Ahead of the peak inbound and domestic tourism season coinciding with Dussehra and Diwali holidays, Kerala Tourism has unpacked a wide array of riveting products and packages along with its ever-green destinations and experiences, at a partnership meet here today.

“A Wonderful World” was the theme of the premier B2B and networking event held at The Lalit New Delhi, spotlighting on the state’s emergence as a never-miss experiential tourism hub, promising diverse offerings to the visitors ranging from stay at scenic destinations to immersing in unique cultural experiences.

Kerala Tourism Additional Director (General) Shri Sumit Kumar Thakur, IAS, made a presentation highlighting Kerala’s unique tourism products.

Apart from long-storied panoramic sites and attractions such as spotless beaches, breathtaking hill stations and houseboat cruises on tranquil backwaters, a slew of fresh and riveting products are also on offer, turning a visit to the state into a complete experience.

The packages highlighted Keralam as an integrated destination where travellers can have multiple experiences during a week-long itinerary that will take them across the state.

According to the latest tourism statistics and trends, there has been an all-season surge in footfalls with the first quarter of 2026 (Q1) registering a 10.98 per cent increase in domestic tourist arrivals compared to Q1 of 2025.

This round of partnership meet assumes added significance as the state government will soon be unveiling its policy framework on according industry status to tourism sector, making the state a safe, viable and sustainable investment destination for travel and hospitality industry.

“Getting industry status has been a long-pending demand of stakeholders in the sector. We expect this decision will yield a lot of investment “, said Shri. P. C. Vishnunadh, Minister for Tourism, Cinema and Cultural Affairs Minister, Government of Kerala, said in a message.

Earlier this month, the State Tourism Department had launched the ‘Brand Wayanad’ initiative, which brings to focus the natural beauty, heritage and agricultural and cultural traditions of upland Wayanad district in north Kerala, bordering with Karnataka and Tamil Nadu.

This goes well with the government’s policy of collaborating with other tourist destinations in the country, opening a new chapter in sustainable cooperation. As part of this strategic shift, joint tourism circuits connecting destinations with similar features, including regions like Coorg and Mysore in Karnataka, the Nilgiris district of Tamil Nadu and even countries like Sri Lanka, are being explored.

A string of new circuits traversing cultural, historical and spiritual landmarks have also been marked in Keralam’s tourism map.   A calendar of cultural events and traditional festivals is also available, enabling visitors to choose the place and time as per their preference.

The packages being prominently promoted include the Kochi-Muziris heritage network, which presents highly fascinating layers of Keralam’s maritime and cultural links with West Asia and the Mediterranean lands, being the centre of a thriving spice trade dating back to centuries.

The tourism infrastructure in the state has also got upgraded to make the entire ecosystem barrier-free and accessible. The integration of the tourism sector with AI and cutting-edge digital tools has made information flow accurate and seamless, making tour packages and logistics hassle-free.

In its ‘25 Best Experiences In 2026’ report, reputed global travel guide Lonely Planet featured Keralam’s culinary culture as one among the top 25 best travel experiences to enjoy in 2026, featuring Keralam as the only Indian state on this prestigious list.

The state is well-prepared to receive an increased footfall this season, on the strength of new products and packages that will take visitors through a whole set of highly fascinating places and experiences, said Shri Bju K, Secretary Tourism, Govt of Kerala.

“Our outreach campaigns across the country have received good response, and we are confident that will be reflected during the unfolding season” said Smt Anjana M, Director Kerala Tourism.

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The 13th edition of the biennial mart brought together tourism businesses, international and domestic buyers, government representatives, hospitality companies, travel professionals and media, reinforcing Kerala’s position as one of India’s leading experiential tourism destinations.

The inaugural ceremony at Grand Hyatt Kochi, Bolgatty, was formally inaugurated by Kerala Chief Minister V.D. Satheesan. P.C. Vishnunadh, Minister for Tourism, Culture & Cinema, presided over the function, while M. Liju, Minister for Cooperation and Excise, attended as Guest of Honour. Suman Billa, Additional Secretary and Director General, Ministry of Tourism, Government of India, delivered the keynote address.

Kerala Tourism Secretary K. Biju presented the state’s tourism vision, while Kerala Tourism Director M. Anjana released the Sellers Directory. The event also brought together senior political, civic and tourism officials, as well as former presidents of the Kerala Travel Mart Society, reflecting the continuity and institutional strength behind KTM. Jose Pradeep, President of the Kerala Travel Mart Society, welcomed the gathering, while S. Swaminathan, Secretary, proposed the vote of thanks. A cultural programme jointly organised by the Department of Tourism and KTM added a distinctive Kerala touch to the opening evening.

