MALABAR TOURISM CONCLAVE CHARTS BOLD ROADMAP

The 2nd Mathrubhumi Tourism Conclave has unveiled an ambitious plan to transform Malabar into a unified, globally recognisable tourism destination. Central to this vision is the proposed Malabar Travel Mart, a dedicated B2B platform to drive growth, showcase curated experiences and connect the region’s tourism businesses with global markets.

The Mathrubhumi Tourism Conclave’s second edition has set the stage for a transformative journey in Malabar’s tourism landscape. Moving beyond the fragmented promotion of individual attractions, the conclave emphasised the need for a distinctive tourism identity and a coordinated approach to destination development. Stakeholders from government, private sector and industry agreed that Malabar must evolve into a connected ecosystem anchored in investment, infrastructure, branding, experiences and business development.  

A major highlight was the announcement of the Malabar Travel Mart by Kerala Tourism Minister Shri P. C. Vishnunadh. Envisioned as a regional counterpart to the Kerala Travel Mart, the proposed event will serve as a dedicated business-to-business marketplace linking Malabar’s tourism enterprises with domestic and international buyers. Hotels, resorts, tour operators, homestays, adventure providers, Ayurveda centres, wedding and MICE planners, transport operators and government agencies are expected to converge under one roof.  

The mart aims to showcase curated, experience-led tourism products, generate business leads, facilitate partnerships and connect Malabar’s tourism businesses with wider markets. Stakeholders proposed that it evolve into an annual marketplace, packaging Malabar’s diverse offerings — heritage, culture, cuisine, wellness, adventure, destination weddings and responsible tourism — into integrated itineraries and market-ready experiences. Such a platform could strengthen collaboration among tourism businesses while giving smaller enterprises, local communities and emerging destinations greater access to national and international opportunities.  

Shri S. Harikishore, Joint Secretary, Ministry of Tourism, underscored the importance of attracting major hotel brands and private investment into Malabar. Proposed measures include investor meetings, facilitating land availability and faster approvals, developing tourism routes from Kochi, introducing a 100-day Theyyam festival and adopting a three-year thematic roadmap. Greater private-sector participation in heritage development was also identified as a key opportunity.  

M V Shreyams Kumar, Managing Director of Mathrubhumi Group, stressed the need for Malabar to move beyond promoting individual attractions. “The opportunity before us is to build Malabar as one integrated destination with a clear identity, connected experiences and a strong business ecosystem. The proposed Malabar Travel Mart can be an important platform in bringing together tourism businesses, investors and buyers from across India and the world,” he said. He added that coordinated efforts from government, industry and local communities could transform Malabar’s immense potential into sustainable economic opportunities and establish the region on the global tourism map.  

Malabar Group Chairman M. P. Ahammad suggested that Kozhikode could benefit from a central park, envisioning Sarovaram Biopark as a family entertainment centre while preserving nature. With 450 acres of unused land and strong transport connectivity, he argued that such a project could tap into the growing demand for entertainment as a tourism sector.  

The conclave’s roadmap reflects a collective determination to reposition Malabar as a distinctive destination. By combining investment, infrastructure, cultural experiences and innovative platforms like the Malabar Travel Mart, the region is poised to emerge as a vibrant hub on India’s tourism map and beyond.