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KERALA TOURISM NEWSLETTER

Kerala Focuses on Gulf Campaign to Promote Monsoon Tourism

The state government plans to give a boost to monsoon tourism by launching campaigns across West Asia. The government is keen on tapping the highly promising market, ahead of the summer vacation in the Gulf region.

The aggressive marketing campaign aims at wooing travellers to ‘God’s Own Country’ during July and August, when the state’s weather offers relief from the scorching heat in the Middle East. The campaign is expected to ensure an influx of Arab tourists to the captivating landscape of Kerala. The cool weather and options to avail Ayurveda wellness package will make for an ideal stay for tourists.

The government has sanctioned Rs 7 crores to conduct the campaign. The focus will be on airports in Dubai and Doha. Publicity is being carried out across the print, radio and visual media in the Gulf.

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

The Tourism Minister Shri P. A. Mohamed Riyas said that Kerala, having clocked a record arrival of domestic tourists, now targets to steeply raise the footfall of its foreign tourists. “This campaign aims to sustain the flow of tourists from the Middle East by providing them with a unique experience,” he said.

Kerala Tourism also plans to roll 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 the Middle East countries visited the state.

Kerala’s resurgence as a global travel destination in the post-pandemic phase got a major thrust with the New York Times and Time listing the state among the must-visit places in 2023.