On the second day of the Kerala Travel Mart (KTM), a leading tourism event in India and Southeast Asia, the focus shifted towards the untapped potential of Kerala’s plantation sector. Experts and international buyers gathered to discuss how this vast resource could redefine the state’s tourism offerings and attract a wider audience.
Kerala’s lush plantations, spanning over 712,000 hectares, are seen as a gold mine for tourism. Jose Dominic, Chairman of CGH Earth and the first president of the KTM Society, stressed the need for government support to diversify and promote this sector. He envisioned converting colonial-era bungalows into unique accommodations for tourists, creating a blend of history and natural beauty.
Echoing Dominic’s sentiments, Jose Pradeep, President of the KTM Society, highlighted the opportunity to streamline and scale up existing small-scale tourism activities on plantations. The Plantation Directorate, established by the Kerala government, is seen as a key player in this transformation.
Suja Arun, a tourism entrepreneur with deep roots in Kerala’s plantation regions, believes that opening up just 10% of these areas for tourism could revolutionize the state’s offerings. She emphasizes that the homestay model, with government support, could unlock a diverse range of unique experiences for visitors.
While local experts focused on the potential of plantations, international buyers at KTM 2024 were captivated by Kerala’s growing appeal as a honeymoon destination. Veronica Rioseco, a tour agent from Nomades Chile, expressed keen interest in promoting Kerala’s natural beauty and cultural offerings to a global audience, especially for romantic getaways.
Diego Celma, a tour operator from Spain, highlighted the growing demand for Kerala honeymoon packages, often combined with trips to the Maldives. He emphasized that couples are drawn to the adventure activities offered in Kerala, such as scuba diving and boat tours through the backwaters.
Peter Foster, from Those Travel Guys, a British tour operator, pointed to Kerala’s burgeoning wellness tourism, particularly its Ayurveda offerings. The growing acceptance of Ayurveda in Western countries, fueled by an interest in natural and alternative medicine, makes Kerala an attractive destination for those seeking holistic therapies and spiritual healing.
Olga Gabrus, a buyer from Russia, echoed the growing demand for Kerala’s Ayurveda and wellness packages in her market. She believes that Kerala’s reputation as a leader in Ayurveda resonates strongly with Russian travelers.
As KTM 2024 continued, it became evident that Kerala’s plantation tourism, coupled with its appeal as a honeymoon and wellness destination, holds significant potential for growth. The discussions at the event underscored the need for strategic investment and government support to fully realize Kerala’s tourism potential. With the active involvement of international buyers and local experts, Kerala is poised to tap into new markets and create unique tourism experiences that cater to a diverse range of travelers.
