MICE, RT Focal to Sep 26-29 KTM-2024 at Kochi with 2,860 Buyers, 347 Stalls

KOCHI:
Furthering multi-pronged efforts to reinforce the prominence of Kerala’s tourism industry in the aftermath of the Wayanad tragedy, the state is all set for the 12th edition of Kerala Travel Mart (KTM-2024) in the city next week with the warmest-ever response from stakeholders in its 24 years of profile.

The four-day biennial showpiece event by Kerala Travel Mart Society, which is into its silver jubilee year, promises a grand international showcase of the strength of the tourism sector amid government’s strategy to counter a slide in the hospitality industry following the massive landslides in the mountainous north-eastern district of the state in end-July.

While exhibiting the resilience of the state in the face of daunting challenges, the KTM will have Responsible Tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions), wedding destination and cruise tourism as its focal points.

Chief Minister Pinarayi Vijayan will on September 26 inaugurate the biennial mart that is to feature 2,839 buyers, which is more than double the hitherto-highest total (1,305 in 2018). The opening ceremony will be presided over by Tourism Minister P. A. Mohammed Riyas, while Finance Minister K. N. Balagopal will be the chief guest.

Domestic buyers alone total 2,035 for KTM-2024, to be held at the Sagara-Samudrika Convention Centre in Wellingdon Island. As for foreign buyers, the number is 800.

Thursday’s inaugural ceremony will be followed by three days of business sessions. There will also be an expo, which will be open for the public on the last day (September 29).

Kerala’s tourism has, of late, been facing daunting challenges since the consecutive floods of 2018 and 2019, followed by the COVID pandemic a year later, and the serial landslides in Vythiri taluk of Wayanad seven weeks ago, pointed out KTM President Jose Pradeep at a news conference here.

The focus this time will also be on promoting Responsible Tourism and boosting MICE (meetings, industries, conferences and exhibitions) tourism, KTM secretary S Swaminathan said.

Of the 808 foreign buyers from76 countries, 67 are from the UK, 60 from the Gulf and 55 from the US. While the buyers from Russia total 34, those from the rest of Europe have a figure of 245. There will be 41 buyers from Africa, while the others are from East Asia.

As for domestic buyers, Maharashtra (578) tops the list, followed by Delhi (340) and Gujarat (263).

The mart has always given a boost to travel and tourism in the state in times of crises, the organisers pointed out, recalling the monsoon floods of 2018 and the pandemic that set in one-and-a-half years later.

The September 26-29 mart will have 347 stalls under eight categories. The KTM Society is organizing the event with support from other agencies of the state as well as industry, besides assistance from the state Tourism Department.
The upcoming edition is being considered as a “total digital revolution” as the organisers have come up with software that ensures the smooth conduct of B2B meetings. Also, for the first time, there is an app for KTM, which will strictly adhere to the green protocol, KTM Society Secretary Shri S. Swaminathan said at the press meet.

The other speakers were KTM past president Baby Mathew, past president Abraham George, joint secretary Jobin Joseph, vice president Harikumar C, treasurer Jibran Asif and CEO Rajkumar K.

The run-up to KTM-2024 will see a pre-mart tour from September 22 to 26, involving mediapersons, vloggers and influencers. There will also be a five-day post-mart tour across Kerala from September 30 for select buyers of KTM-2024.

The 12th KTM will also accord special focus to Kerala as a wedding destination. Authorities see an overexposure of tourist spots outside of the state as an opportunity to woo travellers to Kerala. Its abundant beaches, backwaters, forests, teagardens and lush greenery make the state an ideal tourist destination.

In addition to hosting large events in metros such as Kochi, leisure destinations are also equipped to host a variety of MICE events. The G20 working group’s meet at the scenic Kumarakom (near Kottayam) and Kovalam (south of Thiruvananthapuram) in March-April last year was an example of the state’s USP in this segment.

Cruise tourism is another area where the 12th edition of KTM is giving focus. Authorities are optimistic about roping in potential buyers from this segment as well.

The 11th KTM in 2022 facilitated more than 55,000 business interactions in its three days. The number of buyers stood at 1,134 (234 of them from abroad), while seller stalls totalled 302.