Kerala has achieved an impressive tourism recovery rate of 87.83 per cent, marking significant progress toward pre-COVID levels of foreign arrivals, which is higher than the national average of 48 per cent, state Tourism Minister P A Mohamed Riyas has said.

Addressing the Kerala Travel Mart 2024 event, the minister said: "As a state of resilience, Kerala has demonstrated remarkable recoveries following both the floods and the COVID-19 pandemic,
setting national trends in executing strategies for a swift rebound in tourism. According to UNWTO figures, international travel across the Asia-Pacific region is still recovering, currently at -18%, while the national average stands at 48% recovery. In contrast, Kerala has surpassed these benchmarks, achieving an impressive recovery rate of 87.83%, marking significant progress toward pre-COVID levels of foreign arrivals."

While underscoring Kerala's growing appeal among domestic tourists, the minister further highlighted that the state had, last year, set a historic record with 2.18 crore domestic travelers visiting the God's Own Country.

According to the minister, Kerala's tourism industry boasts a diverse range of experiences, including MICE, destination weddings, caravan tourism, adventure tourism, and more. However, Riyas said, one sector stands out as particularly noteworthy: Ayurveda. 

"Kerala is renowned for practicing the most authentic Ayurveda in the world. With a history that spans centuries, our treatments have consistently demonstrated results that can be assessed using modern medical systems," the minister said.

Riyas also touched upon how Kerala's expertise in Ayurveda is complemented by its growing reputation as a hub for medical tourism.

"Kerala boasts some of the most advanced hospitals and treatment facilities, establishing our state as a growing hub for health tourism. Whether it’s for medical treatments, dental care, Ayurveda, or wellness, we offer the most authentic facilities staffed by the best professionals in the field," he said.

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Kerala Tourism Minister P A Mohammed Riyas inaugurated the KTM 2024
Kerala Tourism Minister P A Mohammed Riyas inaugurated the KTM 2024

Seeking to lay out the future course of action to promote Kerala, Riyas said, "Investment and Innovation are the two pillars we aim to instill in this new phase of Kerala tourism, driving our vision to transform the sector into a key contributor to the state’s GDP -- targeting over 30%. Last year, we conducted our first-ever Tourism Investors Meet, which has rapidly progressed towards realizing numerous projects, fostering growth in the tourism sector while creating valuable employment opportunities."

"We are placing a strong emphasis on encouraging startups in tourism, seeking fresh ideas, concepts, and innovations to enhance the industry. As part of this initiative, we are excited to announce the launch of an Incubation and Innovation Center specifically for the tourism sector in our state. This center will collaborate with investors, industry leaders, the government, and aspiring entrepreneurs, including students, to cultivate new ventures and drive progress in tourism."

Riyas invited global industry partners to join the government's efforts to reimagine Kerala's incredible potential.

"With state-of-the-art infrastructure, world-class hotels, expansive convention centers, and the finest event management professionals, Kerala is set to offer unforgettable experiences for MICE (Meetings, Incentives, Conferences, and Exhibitions) travelers. Our successful hosting of the G20 meetings is a testament to the excellence we deliver and the unique experiences we craft for global visitors. Together, we can transform Kerala into the most desirable MICE and destination wedding hub in all of South Asia," he said.