MUMBAI: Kerala Tourism is launching a major market outreach, including the Kerala Partnership Meet 2025 in Mumbai, to showcase a wide array of new experiential products and strengthen the state's global appeal ahead of the crucial festival and winter holiday seasons.
The campaign aims to boost Kerala's reputation as a safe, hospitable, and welcoming destination while highlighting innovative offerings alongside its classic assets like backwaters and beaches.
Tourism Minister P A Mohamed Riyas noted that the upcoming campaign is meticulously planned to add momentum to the already massive surge in tourist arrivals the state has been witnessing. These roadshows and networking events are designed to increase visibility for products tailored to meet the demands of both domestic and international tourists.
Kerala's growing strength as a hub for Destination Weddings and MICE (Meetings, Incentives, Conferences and Exhibitions) events will be vigorously showcased during the B2B meets and trade fairs. PK Sooraj, Information Officer for Kerala Tourism, stated that the state is quickly emerging as a preferred location for event planners and corporate clients due to its spectacular landscapes, world-class facilities, and unique blend of tradition and modernity.
Among the new attractions on display are the Kochi-Muziris Biennale (December 12, 2025 – March 31, 2026) and the Champions Boat League (September 19 – December 6, 2025).
A key highlight is the announcement of India’s first travel literary festival, 'Yaanam 2025: Tales, Trails & Journeys,' scheduled for October 17–19, 2025, in Varkala. The three-day event will gather travelers, writers, and artists to promote Varkala as an experiential destination, fostering narrative tourism and sustainable travel.
The marketing drive comes after a strong performance, with Kerala attracting a record 2,22,46,989 domestic visitors in the calendar year 2024. Kerala Tourism Director Sikha Surendran stated that the state seeks to build on the increase in footfalls achieved since the post-Covid resurgence. The state's marketing efforts also recently earned the PATA Gold Award 2025 for the 'Most Engaging Social Media Campaign.'
The B2B roadshows and trade fair participations have been rolled out across major Indian cities, starting with Ahmedabad and Surat in September, followed by Mumbai, Pune, Chandigarh, and New Delhi in October, seeking to maximize the winter booking potential.