The world is at our doorstep, literally. We welcome the world with open arms and show our home to guests, here pragmatically called buyers. We play good hosts and sellers. Athiti Devo Bhava comes to the fore. Behind the namaskaram and handshakes, behind the swaying Kathakali dancer, and the Ayurveda demo goes on hardcore business, helping the State fill its coffers and set the cash registers ringing for private businesses. In its eighth edition the Kerala Travel Mart (KTM) remains the best business platform for Kerala tourism.
This time round the mood is mixed. Just as there is optimism among the new players there is a sense of certitude among old-timers, caused by rising competition, exorbitant air fares making the destination unviable, jaded packages, and a fusty feel of the same old story.
“Yes, we need the next wave to rise,” says Jose Dominic, MD CGHEarth, and advisor to Kerala Tourism on the need of the hour. He speaks of “disruptive innovation” and fears that Kerala’s USP of “small and local” has undergone a shift and is fast becoming mainstream. That he warns is the danger and advocates strongly the need to remain organic, fresh and whacky. “Small things, more from less,” are his bywords. The State’s culinary aspect, he feels, remains untapped fully and could possibly be a sell-out.
Abraham George, president, Kerala Travel Mart Society (KTMS), lists out the three areas of innovation the industry is highlighting this time: destination wedding, rural tourism and culture tours.
“It is a fact that competitive products have come up; other States are marketing aggressively, and newer markets have opened up but we are repositioning and rebuilding ourselves,” he says.
At the venue where 240 international and 1,350 domestic buyers will explore the wealth of choices for the holidayer, Abraham and his team have put up live presentations of rural Kerala, of organic lifestyles, of kalyana mandapam showcasing possibilities beyond the touted surf, sand, and backwater package.
With farm tourism being promoted T. Unni of Hinterland Homestays is pleased. His firm belief that tourism in Kerala needs to veer off the beaten track is finding footing but he fears that incidents of “fleecing the tourists” is creating a negative reputation that the hospitality sector can well do without.
The Kochi Muziris Biennale, a mystical art jamboree, too is part of the inventory the State is offering to the buyers. The Biennale was a big draw and made a marked economic difference to small and local businesses in the city.
Amaury Ternynck, a French buyer with an office in the city, Tushita Travels, has been a visitor to the KTM for three editions. His clientele is the French leisure market and he focuses mainly on South India with Tamil Nadu and Kerala being his main area of operation.
“While TN is colourful and noisy, Kerala offers serenity and complete relaxation,” he says adding that his guests always wind up their holidays with Kerala, it being the icing on the cake.
Amaury says that it is Ayurveda and the wellness segment that attracts his guests the most. The two things he feels Ayurveda coterie could look at was promoting themselves on more properties and on reducing costs. “Remember, any guest taking Ayurveda treatment is a guest for a minimum of two weeks,” he says.
With 300 new buyers present at this year’s KTM there is definitely a reason to smile for State tourism. Added to this the industry is targeting newer markets like Australia, Brazil, Czechoslovakia, Denmark, Finland, Israel and Japan.
Manish Palicha, Head of Sales, Amritara Pvt. Hideaways, has six properties in the State that he is showcasing. He says, “Kerala has many options for the traveller and that is its best part. The argument over the destination being overpriced is not right, he feels for there is a range of accommodation available, from budget to high-end.
Unni agrees saying that small players, word-of-mouth marketing, and off mainstream clientele manage very economical deals.
“What is troubling is air fare. My return fare to Delhi is Rs. 28,000. A guest can easily go to Dubai and back,” says Manish, and reasons that Kerala tourism should have a package with airline industry for a viable deal.
It is the fourth in a row for Nilesh Shaw of TWX, a Destination Management Company, who rates KTM as one of the best shows in the travel and tourism world. But at this juncture he finds his product, Kerala, facing belligerent competition but getting a tepid push on global market from the State. “Kerala is so beautiful. The service providers here are the best, but I don’t see much promotion as before. We are still looking at Central Kerala. What about Bekal, Neeleswaram, and the rest of North Kerala?” he questions adding that it took him a seven-and-half hour journey from Kozhikode to Kochi through pot-holed roads. If the government pitches with proper infrastructure, he believes that Kerala can be one of the best products for a holidayer. “People love to come here,” he says.
