KOCHI: The Kerala Travel Mart (KTM), the mega event that is scheduled to be held by the end of September, in Kochi, will decide the fate of the tourism industry in the State after the government started implementing the liquor ban.
At the KTM, all the major tour operators from across the globe gather under one umbrella in Kerala.
Queries have already started flowing to the State on the future of tourism here. Apart from the incentives offered to tour operators, the comfort of the guests is also given priority, and liquor is also a part of it.
The biennial event, which is scheduled to be held in Kochi from September 18 to 20, is a unique tourist attraction in Kerala. The KTM will be a big gathering that has been designed, planned and scheduled to facilitate meetings involving buyers, sellers, media and government agencies on the same premises.
KTM president Abraham George said that with the proposed liquor ban having a negative impact on tourism in Kerala, the KTM would focus on attracting more tourists to the State. The liquor ban will not be discussed at this year’s KTM, and we do not want to mix this issue with the promotion of tourism.
“Whatever is available in Kerala will be showcased at the KTM. Attracting more tourists by offering ayurveda treatment could rejuvenate the industry that is currently in a crisis,” Abraham George said. The highlight of this year will be the promotion of innovative tourism products like ‘village life experience’, ‘cultural tours’ and ‘destination wedding’ theme. A huge turnout of MICE (Meetings, Incentives, Conventions and Events) operators and wellness and adventure tour operators are expected this time. According to Abraham George, the new theme would likely help in bringing more tourists to Kerala. At present, the focus is to market the tourism potential of the State by changing the topic in promotional activities.
KTM Society chief executive officer Mathew Philip said that there was no reduction in the number of operators registering to participate in the KTM, compared to the previous years. “Around 250 foreign operators and 850 domestic operators will be participating in this year’s event. There are also several operators who are coming to Kerala for the first time. This time, they are not coming for business tie-ups, but to know what Kerala can offer to their clients,” he said.
V Sreekumara Menon, managing director of Chalukya Grace Tours, said that tourism would not be affected much by the proposed ban on liquor as the majority of the tourists arriving here are not heavy drinkers.
“I have been in the tourism industry for the past 31 years. My clients are from Denmark, and they come here to enjoy the beauty of Kerala. They normally consume beer. If beer is available in Kerala the tourism industry would not be affected much by the liquor ban,” said Menon.
He said that around 3,000 tourists from Denmark visit Kerala in a year through his agency, and that the number would not go down the next season.