A Major B2B Platform

The business programme was the heart of KTM 2026. B2B meetings and the exhibition were held from September 25 to 27 at the Sagara and Samudrika Convention Centres on Willingdon Island.

The mart recorded more than 3,000 buyer registrations, including 1,200 hosted buyers and 300 non-hosted buyers from India and overseas. The exhibition featured 383 seller stalls representing tourism enterprises and 25 government stalls. More than 45,000 business meetings were scheduled, creating opportunities to promote Kerala, build partnerships and attract investment into the tourism sector.

For buyers, KTM offered an opportunity to discover not only established destinations but also Kerala’s expanding portfolio of wellness, responsible tourism, MICE, weddings, adventure, culture, nature and luxury experiences.

The event also generated significant media interest, with 138 media representatives—71 international and 67 national journalists—registered to cover the mart.

A Destination Built Around Experiences

Kerala’s greatest tourism advantage is its ability to offer multiple experiences within a relatively compact geographical area. A visitor can explore historic Kochi, cruise the waterways of Kumarakom or Alappuzha, travel into the tea-covered hills of Munnar, explore the forests of Thekkady and finish with Ayurveda and a beach stay.

Few destinations combine heritage, nature, wellness, adventure, cuisine and leisure so seamlessly.

This diversity is increasingly relevant to international travellers seeking meaningful experiences rather than conventional sightseeing. Kerala’s Responsible Tourism Mission has strengthened community-based tourism involving village life, agriculture, fishing, handicrafts, traditional cuisine and local storytelling. The result is a deeper connection between visitors and the communities they encounter.

The Timeless Magic of the Backwaters

The backwaters remain Kerala’s most recognisable tourism experience, but the product continues to evolve. The waterways of Vembanad and Ashtamudi, along with the state’s canals, lagoons and rivers, can be explored through luxury houseboats, traditional kettuvallams, private boats and intimate canoe journeys.

Travellers can move through villages, observe fishing communities, walk beside paddy fields and experience a quieter side of India. Kumarakom offers an upscale interpretation of the backwater experience, while Alappuzha remains one of the best-known gateways. Kollam and Ashtamudi provide quieter and more immersive alternatives.

The backwaters appeal to different markets: romance for honeymooners, discovery for families, privacy for luxury travellers and rich visual opportunities for photographers.

Heritage That Comes Alive

Kerala’s cultural story is equally compelling. Fort Kochi and Mattancherry reflect centuries of maritime trade and cultural exchange through churches, synagogues, mosques, colonial architecture, cafés, galleries and the iconic Chinese fishing nets.

Yet Kerala’s heritage extends beyond monuments. Kathakali, Mohiniyattam, Kalarippayattu and Theyyam allow visitors to experience living traditions. Festivals such as Onam and Thrissur Pooram, along with Kerala’s celebrated snake-boat races, add further colour to the state’s cultural identity.

For the international travel trade, these traditions create opportunities for specialised culture, heritage, photography, food and festival itineraries.

Ayurveda and the Wellness Traveller

If the backwaters represent Kerala’s visual identity, Ayurveda is one of its strongest international tourism propositions.

Kerala has established a global reputation for Ayurveda, yoga, meditation and holistic wellness. Today’s wellness traveller, however, expects more than treatments. Kerala can combine traditional practices with luxury accommodation, healthy cuisine, nature, yoga, meditation and personalised programmes.

A holiday can combine Kochi, Munnar or Kumarakom with an extended wellness retreat, or be designed entirely around rejuvenation, Ayurveda and slow living. The combination of natural surroundings and established wellness traditions gives Kerala a strong competitive advantage as wellness becomes an increasingly important part of international travel.

From Destinations to Curated Journeys

One of Kerala’s biggest opportunities is the shift from standard packages to personalised, thematic itineraries.

A Luxury Kerala Journey can combine Kochi, Kumarakom, Munnar, Thekkady and Kovalam. A Wellness Journey can bring together Ayurveda, yoga, healthy cuisine and nature. A Culture and Heritage Journey can connect Kochi, Thrissur, Kozhikode and Kannur.

A Slow Kerala itinerary could focus on Kumarakom, Alappuzha, Kuttanad and Marari, while an Adventure and Nature circuit could link Munnar, Thekkady, Wayanad and Bekal.

