As Kerala positions itself more strongly on the global MICE and destination wedding map, the state government is working to unify stakeholders, enhance infrastructure, and stay true to its core identity of sustainability and cultural authenticity. EVENTFAQS Media caught up with Ms. Sikha Surendran, IAS, Director, Department of Tourism, Government of Kerala, on the sidelines of the first Kerala Wedding & MICE Conclave to understand the vision behind this initiative and what lies ahead for the state.
How do you see Kerala evolving as a preferred destination for MICE and weddings?
First, I would like to congratulate the industry, especially the Kerala Travel Mart Society, for their hard work in showcasing the state.
Our vision is to position Kerala as a sustainable and responsible destination for weddings and MICE. We are focusing on attracting high-spending groups who want more than just an event—they want an experience. Kerala offers a unique combination of natural landscapes and a rich cultural heritage, from backwaters to traditional art forms like Mohiniyattam and temple music, which together create truly memorable occasions.
Most importantly, we want the local community to benefit. A wedding or a conference here should empower the people of Kerala while giving visitors lasting memories of our land.
What was the vision behind organizing the Wedding & MICE Conclave, apart from the Kerala Travel Mart?
Until now, weddings and MICE in Kerala have been scattered efforts—individual hotels, resorts, or event agencies working in silos. The idea of the conclave was to bring all stakeholders under one umbrella: hoteliers, caterers, florists, performers, and planners.
This collective effort allows us to market and co-brand Kerala effectively. It also helps us learn from global trends, understand what we lack, and decide what direction we should take.
Do you have any numbers or targets for wedding and MICE tourism over the next 5–10 years?
At the national level, India’s share of the global MICE market is just 1–1.8%, so the opportunity is huge. For Kerala, we don’t yet have precise numbers, but our goal is clear: to at least triple the scale of activity within the next five years, while maintaining a low carbon footprint.
Growth must not come at the cost of our natural environment. Kerala’s brand as a green, responsible state must remain intact.
What role will live entertainment play in Kerala’s MICE push?
Entertainment means different things to different people. For some, it’s DJ parties; for others, it’s classical music. Kerala’s identity is best reflected through local art and cultural experiences that bring peace and authenticity.
That said, if private players want to invest in live entertainment formats, the government will support them, especially in Tier-2 cities. But in niche destinations, our focus will remain on responsible, culture-driven experiences.
Sports tourism is growing rapidly worldwide. What are Kerala’s plans in this space?
Kerala’s terrain is perfect for adventure and outdoor sports, and we are already hosting several events like Malabar Whitewater Kayaking Festival, Surfing Festival, Mountain Terrain Cycling Championship in Wayanad, International Paragliding Festival in Vagamon (the only one in the world with a top-landing accuracy competition), River Rafting Festivals, etc. We also encourage cycling and Royal Enfield rider events. These attract participants from across the globe who fall in love with Kerala’s natural beauty. Sports tourism is definitely an area of focus.
Are there any incentive programs for planners to bring more MICE events to Kerala?
This conclave is the starting point. We are considering several measures, including:
- Establishing City MICE Bureaus
- Leasing out public land to encourage private investment in infrastructure
- Introducing single-window clearance for permissions, including for music and entertainment
These initiatives are still being worked out with the government, but the intention is clear: we want to make Kerala a seamless destination for planners.
On infrastructure, will the state prioritize large convention centers or smaller spread-out venues?
Both are important. In cities like Kochi or Thiruvananthapuram, large convention centers are necessary to host international events. But in destinations like Munnar, Thekkady, or Kumarakom, our focus will remain on smaller, sustainable venues that align with nature.
How do you balance sustainability with the luxury expectations of global weddings and MICE clients?
Luxury doesn’t always mean artificial extravagance. In Kerala, luxury is found in nature itself. Something as simple as foreigners enjoying the touch-me-not plant in a paddy field is an experience they cherish.
We are also seeing a rise in sustainable weddings—zero plastic, eco-friendly setups, and local sourcing. Many global elites prefer privacy and authenticity over opulence. Kerala can deliver exactly that—luxury in simplicity, rooted in nature.
