TBY: In many travel and trade fairs across the country, we hear about Kerala Travel Mart ( KTM) being the bench mark of quality and success. What is the story of KTM? Why/ how did the industry take a pro-active role in organising the first KTM? What is the role of Kerala Tourism department in KTM Society?

Mathew: The success of KTM is always measured by the enthusiasm of the participants(both Buyers & Sellers) at the following KTMs. It has come to a stage where one cannot be without attending KTM. The commitment and the close unity of many of the members of the Society for a common goal leads to the success of KTM.

One day in 2000, a few leading personalities in the Hospitality industry thought of a Travel Mart, showcasing one single tourism destination, Kerala, unlike the WTMS, ITBs and others where anyone could be a Seller. That is how KTM 2000, the first Kerala travel Mart was born. The uniqueness of this event is that only service providers and products in Kerala are eligible to be Sellers. The outcome of this Event was felt only a year later when Kerala Travel Mart Society came into being. This also highlighted the strength of the Private-Public partnership between the KTM Society and the Dept. of Tourism, Govt. of Kerala.

The Tourism Dept. takes care of all the promotions of KTM at the various Trade shows, Roadshows and through all the Indiatourism offices worldwide.

TBY: Till date, how many buyers and selllers have been registered for KTM 2008?

Mathew: At KTM 2008, we expect around 300 International and 400 Domestic Buyers to participate. As on date, 275 International and 520 Domestic have already registered

TBY: You have been at the helm of KTM for the past 6 years If you could list perceptional changes from the international and domestic buyers about Kerala as a destination, what would that be?

Mathew: I joined as the CEO of the KTM Society in 2002. As I see it, all Buyers keep on the look out for new/alternate destinations and Kerala has been found to be one which is going to stay for some time to come. Its variety, quality and accessibility have impressed all.

TBY: Looking at the trends in the last decade, Kerala is one of the most well known destinations in the world. With the growing concern about global warming and the contribution of long haul flights towards this is a heated debate. Now with the oil price is also on an all time high, many flight companies have started exercises to cut down their expenses that might lead to an increase in travelling cost. Would this be reflected in the incoming traffic to Kerala?

Mathew: Not really, because this is a worldwide phenomenon where the rise in costs is inevitable.With more airlines still coming into Kerala prices are not likely to go up for it to be a constraint for the real Tourist.

TBY: Kerala is now taking initiatives towards promoting Responsible Tourism in destinations. KTM 2008 is scheduled six months after the 2nd International Conference on Responsible Tourism in Kochi. Will KTM take any initiative in promoting Responsible Tourism at the mart in Sept08? If so, what will it be?

Mathew: No. KTM has not gone by any particular theme since it is purely a Buyer - Seller meet where the focus is on the various individual Sellers.

TBY: Though the name Kerala is synonym to KTM as of now, do you see KTM moving to a global stage similiar to the way the ITB is now coming to Singapore? Or will KTM continue to remain as a destination promoter for Kerala only?

Mathew: We would like to take each Mart as it comes though going global is surely on the cards. A South Indian Travel Mart may also be a possibility.

TBY: Thank you!

The Blue Yonder will be exhibiting at The Kerala Travel Mart in Cochin. As always, we have some pioneering holiday experiences to share with you in Kerala. Contact us for appointments.