Kerala’s beaches, backwaters, resorts, heritage venues and cultural experiences also create strong possibilities for destination weddings and celebrations. This flexibility gives the state considerable potential among luxury FITs, MICE groups, honeymooners, wellness seekers and repeat visitors.

Hospitality and Cuisine Strengthen the Proposition

KTM 2026 also provided a platform for hospitality partners to showcase Kerala’s accommodation diversity, ranging from heritage and urban properties to hill resorts, backwater hotels and nature-based stays. Among the partner properties and institutions associated with the event were Abad Fort, Clouds Valley Leisure Hotel, Cardamom County, Backwater Ripples, Bolgatty Palace, Bolgatty Palace and Island Resort, and Kerala Forest Development Corporation.

Kerala’s culinary identity adds another dimension. Seafood, Malabar biryani, appam and stew, puttu, vegetarian Sadya, coconut-based curries and spice-rich preparations offer travellers a cuisine deeply connected to the state’s land and history.

Cooking classes, spice plantation visits, market tours, farm-to-table experiences and meals with local families can transform food from an element of a holiday into a central travel experience.

Taking the Experience Beyond the Mart

The value of KTM continues after the exhibition. Selected participants were offered post-mart familiarisation tours covering 12 major destinations from September 28 to October 3.

Such programmes are particularly valuable for a destination as diverse as Kerala. Buyers may recognise names such as Kochi, Munnar, Thekkady, Kumarakom and Alappuzha, but experiencing the destinations firsthand helps them understand how these places can be combined into compelling itineraries.

A quiet backwater village, a walk through a tea plantation or a traditional cultural performance can transform the way a destination is presented and sold.

KTM 2026 and Kerala’s Global Ambition

The significance of KTM lies in bringing Kerala’s diverse tourism experiences together under one professional B2B platform. The 2026 edition demonstrated the state’s broader tourism proposition—responsible tourism, wellness, MICE, weddings, adventure, culture, nature and luxury alongside its established attractions.

The event also reflected the industry’s growing use of technology, with registration, business meetings, seminars and other processes supported by a new software system and mobile application.

But the numbers and technology tell only part of the story. At its heart, KTM is about relationships: buyers meeting sellers, travel professionals discovering new possibilities and Kerala presenting itself directly to the global marketplace.

Kerala’s enduring appeal does not rest on one attraction but on the way its experiences connect—the slow movement of a houseboat through palm-fringed waterways, the aroma of spices in a traditional kitchen, the drama of Kathakali, the energy of Theyyam, mist over a Munnar tea estate, an Ayurvedic treatment beside the sea or an unhurried conversation in a village.

That is what Kerala Travel Mart 2026 communicated to the global travel industry. Kerala is no longer simply selling destinations. It is selling stories, emotions, wellness, culture, authenticity and experiences that can be tailored to individual travellers.

The opportunity for the travel trade is clear: present Kerala not merely as a list of places, but as a collection of experiences that encourage longer stays, higher-value travel and repeat visitation.

Kerala has already earned its reputation as “God’s Own Country.” The next chapter is about showing the world that it is also a destination for the future of global travel—deeply authentic, remarkably diverse and endlessly experiential.

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The seminar, held as part of the World Tourism Day, was moderated by Sumit Kumar Thakur, MD, KTDC and ADG, Kerala Tourism.

Leading the session on the concluding day of the three-day event, Shri APM Mohammed Haneesh, Additional Chief Secretary, Industries Department, said tour operators need to reinvent their offerings in line with the global market trends at a time when travellers are increasingly seeking unique and personalised experiences.

APM Mohammed Haneesh, Additional Chief Secretary, Industries Department, speaking at panel discussion on ‘Digital Agenda and AI to redesign tourism’ at Kerala Travel Mart (KTM) 2026 in Kochi on Sunday. Also seen are:  Sumit Kumar Thakur, MD, KTDC and ADG, Kerala Tourism; Anish Kumar, CEO, The Travel Planners; Soorajith Radhakrishnan, Secretary, Wayanad Tourism Organisation; and Digital Evangelist Sarath V. Raj.

At the same time, it is important to maintain a clear distinction between personalisation and privacy, Shri Haneesh noted, cautioning against the unnecessary sharing of sensitive personal information.

Shri Anish Kumar, CEO of The Travel Planners, said that tourism businesses should optimise their content and digital presence for large language models (LLMs), while also leveraging AI tools and social media for marketing.

