B2B meetings dominate agenda on Day 2 of Wedding and MICE Conclave

Kerala Tourism officials, industry leaders highlight state’s strong positioning

Organised by the Kerala Travel Mart (KTM) Society in collaboration with the Kerala Tourism Department, the three-day Wedding and MICE Conclave has brought together tourism professionals, industry leaders and key stakeholders for focused B2B meetings, seminars and networking opportunities, aimed at positioning Kerala as a premier destination for weddings and MICE.

The formal proceedings at the Wedding and MICE (Meetings, Incentives, Conferences, and Exhibitions) Conclave, currently underway at Kochi in Kerala, commenced pre-scheduled B2B meetings, with a steady flow of buyers engaging with exhibitors throughout the day.

Around 75 exhibitors had set up stalls, showcasing Kerala’s diverse offerings in the wedding and MICE infrastructure. These included wedding planners, hotel properties, event management companies and convention centres. The B2B meetings created a productive environment for stakeholders to explore business opportunities and strengthen networks.

In the afternoon, a seminar on the ‘Scope of MICE in Kerala’ was also organised where speakers highlighted the potential of destinations beyond Kerala’s main cities, citing exotic locations such as Palakkad, Wayanad, and Kasaragod as ideal for small-scale events.

According to the organisers, emphasis was placed on the need for infrastructure diversification, capacity building and strengthening of MICE-specific training. Kerala’s responsible tourism initiatives and sustainable practices were recognised as major advantages, driven by joint efforts from both the government and private sector.

They add that speakers also underlined the importance of rebranding Kerala as a destination that offers ‘business with nature’ rather than imitating other MICE locations.

Suggestions included curating information and building clear, thematic structures to guide event agencies. The state’s natural beauty, boat races, wellness offerings, and rich cultural heritage were identified as unique selling points that could be integrated into MICE experiences.

In a media interaction, Sikha Surendran, Director of Kerala Tourism and office bearers of the KTM Society provided insights into Kerala’s positioning and future strategy in the MICE and wedding tourism sectors.

According to them, in 2024, the top 11 countries contributing the highest number of foreign tourist visits to Kerala were the United Kingdom, United States of America, Germany, France, Malaysia, Oman, Australia, Maldives, Saudi Arabia, United Arab Emirates and Canada.

Surendran said that domestic tourism in Kerala continued its upward trend. The number of domestic tourist visits in 2024 reached 22.25 million, marking a 1.72 pc increase from 21.87 million visits in 2023. Compared to pre-Covid levels in 2019, this represents a significant 21.01 pc increase, setting a new record for the highest number of domestic tourists in Kerala’s history.

Foreign tourist arrivals also showed improvement. Kerala received 738,374 foreign tourists in 2024, compared to 649,057 in 2023, which is a 13.76 pc increase year-on-year. However, despite this growth, the 2024 arrivals still remain 37.94 pc below the pre-pandemic numbers in 2019.

On the wedding tourism segment, Surendran highlighted the focus on promoting niche destinations rich in natural beauty to attract high-spending individuals. She noted that this strategy would go hand in hand with promoting responsible tourism and upskilling local communities.

“Kerala has a strong legacy of implementing responsible tourism practices. Many hotels, including large groups like Taj and Hyatt, actively source products locally and provide significant employment opportunities to the local community. Even at this event venue, we can see evidence of green practices, for example, the use of glass bottles instead of plastic. These efforts are part of a broader commitment to sustainability. The Responsible Tourism Mission plays a key role in this process. It offers training not only to local communities but also to the hotel industry. These training programmes focus on upskilling individuals and promoting sustainable, eco-friendly practices, especially when organising events,” Surendran told India & You on the sidelines of the event.

Office bearers of the Kerala Travel Mart (KTM) Society highlighted the success of public-private partnerships in Kerala’s tourism sector. They noted that such collaborative efforts have played a key role in the success of initiatives like the Kerala Travel Mart over the years and the first Wedding and MICE Conclave.

“Kerala’s tourism sector operates successfully under a Public-Private Partnership (PPP) model. A key example of this is the Kerala Travel Mart (KTM). This collaboration has played a major role in the sector’s growth. When industry representatives attend travel marts and identify needs or concerns, they can approach the Tourism Department. Meetings are arranged promptly, with the Director and Secretary responding quickly. Immediate solutions are implemented where possible, while others are considered for the long term,” said KTM officials.