There’s something about Kerala that makes you want to pack your bags even before you know what your itinerary looks like.
The backwaters, the food, the monsoon, Ayurveda, the culture, the little towns that somehow make you want to slow down. Kerala has always had that pull.
And now, there’s something pretty exciting happening in the tourism world that caught my attention, especially because I’m heading to Kerala soon.
The 13th edition of the Kerala Travel Mart (KTM) is happening in Kochi from September 24 to 27, bringing together tourism businesses, buyers and media from India and around the world.
Here are 5 things you should know about what’s happening.
1. Kerala Travel Mart is going BIG this year
KTM is already one of the biggest tourism and hospitality business events in the country, and this year's edition is shaping up to be its biggest yet.
The opening ceremony will take place at the Grand Hyatt Convention Centre in Bolgatty, followed by three days of business meetings at the Sagara and Samudrika Convention Centres at Willingdon Island.
What really caught my attention is the scale.
There are already 2,360 registered buyers, including 610 international buyers and 1,750 domestic buyers, along with 117 registered media representatives.
That means people from different parts of the world are going to be looking closely at what Kerala has to offer.
And honestly, as someone who loves travelling and discovering places, I’m very curious to see what gets showcased.
2. Kerala wants to compete with the world, not just India
One line from the announcement really stood out to me:
Kerala tourism isn't looking at other Indian states as its competition. It's looking at other countries.
And I kind of get it.
Kerala already has something very different going for it. You can go from beaches to mountains, from backwaters to forests, experience traditional food, watch performing arts and explore centuries-old culture, sometimes all within the same trip.
The government is also working on a framework to give the tourism sector industry status, which could be another major step in strengthening tourism businesses across the state.
So this isn't just about getting more tourists to Kerala.
It's about building Kerala into an even stronger global tourism brand.
3. Ayurveda, wellness, food and culture are getting a bigger spotlight
When people think of Kerala, Ayurveda is probably one of the first things that comes to mind.
But Kerala is now looking at how to rebrand and reposition its Ayurveda and wellness tourism so that it connects better with today's international travellers.
And I think this is interesting because wellness travel has become such a huge part of how people travel.
But Kerala isn't stopping there.
Its cuisine, performing arts and cultural heritage are also being highlighted as some of the state's biggest advantages.
And as someone who travels for food just as much as I travel for places, Kerala's food alone is enough to make me excited.
4. International travellers are still coming, especially for the monsoon
Despite the ongoing conflict in the Middle East, Kerala has continued to see growth in inbound tourism.
What's particularly interesting is the increase in visitors from Arab countries, with many travellers being attracted to Kerala's monsoon experiences.
And honestly, Kerala during the monsoon is a completely different kind of beautiful.
The rain, the greenery, the misty hills, the backwaters. It gives the whole place a different mood.
So if you've always associated Kerala with sunshine and beaches, there is another side of Kerala waiting to be experienced.
And I definitely want to see it for myself.
5. KTM is going completely digital
This year's Kerala Travel Mart is also making a pretty big technological shift.
The entire event is moving into a fully digital ecosystem, with everything from registrations to B2B meetings being handled through new software and a dedicated mobile application.
There will also be focused seminars, policy discussions and industry sessions involving tourism experts from India and overseas.
And that's what makes KTM interesting beyond just being a travel event.
It's bringing together the people who actually shape where tourism is heading.
So what does all this mean for travellers?
For me, it makes Kerala even more interesting.
I'm going to Kerala soon, and while I'm obviously excited about the food, landscapes, culture and everything else that comes with the trip, I'm also curious to see the Kerala that is being presented to the world right now.
Because tourism isn't just about pretty places anymore.
It's about experiences, wellness, food, culture, sustainability, business and how a destination tells its story to the rest of the world.
And if the numbers around this year's Kerala Travel Mart are anything to go by, the world is definitely paying attention to Kerala.
Now I'm just wondering...
What am I going to discover when I get there?
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