NEW DELHI: Kerala will prioritize travelers from Arab countries and is setting aside 20 percent of its promotion funds to attract them to visit, the state’s tourism minister said on Tuesday, as the sector plays an increasing role in the region’s growth.
Located on India’s southwestern coast and bordered by the Arabian Sea, Kerala is one of the country’s most ecologically diverse regions.
To its natural mix of beaches, mountains, wildlife, and waterways, the state’s tourism authorities are also investing in developing the wellness sector, as Kerala is widely regarded as the birthplace of Ayurveda, India’s traditional system of medicine.
Recognizing that tourists from Gulf Cooperation Council countries are among the highest-spending travelers in the world — and are increasingly interested in Kerala — the local government is stepping up its efforts and earmarking 20 percent of its marketing budget to increase arrivals from Arab states, the state’s Tourism Minister P. C. Vishnunadh told Arab News.
“We need to do more marketing to present our Kerala in a very honorable, respectful manner to our Arab friends — our culture, our tradition, our Ayurveda. East Kerala is the home of Ayurveda,” he said, adding that the efforts will be tapping into an already growing interest in Kerala’s offerings.
