Kerala Tourism looks to welcome West Asian travellers when it rains in the state

The state is scaling up its Gulf campaign to promote monsoon tourism in a big way.

Rains in Kerala have always attracted leisure travellers from across the globe. Monsoon tourism has been considered a major revenue earner for the state as travellers arrive from far and near to be part of the mesmerising ambience Kerala provides when it showers.

Taking a step forward in making the most of the season, the Kerala government is all set to promote the state’s monsoon tourism across West Asia to tap the highly promising market ahead of the summer vacation starting next month in the Gulf region.

The aggressive marketing campaign is aimed at wooing travellers to ‘God’s Own Country’ during July and August when the rainy season makes the state’s weather pleasant in contrast to a scorching Middle East during the period. The campaign is expected to result in an influx of Arab tourists to the captivating landscape of Kerala, where the cool air makes the stay ideal for Ayurveda-based wellness as well.

Rs 7-crore budget for monsoon tourism campaign

The government has sanctioned Rs 7 crore to get the campaign up and running, and it will be focussing on airports at Dubai and Doha. Publicity is being carried out across the print, radio and visual media in the Gulf.

As a prelude, Kerala Tourism showcased a wide range of its products and themes in Dubai last month during the 30th edition of Arabian Travel Market. Also, it conducted road shows in Riyadh, Dammam and Muscat. The early-May events reinforced the state’s global reputation as a major experiential tourism hub.

According to Tourism Minister P A Mohamed Riyas, Kerala, having clocked a record arrival of domestic tourists, now targets a steep rise in the footfall of its foreign tourists. The new proposed campaign aims to sustain the flow of tourists from the Middle East by providing them a unique experience, he added.

Attractive packages for Arab tourists

Kerala Tourism also plans to work out attractive packages for Arab tourists, who often turn up in large groups and spend their vacation in specific destinations.

In 2019, around 1.5 lakh tourists from Middle East countries visited the state.  The state’s resurgence as a global travel destination in the post-pandemic phase got a massive endorsement with the New York Times and Time Magazine listing the state among the must-visit places in 2023.

Sanjeev Ramachandran

A journalist with 23 years of experience, Sanjeev has worked with reputed media houses such as Business Standard, The Ne More »

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