Ayurveda is a major highlight of the biodiversity marketing campaign aimed at the Middle East by Kerala Tourism at the Arabian Travel Market 2015, being held at the Dubai World Trade Center from May 4th to 7th.
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Besides the ancient healthcare system of Ayurveda for which Kerala is famous the world over, the other major themes highlighted at the Kerala Pavilion of the Arabian Trade Market 2015 are the usual suspects – the rich tropical vegetation, the serene backwaters and the torrential monsoons.
The Arabian Trade Market is held over a period of four days and provides a great opportunity for Kerala Tourism to form productive relationships with the tourism avenues in the Middle East and thus draw visitors home.
The Middle East, especially the Arabian Gulf is not unfamiliar territory to the Keralite. The region has been an essential part of the state of Kerala’s people and can veritably be called a second home to millions of Keralites. Therefore marketing Kerala to the Arab world is but a natural and inevitable choice.
Among the Gulf countries, Saudi Arabia holds the lion’s share of tourists for whom Kerala is a favored destination, followed by the United Arab Emirates, the Sultanate of Oman and Kuwait. According to Kerala’s Tourism Minister Shri. A.P. Anil Kumar, “In 2014, there were 48,346 tourists from Saudi Arabia, 17,475 from the UAE and 17,239 from Oman, who visited Kerala. From the Middle East alone, we had more than one lakh visitors.”
After a successful run at the recently concluded 22nd Moscow International Travel and Tourism Exhibition (MITT), where it attracted a lot of interest from the Russians, especially the women, Ayurveda is all set to woo the Arab public now. With the degree of close interaction between the Arabs and Keralites, Ayurveda can look forward to winning more fans from this part of the world too.
