The 12th edition of the Kerala Travel Mart (KTM-2024) is poised to set new milestones as it returns to Kochi from September 26 to 29. With an overwhelming response from domestic and international buyers, KTM-2024 is expected to surpass previous records, highlighting Kerala’s growing global appeal as a tourist destination.
Tourism Minister Shri P A Mohamed Riyas, in a recent press conference, emphasized the unique significance of KTM, noting its role as a successful model of government-industry collaboration. Over the past 24 years, this biennial event has played a crucial role in driving the remarkable growth of Kerala’s tourism sector. KTM-2024 promises a showcase of the best the state has to offer, reinforcing its position as a global tourism hub.
The event will feature 344 stalls across eight categories, showcasing the diverse offerings of Kerala, from its stunning beaches and backwaters to its lush tea gardens and vibrant cultural heritage. The Minister highlighted that KTM has contributed significantly to marketing Kerala’s vast tourism potential both within India and internationally. Alongside KTM, Kerala Tourism is also launching campaigns targeting domestic and international markets, including a special focus on Wayanad, which was recently impacted by a natural disaster. These campaigns aim to showcase the beauty and resilience of the entire state, including Wayanad, with the social media campaign “Ente Keralam Ennum Sundaram” (My Kerala is ever beautiful) serving as a key component.
KTM-2024 will be held at the Sagara-Samudrika Convention Centre on Willingdon Island. The event will kick off with an inaugural ceremony followed by three days of business sessions. On the final day, September 29, the Expo will be open to the public.
The upcoming edition of KTM has already seen unprecedented response, with domestic buyer registrations exceeding 2,035 – more than double the previous high of 1,305 set in 2018. International buyer registrations stand at 808, representing 76 countries. The UK leads the international buyer list with 67 participants, followed by the Gulf (60), the US (55), Russia (34), and the rest of Europe (245). African countries contribute 41 buyers, with the remaining participants coming from East Asia. Domestically, Maharashtra tops the list with 578 buyers, followed by Delhi (340) and Gujarat (263).
KTM-2024 is being hailed as a “total digital revolution,” with new software facilitating seamless B2B meetings. In line with Kerala’s commitment to sustainability, the event will strictly adhere to green protocols. Leading up to KTM-2024, a pre-mart tour will take place from September 22 to 26, involving media, vloggers, and influencers. A post-mart tour for select buyers will run from September 30, highlighting the beauty of Kerala.
This year’s edition will place special emphasis on promoting Kerala as a wedding destination. The state’s stunning beaches, backwaters, tea gardens, and lush landscapes provide an ideal setting for memorable ceremonies. Kerala’s rich culture, culinary diversity, excellent infrastructure, and transportation further enhance its appeal as a top tourist destination. KTM-2024 will also focus on Responsible Tourism and strengthening MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. The success of the G20 working group’s meeting at Kumarakom and Kovalam last year highlighted Kerala’s potential in hosting large-scale events. Additionally, cruise tourism will be a key focus, with organizers aiming to attract significant interest from this sector. The previous edition of KTM in 2022 witnessed over 55,000 business interactions, with 1,134 buyers (234 from abroad) and 302 seller stalls, setting a strong foundation for an even more successful KTM-2024.
