The 13th Kerala Travel Mart (KTM) 2026 concluded in Kochi on September 27 after four days and a record 58,000 business-to-business meetings. Held at venues including the Lulu International Convention Centre and the Sagara-Samudrika Convention Centres on Willingdon Island, the event marked a milestone for state-level tourism in India.

More than 3,000 buyers registered, including around 800 international delegates from over 75 countries and 2,250 domestic buyers. Organisers reported 45,000 pre-scheduled meetings and 13,000 additional on-site interactions, connecting global travel agents with Kerala’s tourism businesses.

Keralam’s rich Ayurvedic tradition and focus on Ayurvedic tourism are making a notable impact in Arab and West Asian countries, according to foreign delegates at the Kerala Travel Mart (KTM-2026).

The delegates emphasised that Keralam's unique, tradition-rooted approach to Ayurveda draws significant interest from these regions. They noted that Keralam Tourism promotion helped increase popularity of Ayurveda in West Asia. Despite ongoing uncertainties regarding regional conflicts, a contingent of 23 buyers arrived from the UAE, followed by 13 from Oman, eight from Israel, six from Saudi Arabia, five from Kuwait, four from Qatar, two from Turkey, and one from Lebanon.

Amin Alshaqsi, an Oman travel and tourism company owner, said Ayurveda has gained substantial popularity in Arab nations in recent years. He learned about Ayurveda through the Kerala Tourism website and social media campaigns.

Alshaqsi noted that people are becoming increasingly interested in Ayurveda as they recognise its healing potential. Kerala's favourable climate and unique topography benefit the Ayurveda sector, attracting more clients from the Middle East.

This year, KTM showcased a diverse array of hotels, resorts, and healing centres from the Ayurveda wellness tourism sector.

Buyers from the UAE said Kerala's excellent climate, air quality, and environmental cleanliness make it an ideal health destination. They suggested that events like KTM will further attract clients from Arab countries to Keralam's Ayurveda sector.

KTM Society President Jose Pradeep said Keralam is entering a growth phase in Ayurveda wellness tourism. Health tourism is gaining traction globally, increasing Kerala's potential as a major destination in this market.

The state government has identified health tourism as a specific sector in its tourism policy and has begun efforts to develop and promote it. The government aims to brand Keralam as the 'Home of Ayurveda' globally.

Sellers from Keralam at KTM believe foreign delegates’ interest in the state's traditional medicine sector signals future growth.

Discussions at the mart focused on how the industry can adapt to changing traveller expectations and technology. Participants believed artificial intelligence’s growing role in planning and curating trips, while stressing that human interaction remains central to a memorable travel experience.

The state government and industry stakeholders also outlined plans to strengthen Kerala’s position in wellness and cruise tourism. Their approach centres on integrating specialized experiences with traditional leisure travel, rather than offering them as separate products.

Wellness and Ayurveda were prominent themes, reflecting rising international interest in preventive health and mental well-being. Cruise tourism also featured strongly. In his inaugural address, Chief Minister VD Satheesan set out an ambitious vision for making greater use of Kerala’s extensive coastline.

Together, the discussions and expansion plans point to a broader strategy: building tourism around distinctive, high-value experiences while preparing for changes in technology and travel demand. 

Ayurveda and Health Tourism is a media partner of the event.