He also pointed to potential applications of AI in destination management, including crowd management during peak tourist seasons in destinations such as Munnar and Wayanad in Kerala.

Shri Soorajith Radhakrishnan, Secretary, Wayanad Tourism Organisation, however, cautioned that it should be ensured that AI does not dominate the tourism experience.  AI could nevertheless play an important role in destination management and heritage conservation, including helping regulate visitor access to museums housing rare artefacts to minimise the risk of damage, he said.

Digital evangelist Shri Sarath V. Raj said AI was transforming the way businesses operate and described the current phase as an “agentic AI era”, requiring the tourism industry to adapt and optimise for emerging AI-driven systems.

He said the application of AI in tourism needs to be addressed at the policy level, while highlighting its potential to enable mass personalisation of travel experiences.

KTM President Shri Jose Pradeep, immediate past president Shri Baby Mathew, and past presidents Shri Abraham George and Shri E. M. Najeeb presented mementos to the panellists.

A seminar on “Muziris as a World Tourism Heritage Destination” was also held.

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Built on the core philosophy of being an event “by the travel fraternity, for the travel fraternity,” this year’s celebration reached unprecedented heights in bridging diverse travel stakeholders, fostering economic partnerships, and recognizing industry excellence.

Distinguished Leadership and Inauguration
The mega convergence was graced by an esteemed national and international dignitaries. Dr. Raj Bhushan Choudhary, Union Minister of State for Jal Shakti, attended the event to extend his support and highlight the vital role of tourism in driving economic empowerment and cultural integration across the nation.

The grand inaugural ceremony was jointly led by industry stalwart Mr. Subhash Goyal, Chairman of the STIC Travel Group, and His Excellency Mr. Aleksander Sitnikov, the Economics Counsellor of The Russian Federation, marking a historic opening for the day’s proceedings.

Unmatched B2B Synergy and Networking
The event successfully facilitated high-value strategic networking with an exclusive lineup of more than 20 top-tier B2B exhibitors. The exhibition floor provided an expansive platform for destination showcasing, partnership building, and exclusive B2B deal-making among key stakeholders.

Celebrating the Spirit of Tourism
True to the spirit of World Tourism Day, the business convergence seamlessly blended with a Bollywood celebration by Vishal Shrivastavaa (Bollywood playback singer). Following the intensive B2B meetings and the felicitation ceremony, delegates enjoyed a curated networking lunch alongside the electrifying musical performance.

The Organizing Vision
The overwhelming response and flawless execution of the 6th Edition were spearheaded by a dedicated core organizing committee:

Shridhar Jha – Founder
Pranav Bansal – Organizer (and General Secretary, Global Association of Events and Hospitality Professionals – GAEHP)
Rajesh Dhanker – Organizer
Ms. Goldy – Organizer
Dilip Rajput – Organizer

Due to the unprecedented volume of registrations and overwhelming response from the trade community, the organizing committee is already evaluating expanded infrastructure and capacity capabilities for the 7th Edition in 2027 to accommodate an even larger footprint of global and domestic travel professionals on 25th September 2027.

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The Travel Agents Association of India (TAAI), India’s nodal association with about 2,500 companies actively engaged in Travel, Tourism, Hospitality & MICE, are delighted to announce the Grand Celebrations of TAAI’s 75 years of Excellence at their 69^th TAAI Convention & Exhibition of TAAI at Kolkata, West Bengal.

The 3-Day Convention will be held from the 25^th to 27^th October, 2026 at ITC Royal Bengal, Kolkata.

The Convention holds special significance as TAAI celebrates 75 years of Excellence, Leadership and Service to Indian Travel, Tourism & Hospitality.

Established in 1951, TAAI has been at the forefront of India’s Travel & Tourism industry for 75 years, promoting the growth of the sector and bringing together travel professionals from across the country. TAAI represents about 2,500 member companies engaged actively in Outbound, Domestic, Inbound Tourism; Travel. Their member companies are well known for the MICE Tourism they are involved with. TAAI, continues to have at its focus, India, as a Leading Destination, and promote this feature Nationally & Globally.

The 69th Convention comes to India

Guided by the call of our Hon’ble Prime Minister Shri Narendra Modi ji, TAAI’s Managing Committee has decided that the 69^th Convention will be held in India, a departure this year, from the doing it overseas. The decision reflects TAAI’s commitment to Incredible India, strengthening domestic tourism and showcasing India’s immense tourism potential to the global travel fraternity.

