The 13th edition of the Kerala Travel Mart (KTM), India’s largest tourism and hospitality business-to-business event, will be inaugurated by Kerala Chief Minister Shri V.D. Satheesan on September 24 at the Grand Hyatt Convention Centre, Bolgatty, Kochi, Minister for Tourism and Culture Shri P.C. Vishnunadh announced at a press conference.

The inaugural ceremony will be followed by B2B meetings and business sessions from September 25–27 at the Sagara and Samudrika Convention Centres on Willingdon Island. The edition assumes added significance as it is the first major tourism sector event after the new government assumed office in Kerala.

Highlighting the role of the mart, Shri Vishnunadh said the government is preparing a framework to implement the proposal announced in the recent state budget to grant industry status to Kerala’s tourism sector. “Kerala tourism competes with other countries, not with other Indian states,” he said, adding that KTM can serve as a major platform to reposition and strengthen the state’s tourism brand in the global market. He also stressed the need to rebrand Kerala’s Ayurveda and wellness tourism offerings and said the Tourism Department will continue showcasing the state’s cultural heritage, performing arts and cuisine. “These are areas where Kerala enjoys a unique advantage and faces little direct competition,” he said.

KTM has already recorded an all-time high of 2,360 buyer registrations, including 610 international and 1,750 domestic buyers, besides 117 media registrations. The event will feature 366 exhibitors and will include business meetings, policy discussions and industry seminars. A key highlight this year is KTM’s transition to a fully digital ecosystem, with registrations and B2B meetings managed through dedicated software and a mobile application.