Kerala Takes Its Experiential Tourism Story to WTM London

Kerala's landscapes, living traditions and community-based travel experiences are drawing renewed interest from international travel markets, Tourism Minister P C Vishnunadh has said at the World Travel Market (WTM) London, where the state is showcasing its experiential tourism offerings ahead of the upcoming international travel season.

“There has been a renewed interest among travel enthusiasts in the unique attractions Kerala offers—whether the charming nature, vibrant culture and local community experience or Ayurveda-based wellness,” the Minister said.

He noted that the state's shift towards experiential tourism, with packages bringing together diverse aspects of its natural and cultural heritage, was finding a positive response among international travel and hospitality partners. Kerala expects this interest to contribute to increased visitor arrivals in the coming season.

At the three-day event, which opened on November 3, Kerala has set up a 100-sq-m pavilion under the theme 'State of Wonder'. Inspired by the grandeur of Pooram festivals, the pavilion brings together the colours and spectacle of traditional festivities, with caparisoned elephants, vibrant parasols and cultural displays offering visitors a glimpse of the state's rich heritage.

The state's participation also brings together seven tourism industry partners representing its hospitality, wellness and travel sectors. They include Abad Hotels & Resorts, Kairali Ayurvedic Health Resorts, Paul Resorts and Hotels, Pioneer Personalized Holidays, Santamonica Tours and Travels, Somatheeram Ayurveda Group and UDS Group of Hotels.

The delegation is led by Tourism Minister P C Vishnunadh and includes Anjana M, IAS, Director of Kerala Tourism, along with representatives from the participating establishments.

WTM London brings together tourism destinations, travel buyers, tour operators and hospitality businesses from across the world, providing a platform to explore new markets and build industry partnerships.