More Takers for Ayurveda in Russia

KERALA TOURISM NEWSLETTER

ISSUE: 260

APRIL 2015

Kerala's millennia-old healthcare system - Ayurveda - has received the stamp of approval from women in Russia as Kerala Tourism takes a step forward to receive more travellers from Russia.

The public and local industry representatives streamed into the aesthetically designed stall of Kerala Tourism at the 22nd Moscow International Travel and Tourism Exhibition (MITT) held from 18-21 March 2015. The theme of Kerala Tourism at MITT this year was Ayurveda and the State's sun-and-sand destinations.

"Kerala Tourism’s participation in MITT this year has helped our trade partners to build strong relations with the travel and tourism industry in Russia. There was an enthusiastic response to Kerala at MITT “said Mr. A. P. Anilkumar, Minister for Tourism, Kerala.

MITT, the largest tourism fair in Russia, attracts tens of thousands of unique visitors every year, nearly three-fourth of them is from the travel trade industry.

"Our participation in MITT is part of a series of marketing initiatives targeting the Russian market that followed the two trade road-shows held in Moscow and St Petersburg last year," Mr. Anilkumar said.

"Ayurveda is becoming increasingly popular in key markets like Moscow, St Petersburg and Yekaterinburg (the fourth largest city in Russia), especially among women who are getting more health conscious," said India's Ambassador to the Russian Federation, Mr. P. S. Raghavan, during the trade show.

"The evolving Russian travelers are looking beyond just beach holidays," said Mr. P. I. Sheik Pareeth, Director, Kerala Tourism. "It augurs well for a destination like Kerala with our backwaters, hill stations, plantations, wildlife and Ayurveda," he added.