Thiruvananthapuram: Foreign tourist arrivals to Kerala rose 11.33% from 7.78 lakh in 2024 to 8.21 lakh in 2025, and the state government is targeting 9 lakh arrivals this year, said Biju K, Secretary, Kerala Tourism Department.
He was speaking to reporters ahead of the Global Travel Market, a B2B meet scheduled for June 3–5 in Thiruvananthapuram. While international arrivals have not yet recovered to pre-COVID levels, tourism revenue has grown, with the state earning Rs 50,000 crore in 2025 compared to Rs 46,000 crore in 2024.
Biju noted that the state may face a setback in tourist arrivals due to the war in West Asia impacting the Middle East hub, but this can be overcome by intensifying promotion. He further said that Kerala currently draws visitors from the UK, USA, Oman, France, Malaysia, Australia, and the Maldives. Russia and Germany are emerging as key sources of high-spending wellness tourists, he added.
Strong Domestic Tourism Growth
Domestic tourism has seen strong growth, with 2.5 crore visitors in 2025—a 34% increase over the previous year, Biju further stated. Tourists from Tamil Nadu accounted for 11.19% of domestic arrivals, followed by Karnataka at 6%. Visitors also came from Gujarat, Uttar Pradesh, Telangana, Delhi, and West Bengal.
Expanding Promotional Footprint
The state is expanding its promotional footprint in Southeast Asia and exploring regional tourism cooperation. M R Narayanan, president of the South Kerala Hoteliers Forum, said discussions are underway with Sri Lanka and the Maldives to jointly market the destination. "Sri Lankan ministers are expected to attend the Global Travel Market," he said.
Global Travel Market Highlights
The expo will focus on hospitality, adventure tourism, heritage, cuisine, culture, and wellness. Over 1,000 domestic and international buyers and 300 corporate buyers are expected to participate. The event will offer opportunities to generate sales leads, launch new products, network with key decision-makers, build brand awareness, and gather market intelligence.
