KTM reaffirms sustainability

The 11th edition of the Kerala Travel Mart (KTM) concluded recently in Kochi with an underlying message that ‘God’s Own Country’ is open for tourists. Inaugurating the event, Kerala Governor Arif Mohammad Khan stressed on sustainable and inclusive development of tourism.

KTM was inaugurated by Arif Mohammad Khan, Governor, Kerala, who stressed on sustainable and inclusive development of tourism. He said that prolonged restrictions on international flights owing to the pandemic had made Kerala attract domestic tourism to a great extent. “Tourism, apart from being an economic activity, was a cultural experience that transcended borders. Being conscious of the need for a robust partnership in reviving tourism, Kerala has ensured healthy government-industry collaboration in tourism, setting a win-win situation. The state is eminently qualified to become the premium experiential tourism hub of India,” he said.

Venu V., Additional Chief Secretary, Kerala Tourism, in his address said, “I would like to acknowledge the fortitude and the courage of the tourism industry, which, despite a two year slump, has come together to do business again. I believe KTM will mark the turning point and we will all look back upon this mart and say that KTM onwards, the trajectory has been upwards. KTM has become bigger and more successful. It is a humbling and enriching experience for me to come back to each KTM, and see how it is growing.” He added that the baton of managing this event, which is exclusively run by the industry, has now been passed on to a new generation. “KTM is using technology intelligently and effectively to make sure that the delegates’ time is used efficiently. Almost 55,000 meetings have already been scheduled. It is the spirit of innovation and change that has kept KTM improving from one edition to the next,” he stated.

Speaking about Kerala as a destination, Venu said, “Kerala is constantly refreshing itself. Delegates at KTM will be pleasantly surprised because of the wonderful new offerings. I can see a sense of purpose, determination and strength that has forged its own unique trajectory going against conventional wisdom. We operate small locally owned properties and believe that the community has to be at the centre of what we do. Tourism must contribute to give back to the community, and we have to make every experience personal and intimate. This is the future of tourism industry.”

KS Srinivas, Principal Secretary, Kerala Tourism, said the situation was favourable for Kerala Tourism to regain its vitality and charm as other states were giving pretty good competition to Kerala. He added that KTM-2022 would set the stage for the state to showcase its strength in the tourism sector before a global audience.

VR Krishna Teja, Director, Kerala Tourism, made a presentation about the state’s tourism potential. “Unlike the previous edition, KTM 2022 has more specialised segments. We have sellers who are into core tourism activities such caravan, houseboats, Ayurveda, adventure, plantation and backwater resorts besides wedding destination and M!CE,” he said.

In his address, Baby Mathew, President, KTM Society, said, “Brand Kerala is being built over a period of three decades through hard work jointly by the trade and the government.