A landmark gathering of the Indian travel industry

The three-day convention is expected to bring together approximately 900 delegates and media from across India.

The event will bring together leaders from the Government, stakeholders in Travel, Tourism and Hospitality Industry; Airlines, Hotels, Destinations, Technology Companies; MICE products and services and other allied sectors, creating a platform for industry interaction, collaboration, networking and discussions on the opportunities and challenges shaping the future of Indian Travel & Tourism.

Celebrating 75 years – Looking towards the future

The 69th TAAI Convention & Exhibition is particularly significant as the Association celebrates its 75 Years of Excellence. A rare happening indeed.

TAAI’s journey over seven and a half decades reflects its continued commitment to the growth and development of India’s travel and tourism ecosystem. The Convention in Kolkata will provide an opportunity to celebrate this rich legacy while looking ahead to the next chapter of India’s Travel & Tourism journey.

Remarks Mr Sunil Kumar, the President of TAAI, “The 69th TAAI Convention & Exhibition is a very special milestone for our Association as we celebrate 75 years of Excellence, Leadership and Service to Indian Travel, Tourism & Hospitality Industry. We are delighted to do our Convention in India and particularly in Kolkata. This decision, reflects our commitment to Incredible India and to strengthening domestic tourism. We look forward to bringing the Indian travel fraternity together in Kolkata and creating a meaningful platform for collaboration and the future growth of our industry.

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This year, the ten-day Onam season started on August 16 with the day of Atham in the traditional calendar, bringing in its wake a zealously-preserved tradition celebrated by Malayalis since ancient times, cutting across social and economic barriers. The festival culminates with the ‘Thiruvonam’ Day on August 26.

Onam is defined by its beauty, grace, charm and inclusivity. Though at its core is a Hindu myth, Onam is a festival that blurs borderlines of faith and social rankings. The festival is deeply ingrained in the socio-cultural ethos of Malayalis, whether they live in Kerala or in any part of the world.

Onam, which falls in the month of ‘Chingam’ in the Malayalam calendar, comes after three months of southwest monsoon, with fresh shoots springing from the bowels of Mother Earth. For an agricultural community, which Kerala essentially was until not-so-distant past, the season implied the paddy harvest time.

The Mahabali Myth

Onam has a legend behind to it. The region comprising Kerala was eons ago ruled by the Asura King Mahabali. So ideal was his reign that the kingdom was like a paradise on earth—no trace of lie, deception or malice of any kind.

Could such harmony be allowed to flourish in the mundane world? Of course, it made the Devas envious. They hatched plans to bring an end to the golden era. Instigated by them, Lord Vishnu transfigured into a dwarf (Vamana) and came down to Mahabali. Always keen to welcome guests, the king expressed his willingness to grant anything the visitor would request.

The dwarf asked for three steps of earth. Mahabali agreed. Ahead of taking his first step, Vamana suddenly grew in size to emerge like a titan. Thus, his one foot covered the whole of earth, the second the whole of heaven. As there was no ground left, Mahabali offered his head for the dwarf to place his foot on a third time. The emperor was stomped down to the netherworld (Patal). Resolved to his downfall, the king asked for a favour: “Can I visit my subjects once a year?” Yes, said Vishnu generously. And that’s the Onam season, the homecoming of Mahabali every year, to be welcomed by his subjects with all honours.

Floral Carpet

The most enduring and colourful image of Onam is the tradition of laying out floral carpets to welcome Mahabali. It is also known as ‘Atha Pookkalam’ as it starts at homes on the ‘Atham Day’, 10 days ahead of Thiruvonam.

These days Onam has assumed a larger social dimension, with festivities spilling over to community cultural spaces. So, Pookkalam is laid out in schools, offices and even tech campuses.

A visitor to the state during Onam is greeted with the Pookkalam, laid out with a variety of flowers adorning the front yard of homes. Members of families, including little ones, give full play to their aesthetic sensibility in making the floral carpet. With fast-paced urbanisation turning vast swaths of land into concrete jungles, the flowers for Pookkalam now mostly come from neighbouring states.

Onam Sadhya, the Multi-Dish Feast

The Onam Sadhya, the multi-dish feast served on a plantain leaf, is a delicious highlight of the festival. Traditionally, the Sadhya used to be prepared by women at home, with the menfolk lending a helping hand to fry banana chips and fritters.

