Kochi, September 2026: The need to promote Kerala’s lesser-known destinations and diversify the state’s tourism offerings emerged as an important theme at the Kerala Travel Mart (KTM) 2026 in Kochi, with Union Tourism Ministry Joint Secretary Hari Kishore calling on the tourism industry to explore and market the “unseen Kerala” and its hidden gems.

Speaking at KTM 2026, Kishore pointed to the concentration of tourist traffic in a small number of districts. According to the data he cited, 54% of domestic tourist visits to Kerala are concentrated in three districts — Thiruvananthapuram, Kochi and Idukki — while 73% of foreign tourist visits are also concentrated in these areas. He said this concentration indicates significant scope to develop and promote other destinations across the state.

“Explore the unseen Kerala and the hidden gems of Kerala,” Kishore urged tourism stakeholders at the mart.

The call comes at a time when Kerala is seeking to expand its tourism footprint beyond its established destinations. The official KTM platform itself highlights emerging destinations and hidden gems as part of Kerala's expanding tourism map.

Specialised tourism segments gaining importance

Kishore also highlighted the potential for greater specialisation within Kerala's tourism industry. Among the segments he identified were destination weddings, medical value travel, MICE (Meetings, Incentives, Conferences and Exhibitions), golf and cruise tourism.

He suggested that Kerala Travel Mart could consider creating smaller, specialised editions focusing on individual tourism segments, allowing businesses to develop more targeted products and connect with specialised international markets.

Tourism products need to be digitally bookable

Another key point raised at KTM 2026 was the importance of digital discoverability and instant booking. Kishore stressed that Kerala's festivals, tourism products and experiences should be made available through online platforms in a form that travellers can easily discover and book.

This is particularly relevant as international travellers increasingly make travel decisions and bookings closer to their intended travel dates. Making tourism experiences digitally visible and bookable could therefore help Kerala convert visitor interest into actual bookings.

KTM 2026 itself has adopted a more digital approach, with registration, business meetings, seminars and other event processes supported through a new software system and mobile application.

Opportunity for destinations beyond the traditional tourism circuit

The emphasis on lesser-known destinations presents opportunities for tourism businesses across Malabar, Central Kerala, the high ranges, coastal regions and rural areas to develop new experiences around nature, culture, adventure, heritage, wellness and community-based tourism.

Kerala Tourism already maintains dedicated categories for unique destinations, unexplored Central Kerala and unexplored Malabar, reflecting the growing importance of bringing less-visited areas into the tourism network.

With KTM 2026 bringing together international and domestic buyers and Kerala tourism businesses, the focus on “unseen Kerala” could provide fresh opportunities to promote destinations that have traditionally received a smaller share of tourist traffic.