Kerala, long celebrated for its scenic landscapes and rich cultural experiences, is now charting a new course—as India’s emerging hub for wedding and MICE (Meetings, Incentives,
Conferences, Exhibitions) tourism.
This vision took centre stage at the inaugural Wedding & MICE Conclave, held from August 14–16 in Kochi. Organized by the Kerala Travel Mart (KTM) Society in collaboration with the Kerala Department of Tourism, the three-day event convened key stakeholders from across India and abroad, aiming to explore how Kerala’s natural beauty and cultural wealth could be leveraged to drive structured growth in this booming global sector.
As an exclusive Media Partner, we bring you all the insights of the event.
A Call for Policy and Promotion
In her valedictory address, Kerala Tourism Director, Ms. Sikha Surendran underscored the importance of a “comprehensive policy frame work” for wedding and MICE tourism. She highlighted the need for MICE Promotion Bureaus in major cities like Kochi, coupled with a strategic global marketing and communications plan to position Kerala as the country’s top choice for high-value events.
“Kerala’s projected growth in the weddings and MICE segment is driven not just by our natural beauty and cultural cosmopolitanism, but also through strong government initiatives and collaboration with the travel and hospitality sectors,” Surendran noted.
She affirmed that the government is committed to implementing the conclave’s recommendations.
Collaboration and Industry Insights
Recalling the ideation behind the Wedding and MICE Conclave, Mr. S. Swaminathan, Hon. Secretary & Chairman, Accommodation Committee said,
“Kerala has always been a market leader, fortunately, in leisure and various ways of life, businesses, health sector, and soon and so thought that we should not lose out on weddings and MICE. It was a very short term, and immediately when we went to the government, they also said; Please go ahead. It all happened in three or four months. That’s the reason we came out to get into a segment which is growing, which is niche, which is very special, and everyone is talking about it today. And now, the momentum of the younger generation is also increasing, that they want to get married in style unlike before, so it is going to be a huge sector, that’s why we got into it.”
Alongwith the one-on-one buyer seller meet that happened on both days, two international seminars, along with numerous buyer-seller interactions, provided a platform for networking and knowledge exchange among global stakeholders. Former KTM Society presidents, including E.M. Najeeb, Abraham George, and Baby Mathew Somatheeram, emphasized the significance of such gatherings in strengthening Kerala’s global brand as a premium destination.
Mr. Swaminathan, who has moderated one of the sessions on Weddings, has taken the lessons to prepare Kerala as the ultimate wedding destination. He exclaimed,
“People are coming to Kerala because it’s special; we are not getting or inviting people to come here to our weddings. The popularity brings people here. So, firstly we need to develop the brand image of Kerala as a destination for Weddings for which the government is also willing to support us, and then slowly we need to work on infrastructure development as well so that our hotels are prepared to handle big gatherings.”
The closing session, chaired by KTM Society President Jose Pradeep, described the conclave as a benchmark-setting event for the state. The discussions highlighted Kerala’s readiness to host over 6,600 business meetings, reflecting the state’s potential to cater to the nuanced demands of weddings and MICE tourism.
Mapping the Future
Surendran called on the KTM Society to compile a comprehensive report of the conclave’s deliberations, creating a roadmap for sustainable growth in the wedding and MICE sector.
“The conclave has laid a strong foundation for Kerala’s leadership in this space,” she said, highlighting the state’s potential to emerge as a global benchmark.
The event concluded with expressions of gratitude to the organizing team, led by KTM Secretary S. Swaminathan and Treasurer Jibran Asif, with participation from dignitaries including India Tourism (Kochi) Assistant Director M. Narendran, KTM CEO Rajkumar K., Vice-President Hari Kumar C., and Joint Secretary Jobin Akkarakalam.
Kerala’s Bold Vision
The Wedding & MICE Conclave was more than just an industry event—it was a declaration of Kerala’s ambitions. By combining policy support, international marketing, and stakeholder collaboration, the state is positioning itself as a world-class destination for weddings and corporate events, blending culture, commerce, and celebration.
With the groundwork now laid, the coming years could see Kerala become the epicenter of high-value tourism, where culture, commerce, and celebrations meet in harmony.