The dishes, laid out on banana leaves, are  vegetarian . Rice, sambhar, avial, rasam, olan, erissery, pappadam, fried banana chips and pickles make the list pretty long, along with savouries like sweet ‘pradhaman.’ In parts of the Malabar region (north Kerala), fish and meat are also added to enliven the menu.

These days, the full-course Sadhya—complete with the banana leaf—gets delivered directly to homes. Scores of restaurants and caterers make a roaring business during the season. Onam Sadhya is available in major restaurants and star hotels during Onam across major cities in India, as well as in the Middle East, the USA, and the UK.

Women at the Centre of Festivities

Onam has always been a time for people to engage in arts and sports, seeing the return of many cherished traditions. At a time when women were essentially homemakers, Onam was an occasion for them to express their artistic talents, traditionally before family audiences.

There are choreographic expressions like Kaikottikali, in which dancers clap their hands in unison while moving clockwise and anticlockwise rhythmically. The themes are drawn from Hindu mythology; however, an offshoot in Christian homes is called Margamkali, where the lyrics are largely Biblical. The Islamic tap-and-sing traditions of DuffMuttu and Arbanakali are also popular.

Sporting Season for Men and Children

In parts of Kerala, Onam offers an occasion for men to display physical prowess by engaging in a pastime fight called Onathallu, which has its combat tactics borrowed from the martial art of Kalaripayattu. They also engage in many other rural sports.

Community Cultural Spaces and Tourism Week

From home grounds, these cultural expressions have moved to community spaces. The State Government organises Onam Celebrations on a grand scale for a whole week in the state capital, district headquarters, and cities and towns across the state. In suburban and rural areas, local cultural outfits take the lead in organising the festival.

The season also sees a massive inflow of tourists to Kerala. For hosting and taking them around the festival venues, the Tourism Department has made special arrangements.

“The week-long celebrations will showcase Kerala’s cultural diversity, traditions, artistic heritage and tourism potential. The celebrations are aimed at presenting Kerala’s traditional and cultural heritage along with its tourist attractions,” said Tourism Minister Shri P. C. Vishnunadh.

The Onam season also provides  the visitors an opportunity to experience the eclectic culture of the people, the Minister added.

This year, the week-long Tourism Week Celebrations, organised by the Tourism Department, will be inaugurated by Kerala Chief Minister Shri V. D. Satheesan in the presence of the Tourism Minister, along with Malayalam film actor Kunchako Boban  in Thiruvananthapuram on August 24. The celebrations, dominated by cultural programmes and the illumination of main thoroughfares and landmark buildings, will conclude with a grand, colourful pageantry on August 30.Vice President of India Shri C P Radhakrishnan will flag off the cultural procession. 

Boat Races

Onam is also the season of boat races. Kerala has a string of sprawling backwaters. The Travancore region—especially the rice-bowl of low-lying Kuttanad—serves as the hub of boat races. The prime attraction is the chundanvallam: snake-boats, as long as 140 feet and accommodating 120 paddlers. There are also smaller vessels, enabling women to contest as well.

Ironic Twist

Though Onam is primarily a festival that welcomes the return of Mahabali, in some regions the celebrations also take on an ironic twist. For many, it is also an occasion to worship Maha Vishnu, who transfigured as Vamana to banish Mahabali to the netherworld.

As part of this tradition, clay cubes that are made, and floral offerings are placed at its base. This  ritual is called  worshipping Thrikkakarayappan , representing Lord Vishnu, who is believed to have ended the mythological Mahabali regime. However, this in no way dampens the festive spirit, whose core focus remains the joyous homecoming of Mahabali.

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The event focused on strengthening collaboration between government, industry and the skilling ecosystem to address emerging workforce requirements and create stronger pathways from skills to employment. The growing Tourism and Hospitality sector presents significant opportunities for employment and entrepreneurship, while also creating a need for a larger pool of skilled and industry-ready professionals.

The programme was graced by members of NCVET and representatives from the National Skill Development Corporation (NSDC) and the Ministry of Tourism (MoT), senior Board Members of the THSC Governing Board, and prominent leaders from the industry, training partner network, and wider skilling ecosystem.

Mr. Rajan Bahadur, CEO, Tourism & Hospitality Skill Council, said:

“The Tourism and Hospitality sector is growing, and with that growth comes an enormous responsibility to ensure that the workforce grows with it. Partnerships are the bridge between what the industry needs and what the skilling ecosystem delivers. THSC Connect is about converting these partnerships into action—through industry-led training, stronger employer linkages, meaningful CSR interventions, apprenticeships and new pathways to employment. Our objective is simple: every young person we skill should be better prepared for a real opportunity in the world of work.”

