The Kerala Tourism pavilion at the recently concluded event, World Travel Market (WTM) 2024 London became a center of attention. Sikha Surendran, Director, Department of Tourism, Government of Kerala shared insights into this year’s highlights, new initiatives, and future plans in an exclusive interview.
A Successful WTM Experience
Reflecting on the experience at WTM, Surendran expressed satisfaction. “This year has been even better than the last one. Besides meeting traditional travel agents and tour operators who bring inbound traffic to Kerala, we also welcomed a significant number of new appointments. There was a vibrancy at WTM this year – new ideas and youthful energy abound.”
Despite minor setbacks, such as one exhibitor missing the event due to visa issues, the Kerala delegation included 11 participants this year.
Expanding Kerala’s Travel Map
Kerala is introducing 39 new destinations to its itinerary, focusing on unexplored gems in the northern regions of the state. Areas like Wayanad, Kozhikode, Bekal, Kasaragod, Malappuram, Palakkad, and Thrissur will feature prominently.
“We aim to decongest the southern hotspots while unveiling the untapped potential of the north. These additions will redefine the Kerala experience, giving tourists more reasons to explore,” Surendran said.
A New Focus on Adventure Tourism
Traditionally known for its serene backwaters and rejuvenating Ayurveda, Kerala is now positioning itself as an adventure tourism hotspot. Recent events like the Malabar River Festival in August and initiatives including kayaking on the Chaliyar River, the Beypore International Water Festival, and mountain biking in Wayanad’s Priyadarshini area showcase this shift.
“This isn’t a rebranding; it’s an addition to our offerings. Kerala remains a haven for nature lovers, but now we are catering to adventure enthusiasts as well,” Surendran shared.
Innovative Concepts: Work Pods and Digital Transformation
The COVID-19 pandemic brought the idea of work pods – vacation-friendly workspaces to the forefront. Kerala Tourism is promoting this unique concept to attract professionals seeking a balance between work and leisure.
In addition, Kerala is embracing digitalization with plans for automated information kiosks at major railway stations and airports. These interactive screens will provide travel information and direct users to the Kerala Tourism website for itinerary planning. A pilot project with four kiosks is set to launch by mid-2025.
Strong Performance and Optimistic Projections
Despite global challenges, Kerala Tourism has remained resilient. The ongoing Middle East conflict has had no impact on inbound tourism from the region. Looking ahead, Surendran anticipates a 25% growth in domestic tourism and a 12% increase in international arrivals in 2025. Promotional campaigns, including hoardings in London’s Heathrow Airport and Westfield Mall, are set to bolster these numbers.
Spotlight on Film Tourism and Ayurveda
Kerala’s natural beauty has long made it a favourite location for filmmakers. International productions like X-Men have used Kerala as their backdrop. A formal film tourism policy is under development and could be introduced by late 2025.
The state is also reinforcing its identity as the home of Ayurveda. “Ayurveda and Kerala are inseparable. We are focused on reiterating this unique heritage to the world,” said Surendran.
A Balanced Approach to B2B and B2C Campaigns
While Kerala has expanded its B2C campaigns on digital platforms and social media, the state continues to prioritize its traditional B2B relationships. The Director affirmed, “There’s no reduction in B2B efforts. We have simply added B2C initiatives to reach today’s tech-savvy travellers.”
Looking Ahead
Kerala Tourism’s approach is a blend of innovation and tradition. By diversifying its offerings, promoting untapped destinations, and embracing digitalization, the state is poised for sustained growth in the competitive global tourism landscape.
Sikha concluded with a message of optimism and commitment. “Kerala is and will always be a haven for nature, culture, and holistic well-being. We are excited to welcome the world to experience it in all its diversity.”