By Kerala is setting its sights on becoming a global wellness tourism hub, as articulated by Chief Minister Pinarayi Vijayan during the inauguration of the Kerala Travel Mart (KTM) in Cochin. This four-day event, now in its 12th edition, showcases the state’s unique strengths in hospitality and travel, aimed at attracting global stakeholders.
Vijayan emphasized Kerala’s vision of a “care economy” that caters to both the young and the elderly, highlighting the importance of wellness tourism in the state’s growth strategy. With Kerala ranked as the top state in India for Ease of Doing Business, the Chief Minister believes that the state’s favorable climate, world-class healthcare, and peaceful, secular atmosphere can draw more investments and visitors alike to the state.
In light of recent challenges, including the landslides in Wayanad, the Chief Minister reassured potential travelers that the impact was limited and that other areas of the state remain safe for tourism. He stressed the importance of responsible communication to dispel misconceptions about the region’s safety.
Tourism Minister P.A. Mohamed Riyas announced plans for an Incubation and Innovation Centre, aimed at fostering entrepreneurship among students and budding entrepreneurs. This initiative reflects Kerala’s commitment to reviving its tourism sector, which has shown remarkable resilience post-COVID-19, with domestic tourist arrivals reaching 2.18 crore in 2023—an impressive increase of nearly 16% compared to 2022. Foreign tourist numbers have also surged, with arrivals hitting 649,000, marking an 88% increase.
The focus of KTM 2024 includes Responsible Tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions), wedding destinations, and cruise tourism, underscoring the state’s diverse offerings. The event attracted a record number of buyers—2,839, significantly surpassing previous years, indicating strong interest in Kerala as a tourism destination. This augurs well for the state’s fortunes.
As Kerala Tourism prepares to mark its silver jubilee, it celebrated the contributions of past leaders and outlined a forward-looking strategy aimed at leveraging technology, including artificial intelligence, to enhance the visitor experience and promote the state’s rich cultural heritage.
With a robust framework in place and a clear vision for the future, Kerala is poised to establish itself as a premier destination for wellness tourism, catering to the evolving global market.