Ms. Jyoti Mayal, Chairperson, Tourism & Hospitality Skill Council, said:

“The strength of Tourism and Hospitality lies in its people. As India emerges as a major global tourism destination, developing a skilled, professional and future-ready workforce will be central to sustaining this growth. THSC Connect brings together the different pillars of this ecosystem to share experiences, recognise successful collaborations and identify new opportunities. When industry, government and training partners work with a shared purpose, skilling becomes more than a programme—it becomes a pathway to careers, livelihoods and national growth.”

The event saw participation from leading hospitality and tourism organisations, industry leaders, corporate and CSR representatives, training partners, educational institutions and other stakeholders. The presence of both industry and training partners highlighted the importance of closer alignment between training delivery and the actual requirements of employers.

The programme featured discussions and presentations on corporate-led social responsibility and skilling initiatives, government schemes and policy, industry partnerships, international employment opportunities and emerging workforce requirements.

The event also featured four focused panel discussions:

• Shaping the Future Workforce: Skills for a Changing Tourism & Hospitality Industry
• Partnerships That Perform: Transforming Skilling Through CSR & Industry
• The Future of Learning: Student Investment, Industry Outcomes
• Unlocking State Potential Through Skill Partnerships

The discussions brought together senior representatives from industry, government and the skilling ecosystem to deliberate on changing skill requirements, industry-led training, CSR investments in skilling, learner outcomes and opportunities for state-level partnerships.

The programme also featured the THSC Skill Champions Awards & Recognitions, celebrating organisations and individuals who have made significant contributions towards skill development and workforce transformation in the Tourism and Hospitality sector.

With “The Power of Partnerships” as its central theme, THSC Connect 2026 reinforced the need for sustained collaboration across the ecosystem to build a workforce capable of supporting the continued growth and global ambitions of India’s Tourism and Hospitality sector.

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The sales mission brought together 47 Malaysian tourism stakeholders, comprising tour operators, hoteliers and airline partners, to strengthen trade partnerships, expand business opportunities and reinforce Malaysia’s position as a preferred destination for Indian travellers. The programme also served as a platform for business-to-business (B2B) engagements, networking and the development of new travel opportunities between Malaysian and Indian tourism stakeholders.

The mission was led by Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, and organised in collaboration with Batik Air, reflecting the strong public- private partnership in promoting Malaysia as a premier tourism destination.

Commenting on the initiative, Mr. Mohd Amirul Rizal Abdul Rahim said, “India remains one of Tourism Malaysia’s most important and fastest-growing source markets. While the current geopolitical developments and evolving international travel landscape may influence travel sentiment in certain regions, Tourism Malaysia remains committed to maintaining a strong presence in the market and ensuring Malaysia remains top of mind among Indian travellers. This calls for sustained, targeted and market-driven promotional efforts, supported by close collaboration with our airline partners and the travel trade.”

Mr. Mohd Amirul Rizal added, “Through this sales mission, we aim to strengthen business partnerships, generate new commercial opportunities and encourage our industry partners to develop more attractive and competitive travel packages tailored to the Indian market. At the same time, we want to inspire travellers to explore destinations beyond the traditional Kuala Lumpur and Genting Highlands itineraries.”

“Destinations such as Sarawak, Langkawi, Penang, Johor and Sabah offer tremendous potential for the Indian market, featuring diverse experiences ranging from nature, adventure and island holidays to cultural heritage, gastronomy, shopping, family attractions, MICE and destination weddings. Promoting these destinations more extensively will encourage longer stays, higher visitor spending and repeat visitation.”

India continues to be one of Malaysia’s key international source markets, supported by an extensive network of more than 190 direct flights weekly, offering a seat capacity of over 37,000 seats per week. This strong air connectivity provides seamless access to Malaysia and continues to support sustained growth in visitor arrivals.

The market also continues to record encouraging performance. Following the introduction of visa-free travel for Indian nationals in December 2023, Malaysia welcomed more than 1.5 million visitor arrivals from India in 2025, placing India among Malaysia’s top five international source markets, alongside Singapore, Thailand, Indonesia and China. This positive momentum is expected to continue through 2026 and beyond.

With the Visit Malaysia campaign extended through 2027, Tourism Malaysia will further intensify its promotional initiatives in India to sustain the momentum generated under Visit Malaysia 2026 while building a stronger pipeline of visitors for the extended campaign period. The extension provides greater opportunities to deepen industry collaboration, maintain Malaysia’s destination visibility and strengthen market confidence amid an evolving global tourism environment.

