Kerala Tourism is making a strong impression at the World Travel Market (WTM) 2024 in London, showcasing the state’s vibrant culture and unique travel offerings. Running from November 5 to 7, this prominent global trade fair connects top travel destinations and professionals from around the world. For Kerala, which has the United Kingdom as a significant tourist market, the event is an important platform to enhance foreign tourism and strengthen international partnerships.

Inaugurated by Indian High Commissioner Vikram K. Doraiswamy, Kerala's 110-square-meter pavilion features the theme “A Wonderful World,” celebrating the state’s rich cultural diversity. The pavilion has captivated visitors with live performances of traditional art forms like Kathakali and Mohiniyattam, immersing the audience in Kerala’s heritage. Led by Tourism Director Sikha Surendran, the Kerala delegation includes eleven partners from the state’s tourism sector, representing a range of experiences from Ayurvedic resorts to luxury hotels, tour operators, and houseboat services.

Tourism and Public Works Minister PA Mohamed Riyas expressed optimism about the event’s potential impact on Kerala’s tourism. “WTM provides an invaluable platform to showcase Kerala’s all-season attractions. We are expecting an increase in foreign arrivals, particularly from the UK, following the event,” Riyas stated. He noted that Kerala continues to position itself as a destination for year-round tourism with new circuits and innovative experiences.

Prominent figures visiting the Kerala Pavilion included Goa Tourism Minister Rohan Khaunte, Odisha Deputy Chief Minister Pravati Parida, and India’s Director General of Tourism Mugdha Sinha. These visits highlight Kerala’s rising prominence in the global tourism landscape.

Tourism Secretary K Biju added that events like WTM play a crucial role in solidifying Kerala’s position as a top international travel destination. “The partnerships formed at WTM will be instrumental in attracting more UK tourists and promoting Kerala as a unique travel experience,” he said. Director Sikha Surendran shared that the interactions with global tourism representatives will benefit Kerala’s tourism industry over the long term.

The delegation features major players from Kerala’s tourism sector, including the Kerala Tourism Development Corporation, Abad Hotels, Alhind Tours, Cosima Holidays, Krishnendu Ayurveda, Oscar Cruises, Santa Monica Tours, and the UDS Group of Hotels. Together, they represent Kerala’s diverse tourism offerings, from wellness experiences to eco-tourism.