KOCHI: The Samudrika Convention Centre at Willingdon Island in Kochi has been converted into a huge warehouse of the imagery of Kerala Tourism. The venue of Kerala Travel Mart, the signature event of the tourism trade in the state, has everything that can be conceived of the words and images of the famed tourism industry in the state. The display of the imageries of the enchanting backwaters, the misty mountains, the ubiquitous Kathakali artist, the fragrance of farm fresh spices and the countless ethnic specialties map the cartography of the state’s journey to become a hotspot of travel and leisure entrepreneurship. Responsible tourism, green protocol and cultural authenticity are the buzzwords flaunted around by participants.
If the number of business-to-business meetings taken place in the first two days is anything to go by, the Kerala Travel Mart Society, the prime organiser of the event, has everything to feel buoyant. “The first day of the Ninth edition of KTM on Wednesday saw 25,000 B2B meetings — both scheduled and unscheduled. The second day is likely to witness more as some of the registered delegates have reached only today,” said a KTM spokesman. The feedback is very positive compared to the previous edition, said Ravi Varma, general manager of Namami, a resort near Malayattoor and a veteran in KTM. “There is definitely a positive energy.”
Vidya Varma and her colleagues are showcasing a unique venture of three properties in Nilambur in Malappuram district. (Photo: DC)
“We are promoting our property as a premium wellness and health retreat through direct marketing with the delegates from the country and abroad,” he added. Midhun R. Chand is the managing director of The Leaf, a resort in Munnar. He is a first-time participant in the event and is very happy with his experience. “We have been in the business only for the past six months and the participation has been a great learning curve for us. We got an opportunity to have a face-to-face interaction with our clients from places such as Ahmadabad, Mumbai and Kolkotta,” he said.
The hosts are also bullish on the participation from China and Saudi Arabia. Both countries are among the 10 first-time participants in the event. Most stall owners said the Chinese delegation gave enough hints about the potential of Chinese tourists. “The cold season in China (in December and January) coinciding with the tourism season in the state can be developed as a marketing tool,” said Mr. Midhun Chand. Ms. Vidya Varma, is taking part in the event, with a unique venture of three properties in Nilambur in Malappuram district.
“We have established a niche in heritage tourism with the Puthiya Kovilakam having a lineage of 200 years. “Now we are offering a package by adding two more properties — Teak Town and Great Hornbill Resorts,” she said while taking care of the visitors along with her partners. “We are targeting a discerning class of travelers and the response has been very good,” she said.
Homestays are a big draw at mart
There is a definite shift towards eco-friendly rural, responsible tourism which is reflected in the ninth edition of Kerala Travel Mart being held at Samudrika convention centre, Willingdon Island, Kochi, from Wednesday to Friday. The participation of homestays and resorts, which offer eco-friendly, organic and sustainable services, is the highest in the KTM and they are the most sought-after. Hundreds of small and medium homestay operators from across the state, especially from northern districts, have pavilions in the event and some of them have set up attractive stalls based on unique themes.
"Travellers look for the sustainability and green practices being followed like solar energy, reuse of water, proper waste disposal system and absence of plastic products. Genuine ayurveda treatments and the totally organic and pure food products are our major USPs. We have buyers from all parts of the world," said a beach resort operator from Nattika. The resort has a unique 'organic' stall which has varieties of banana and tomato saplings in 'grow bags' and other local vegetables.
It looks like a vegetable market, but it conveys the Kerala feel and the KTM 2016 promotion of tourism as something that involves and benefits the community. "Most of the stalls convey a social message rather than confining to the idea of just promoting their individual business. The local community aspect evident in many stalls demonstrates that the industry is not bogged down solely by business ideas, but has a commitment to a social cause," said Mr Abraham George, president of KTM Society.
A conscious effort to project green image
Stalls displaying various products of tourism industry in the state have taken a conscious decision to give the impression that the hospitality sector is taking message of green and clean image seriously. KTM Society president Abraham George said stalls have not confined themselves to the idea of just promoting their individual business, but are conveying a social message. “The local community aspect that is demonstrated in many stalls shows that the industry is not bogged down by limited ideas of business, but have a commitment to a social cause,” he said.
Many stalls display ‘no plastic, no chemical’ as one of the highlights of their properties. “There is a definite trend towards eco-friendly tourism, especially from Europe and North America. We have 16 rooms with 75 per cent occupancy rates.
“Our clients appreciate our carbon neutral practices: no carry bags, treated sewage used for irrigating organic farms, solid waste disposed in bio-degradable paper besides reverse osmosis for water,” said a promoter of resort in Munnar.
The four-year-old resort implemented eco-friendly policies two years ago and has seen a surge in clientele from the UK, Switzerland and Nordic countries topping the list. “We meet 45 per cent of our energy needs through solar power via panels on the roof and only source meat from market since we grow about 85 per cent of our food. The emphasis, for us and our clients, is quality over quantity,” the promoter said.
