KTM 2024 records 2,839 buyer registrations, doubling previous numbers

The event is being hailed as a ‘total digital revolution,’ with a pre-mart tour from September 22 to 26 and a 5-day post-mart tour across Kerala starting September 30 for select buyers.

Highlighting Kerala’s positioning as a leading global destination and the Kerala Travel Mart’s (KTM) role in elevating its global presence, Jose Pradeep, President of KTM, shared that over the years, KTM has significantly contributed to establishing Kerala as a diverse, charming destination for visitors from around the world. “Our focus is aligned well with that of the government, is to promote the state as an all-season experiential destination, where a visitor, either from any part of the world, has an assortment of travel and hospitality experience.”

About current edition of KTM, Pradeep expressed that this event stands out for having the largest number of business representatives, including both buyers and sellers. KTM has worked diligently to ensure a significant business delegation from across India and abroad, and Pradeep expects the event to be a great success.

“As the sole forum representing the entire travel and tourism industry in Kerala, KTM has played a significant role over the last two-and-a-half decades in establishing Kerala Tourism as a premium global brand. The KTM Society, the organisers of KTM, has also been a live partner in all marketing campaigns and roadshows organised by the Tourism Department in India and abroad”, expressed Pradeep.

When asked about challenges in attracting more inbound tourists, Pradeep explained that the government-industry partnership in Kerala has been strong, with the industry actively contributing to shaping government policies and strategies. However, he stressed the need to upgrade established products like the houseboat experience to meet evolving demands. “We cannot compromise on quality in key areas like this, and some protocols and regulations need revisiting,” he stated.

Pradeep also emphasized the importance of promoting ethical and responsible tourism practices. “We also need to double our efforts to promote ethical and responsible practices in tourism sector. Kerala already has a reputation as a clean, healthy, and safe destination, but maintaining this reputation is crucial for future growth,” he noted.

He called for joint efforts between state agencies and the industry to preserve core natural assets and insisted on total compliance to sustainable goals. Protecting and preserving heritage & culture is equally important, according to him. Additionally, he suggested introducing green incentives and awards for tourism enterprises that excel in promoting eco-friendly initiatives. Pradeep also highlighted the importance of leveraging digital technology, with KTM aiming to set a benchmark in this regard.

Speaking about the response to KTM-2024, Pradeep announced that buyer registrations have reached an all-time high, with 2,839 buyers registered, more than double the previous record of 1,305 in 2018. Domestic buyer registrations alone stand at 2,035, while international buyers number 800.

“Of the 800 foreign buyers from 76 countries, 67 are from the UK, 60 from the Gulf and 55 from the US. While the buyers from Russia are 34, those from the rest of Europe have a figure of 245. There will be 41 buyers from Africa, while the others are from East Asia. As for domestic buyers, Maharashtra (578) tops the list, followed by Delhi (340) and Gujarat (263)”, revealed Pradeep. There will be 345 stalls under eight categories at the event, which KTM Society is organizing with support from other agencies of the state as well as industry, besides assistance from the state tourism department.

The event is being hailed as a ‘total digital revolution,’ with a pre-mart tour from September 22 to 26 and a 5-day post-mart tour across Kerala starting September 30 for select buyers.