The State government is preparing a framework to implement the proposal announced in the recent State budget to grant industry status to Kerala’s tourism sector, Minister for Tourism and Culture P.C. Vishnunadh said.

Addressing a press conference here on Wednesday in connection with the conduct of the 13th edition of the Kerala Travel Mart (KTM) in September, he said KTM can serve as a major platform to reposition and strengthen Kerala’s tourism brand in an increasingly competitive global market.

Stating that Kerala Tourism competes with other countries, not with other Indian States, the Minister stressed the need to rebrand Kerala’s Ayurveda and wellness tourism offerings to ramp up their relevance and appeal.

The inbound tourist arrivals to Kerala have continued to grow despite the conflict in the West Asia. He also said that there was a steady rise in visitors from Arab countries to Kerala, many of whom are drawn to Kerala’s monsoon tourism experiences.

The Minister added that the Tourism Department is focused on showcasing Kerala’s core strengths, including its rich cultural heritage, performing arts and cuisine. “These are areas where Kerala enjoys a unique advantage and faces little direct competition,” he said.

With nearly three months still left for the event, KTM has already secured an all-time record of 2,360 buyer registrations. This includes 610 international buyers and 1,750 domestic buyers. Media interest for the event has also scaled up, with 117 media registrations received so far, comprising 60 international and 57 domestic media houses. The mart will feature 366 sellers (exhibitors) along with 25 delegates across various sponsorship and government stalls.

Chief Minister V. D. Satheesan will inaugurate the three-day event in Kochi on September 24, which will encompass business meets, policy-making conventions, and focussed seminars led by national and international industry experts. The post-event tours are scheduled to take place from September 28 to October 3, organised across twelve distinct geographic tracks.