Kerala Travel Mart 2026 draws buyers, exhibitors and tourism professionals from India and overseas (Photos: India and You/Masrat Nabi)
After a glittering inaugural evening of the Kerala Travel Mart 2026 that began in Kochi on Thursday, the serious business of conducting pre-arranged B2B meetings between buyers from Argentina to Zimbabwe and suppliers from all over Kerala got underway on Friday as the organisers of the trade show target pulling off as many as 50,000 B2B meetings by the time the event concludes on Saturday.
Kerala Travel Mart (KTM) 2026 has drawn buyers from more than 75 countries and on Day 2, the focus shifted towards new markets, destinations and specialised products, as buyers from Zanzibar, Kyrgyzstan, Azerbaijan and Russian provinces explored Kerala’s offerings across wellness, MICE, medical tourism, backwaters and other emerging experiences.
Jose Pradeep
According to Jose Pradeep, President, KTM Society which organises the event every alternate year, around 50,000 B2B meetings are expected to take place during the three-day event.
“We are expecting around 50,000 B2B meetings in three days. We have buyers from more than 75 countries, from A to Z, from Argentina to Zimbabwe,” Pradeep told India & You on the sidelines of the show.
The United Kingdom continues to have the highest participation amongst international buyers, while the countries of the Gulf Cooperation Council (GCC) have also emerged as significant participants this year. Pradeep also pointed to participation from markets that have not traditionally featured strongly at major tourism marts.
“This year, new markets are also coming. We have people from Zanzibar, many Russian provinces as well as from Kyrgyzstan and Azerbaijan. They have not traditionally come for these marts, but they have started coming this time,” he said.
The expanding buyer base comes as Kerala looks to use KTM not only to strengthen established local destinations but also to introduce new areas and tourism products in Kerala to these buyers.
Also Read: Largest-ever KTM 2026 opens with over 3,000 delegates, including 1,500 buyers
“Definitely, new business partnerships are emerging. We are coming up with new destinations. When you take people around Kerala, you should take them to new destinations because they have already seen the other destinations,” said Pradeep .
Exhibitors and buyers engage in B2B meetings at Kerala Travel Mart 2026 in Kochi
He pointed to the government’s plan to develop 20 new destinations over the coming year and policy changes aimed at enabling tourism infrastructure in remote areas.
“If it is in a remote area and there is a plantation, the rule now allows 5 pc of the plantation to be used to build a homestay, hotel or something similar. I think people can also stay in these remote places,” he said.
For international buyers, the interest is increasingly centred on specific tourism products rather than Kerala as a single destination proposition.
Svetlana Malanicheva
Svetlana Malanicheva, General Director, Alexandra Tour, Moscow, said this was her first visit to Kerala and KTM, she said she had already completed 10 meetings at the mart by Friday afternoon.
“For me, the most interesting highlights are the lakes, boat trips and five-star resorts offering Ayurveda. Ayurveda is what my clients in Moscow ask for the most. Given the travel logistics, it makes sense for long-term stays, which is why it is becoming so popular for us right now,” Malanicheva told India & You.
Don Van de Pol
Wellness is also emerging as a key demand from other international markets. Don Van de Pol, Director, Indian Summer House, a luxury boutique hotel and resort based in Ernakulam, Kerala, said wellness is currently the strongest request from his clients.
“KTM is always a fantastic event for me because it is a great opportunity to connect with colleagues, collaborate and make things happen. It has been exceptionally busy this year with a huge turnout. Right now, wellness is the number one request from our clients. Demand is growing globally, and we are structuring comprehensive programmes that combine Ayurveda and yoga. Realistically, I am expecting around a 5 pc business increase for us,” Van de Pol told India & You.
MICE is another segment attracting buyers. Dorit Sommer of Drive Your Way, an Israeli travel firm, said she had completed around 20 meetings and was targetting 50 during the event.
“This is my first time at the Kerala Travel Mart and my second time visiting India. I am focussing primarily on MICE organising corporate meetings, incentives and events. My clients are corporate buyers looking for unique, out-of-the-ordinary experiences in original locations, such as boutique hotels and special resorts. Kerala has plenty to offer for this kind of travel. I plan to propose the destination to my clients and hope to bring group bookings here in the near future,” Sommer told India & You.
Mohamed Tawfik
Medical tourism is also finding traction among buyers. Mohamed Tawfik of Sechat Travel Group from Spain, said his company specialises in medical tourism and integrative medicine.
“My company specialises in medical tourism and integrative medicine, which aligns naturally with Kerala’s traditional Ayurveda therapies. What my travellers are looking for is a genuine connection with Kerala’s nature, its local people and its traditional healing practices. Given the current global geopolitical situation, it may take some time to fully realise the potential, but I believe there is potential to generate up to half a million dollars per year in medical tourism here,” Tawfik told India & You.
Dharmesh
Indian buyers, meanwhile, are using KTM to source properties, transportation and new experiences. Dharmesh of Touristink Travel Agency from Gujarat, said he had completed 15 meetings on the second day.
“As a Gujarat-based travel agent, my primary goal here is to source properties and transportation options. We have found numerous great options and have already completed 15 meetings today, successfully connecting with both new properties and existing partners,” Dharmesh told India & You.
C P Sharma, Managing Director, Neptune Travco, a Delhi-based travel company, said his clients were particularly seeking Kerala’s backwaters, wildlife and plantation experiences.
C P Sharma
“KTM is a very well-organised event, and it has been going great for me. The main reason I am here as a travel agent is to stay updated on new products and properties across the region. Our clients are consistently asking for experiences like backwater cruises, wildlife tours in Periyar and stays among the tea estates in Munnar. I have already completed about 10 to 12 meetings so far to source these options,” Sharma told India & You.
For KTM, Pradeep said the event’s strength continues to lie in bringing different tourism segments and markets together.
“Kerala is famous for Ayurveda, wellness, cruise, backwaters and houseboats. Now we are promoting adventure tourism, and our hill stations are also beautiful. Our cuisine is another speciality. If you go from one end of Kerala to the other, you will find different varieties of cuisine, and even the taste is different in every district,” he said.
