarks for a swift rebound in tourism. The tourism minister pointed out that last year, Kerala welcomed a record 2.18 crore visitors, affirming its status as ‘God’s Own Country.’

Role of KTM

The Kerala Travel Mart which commenced at the Sagara-Samudrika Convention Centre on September 27 and will conclude on September 29.  This year’s participation is to the tune of 2,893 buyers, including 2,035 domestic and 804 foreign delegates from 76 countries.

Mohammad Riyas also introduced Kerala Tourism's new campaign video, ‘Ente Keralam Ennum Sundaram.’ 
The  2.24-minute video showcases Kerala’s backwaters, the sea, and hill stations. It also includes glimpses of traditional arts, rituals, festivals, and local cuisine.

KTM is open to the public on Sunday to witness the display of a wide variety of home stays, resorts, medical tourism centres and so on.