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The travel, tourism and hospitality fraternity is gearing up for the 6th Edition of the World Tourism Day Celebration, scheduled for September 26, 2026, at Udman Hotels and Resorts, NH8, Delhi.

Organised by the Purvanchal Paryatan Association in association with the Great Indian Travel Fest (GITF), the event is expected to bring together 1,000+ tourism professionals and delegates, including more than 100 domestic and international hosted buyers. Travel agents, tour operators, hoteliers, DMCs, tourism boards and hospitality professionals are expected to participate.

The 2026 edition will focus strongly on B2B networking and business opportunities, giving tourism and hospitality companies a platform to meet buyers, showcase destinations and travel products, and explore new partnerships and markets.

Six Editions, One Growing Tourism Platform

Founded in 2021 by Mr. Shridhar Jha, the World Tourism Day Celebration has grown from a small industry gathering into a broader platform for the tourism fraternity. Over the years, the event has brought together travel trade professionals, hoteliers, destination specialists and other industry stakeholders.

The event has been hosted at leading properties across Delhi, including Hotel Stanley, Sakura by MAPS Group, Welcome Hotel ITC Dwarka and Radisson Blu Hotel Dwarka. The 2026 edition will move to Udman Hotels and Resorts, NH8.

Buyers, Businesses and New Opportunities

A major highlight this year will be the participation of 100+ hosted buyers from domestic and international markets. The organisers expect the programme to create direct opportunities for hotels, resorts, DMCs, tourism boards and experience providers to connect with potential business partners.

Alongside business networking, the celebration will highlight culture, heritage and sustainable tourism, with the organisers promoting stronger collaboration across the tourism value chain.

The event will also feature entertainment and engagement activities, including a lucky draw every 30 minutes, with gifts, tour packages and hotel stay vouchers for participants. The organisers are presenting this year’s gathering as a “Celebration of WTD in Bollywood’s Style.”

Event Details

Date: September 26, 2026
Venue: Udman Hotels and Resorts, NH8, Delhi
Organisers: Purvanchal Paryatan Association & GITF
Expected Participation: 1,000+ delegates
Hosted Buyers: 100+ domestic and international
Focus: B2B networking, business opportunities and sustainable tourism

With its combination of business networking, destination promotion and celebration, the 6th Edition is expected to provide a valuable meeting point for India’s travel and hospitality community and its international business partners.

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SATTE (South Asia’s Travel & Tourism Exchange), South Asia’s leading travel and tourism exhibition, has announced the introduction of its AI-Powered Visitor & Buyer Qualification Framework, making it among the first travel trade exhibitions in India to leverage artificial intelligence to enhance visitor qualification, buyer intelligence and business matchmaking.

As the business events industry evolves, exhibitors are increasingly looking beyond visitor numbers and focusing on meaningful business outcomes. Responding to this shift, SATTE has introduced an intelligent visitor qualification framework that will help create more relevant business connections and improve the overall quality of engagement across the exhibition.

The AI-powered framework intelligently analyses visitor profiles to better understand business relevance and buyer intent, enabling more meaningful exhibitor-buyer interactions while supporting a smarter, more personalised event experience.

Integrated with SATTE 365, the initiative extends the value of the exhibition beyond the show floor by enabling year-round engagement, stronger business networking and continuous relationship building across the travel ecosystem.

The introduction of the AI-powered framework reflects SATTE’s commitment to creating a more intelligent business ecosystem where technology enhances the quality of conversations, strengthens buyer relevance and enables exhibitors to maximise every business opportunity.

Rather than simply increasing visitor numbers, SATTE is focused on ensuring exhibitors meet the right people, engage in more meaningful conversations and generate stronger commercial outcomes.

Pallavi Mehra, Senior Group Director, Informa Markets in India, said:

“For over three decades, SATTE has connected the global travel industry with the Indian market. As our industry evolves, our responsibility is to continuously enhance the value we deliver to exhibitors and buyers. This AI-powered initiative reflects our commitment to creating a smarter marketplace where every business interaction is more relevant, more meaningful and more valuable.”

As SATTE enters its 34th year, it continues to redefine how the global travel industry connects, collaborates and grows. The introduction of AI-powered visitor intelligence is another step in SATTE’s journey towards becoming a more intelligent, data-driven and business-focused marketplace that delivers value before, during and after the exhibition.

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