Event Round Up

Kerala Travel Mart: Branding Kerala for the world

KTM has grown from strength to strength to become one of the foremost travel marts in the country. Neeti Mehra takes a look

When Kerala Travel Mart (KTM) was conceived as a model of public-private partnership in 2000, the convention organisers did not expect it to attract more than 50 buyers. But they were proven wrong - the first edition attracted 400 buyers. Since then, the KTM has shown robust growth in both participation and attendance. The fifth edition attracted 1,300 buyers from over fifty countries. KTM saw a number of luminaries including V S Achuthanandan, chief minister of Kerala, who inaugurated the event; minister for home, vigilance and tourism, Kodiyeri Balakrishnan; Leena Nandan, joint secretary, MoT; minister for fisheries S Sharma; leader of opposition Oommen Chandy and Kochi mayor Prof Mercy Williams. A stellar dance performance, which pleased the rain gods quite literally, was followed by thunder showers that didn't dampen the spirits. An auspicious opening indeed for the event that saw three days of hectic buyer-seller interactions, business networking and seminars.

Evolution of KTM

Speaking on its evolution, Dr Venu V, IAS, director, department of tourism, government of Kerala, and chairman, organising committee, KTM 2008, said, "KTM has instilled a sense of ownership in the people of Kerala. It has evolved into a success, and is symbolic of the product spread in Kerala, showcasing a great mix of products." This was evident from the wide participation of the heads of companies, holding the brand of their company and state high. The mart showcased the Malabar region. "On the government's part we are developing new varieties and experiences in the state. Today, there are over 400 classified home stay operators. Also, fifteen sanctuaries are being developed," said Venu. The efforts to give tourism a boost are evident. Tourism generates Rs 10,000 crore for the state. International arrivals to Kerala stand at over five lakh, which is growing in excess of 20 per cent every year, domestic arrivals exceeding 60 lakh. This cheer owes much to the integration of the public and private sectors. Innovative tourism products, be it house boats or ayurveda, propped up by transparent quality control systems and a classification system, along with a thrust on eco-tourism have impressed the traveller. This has gone right down to the grass roots, with communities, local panchayats and bodies engaged in the process. The results are telling. Kochi will be a pit stop for the Volvo Ocean Race, an around the world marathon, and will showcase Kerala's culture and heritage with nautical and land based activities. Also, its annual shopping festival, the Grand Kerala Shopping Festival that kickstarts in December, will promote traditional products. E M Najeeb, head of Air Travel Enterprises Group, and general convener of the KTM 2008 organising committee said that, from a literal tourism non-entity in the 80s, Kerala today has emerged as a super brand. An evolution which has been a gradual yet concerted effort of all stakeholders involved.

Highlights of KTM 2008

KTM 2008 saw a thrust on rural tourism and, a first of its kind initiative on responsible tourism. "As part of highlighting Kerala as a Responsible Tourism destination, Kudumbasree, an association of women's self help group, and some rural-development agencies showcased their products and capabilities at the mart," said Dr Venu. This has provided an opportunity to the buyers to identify eco-friendly tourism products and will give them a first-hand experience of the state's efforts to strengthen responsible tourism. KTM also hosted the first of four regional thematic conferences on responsible tourism that will be held across India, involving international and national stakeholders that will eventually feed into the main conference to be held in New Delhi in December. In addition, various presentations on branding, experiences from the beaten track and product creation were also showcased. Another highlight of KTM was the tripartite handshake between India, Brazil and South Africa to promote South-South cooperation and exchange. A draft Tripartite Agreement for co-operation in the field of tourism was inked to strengthen tourism ties between the three countries. Also, the Kerala State Industrial Development Corporation (KSIDC) announced that it would take all efforts to encourage entrepreneurs in the tourism business, an effort that would make tourism all-inclusive and all-pervasive.

Market talk

The prognosis for the season is not as grim despite the economic downturn, as is evident from the investments and expansions that abound. “ There will be fluctuations in the market, but we are not expecting any downturn,” says Najeeb. He adds that interest in the state has been created with clear-cut policies and the acceleration of infrastructure development. Also, regions such as Wayanad and Calicut, too are now attracting investments. Regional players are becoming stronger and broadening their reach to other segments and products. There is also an increasing presence of smaller boutique hotels owned by non-Indians, as well as home stays sprouting up in virgin destinations, staying true to Kerala art and architecture. Riaz Ahmed, MD, Abad Hotels & Resorts, a strong regional player, said that the group is gradually expanding its reach and inventory across the state, a fact that holds true with other players too. Adds Ahmed, “ We have done well and have experienced a 15 per cent increase in revenue. Our strategy has been to follow a value-for-money policy. We are also adding two more properties to our kitty.” Ramesh Punjabi, vice president, Le Passage to India, speaking of his experience at KTM, said, "Business opportunities are here. I would say hats off to the organisers, but there are lacunas." One concern expressed by a few was whether Kerala was out pricing itself as a destination to the budget traveller. The organisers pointed out that pricing was a result of the demand and supply dynamics, and would level out if there were no takers for the products, and there would be no regulatory interference. The possibility in the increase in frequency of the mart to an annual affair was negated, to keep intact the freshness and vitality of the event. But the organisers have not ruled out any parallel products that will complement this event. And with KTM having blossomed in to a robust one-of-its-kind event, a few are of the opinion that it should be scaled up further by giving it a free rein and a life of its own, by professionalising it completely, and snapping the umbilical cord from its organisers. Whether this materialises or not, KTM 2008 is a shining example of how PPP can create a positive and lasting impact on the fortunes of a state.