Foreign buyers impressed by experiential tourism avenues in Keralam

An interactive session held at the Kerala Responsible Tourism Mission Society stall at the Kerala Travel Mart in Kochi on September 25, 2026. | Photo Credit: John L. Paul 

Foreign buyers attending the 13th edition of the Kerala Travel Mart (KTM) have cited the need to augment marketing of Keralam’s attractive locales and the diverse cultures of the country to increase tourist footfall to the State and the country.

Han Jae Chul, a global tour operator from South Korea and an ardent reader, did a lot of homework prior to attending the travel mart. “Among other books, I read of Bhimrao Ambedhkar, the Bhagawad Gita, and The God of Small Things. During the past 36 years as a tour operator, I visited over 100 countries. India and Keralam ought to step up their tourism campaigns and promote their diverse culture abroad, especially in Korea, since only 1.20 lakh of the total 20 million outbound tourists from my country visit India each year. Koreans give much importance to their safety at destinations and during travel. A much smaller country like Vietnam attracts over a million Korean tourists,” he told The Hindu, at the mart’s venue.

Among the meetings, incentives, conferences and exhibitions (MICE) tourism promoters attending the KTM was Juliana Teles From Sao Paulo, Brazil. “My firm focusses mainly on incentive tourism, and Keralam is getting popular in Brazil as a locale for relaxed trips and as a wellness destination. However, the Golden Triangle — Delhi, Agra, and Jaipur — is more popular back at home,” she said.