Kerala is witnessing a surge in high-spending Arab tourists this season, drawn by the monsoon and the state’s renowned Ayurveda offerings. This upswing is credited to a decade of targeted marketing by Kerala Tourism, the efforts of specialized Arab tour operators, and the support from the expatriate community.
To strengthen its presence in the Gulf, Kerala Tourism recently launched the ‘Yalla Kerala’ campaign (with “Yalla” meaning “Let’s go” in Arabic) across key West Asian markets. The campaign strategically targets the United Arab Emirates, Saudi Arabia, Bahrain, Kuwait, Qatar, and Oman, emphasizing Kerala’s proximity and cultural allure. Promotional materials, including airport translites showcasing Kerala’s natural beauty, have been installed in major airports in Dubai and Saudi Arabia. Additionally, in-flight and travel magazines, along with media outlets in these regions, are promoting the campaign.
Despite Kerala’s absence from this year’s Arabian Travel Market and Riyadh International Travel Expo -both held in May – the momentum of Arab tourist arrivals remains strong. Last year, Kerala held roadshows in Riyadh, Dammam, and Muscat, and participated in the ATM Dubai event, reinforcing its position as a leading experiential tourism destination. Specialized Arab tour operators based in Kerala have played a key role in sustaining the influx of tourists from the region.
Historically, Kerala has deep ties with the Arab world, and in recent years, Saudi Arabia, Oman, and the UAE have become some of the top international source markets for Kerala, surpassing several European countries. These Gulf nations have particularly driven tourism in destinations like Munnar, Wayanad, Vagamon, and Thekkady.
The strong cultural and economic connections between Kerala and the GCC countries, supported by investments in the tourism sector and the large expatriate workforce, have further fueled this growth. Serene hill stations like Munnar and Wayanad are now top destinations for Arab visitors seeking cooler climates and wellness retreats.
One of the key contributors to this growth is Gateway Malabar Holidays, a leading tour operator in Kerala specializing in the Arab market. Recently, they hosted a familiarization tour for a group of Saudi social media influencers, highlighting the state’s attractions. According to Mr Jihad Hussain, Managing Director of Gateway Malabar Holidays, the tour, which took place just before the monsoon, brought 10 prominent influencers from Saudi Arabia to experience Kerala’s charm firsthand. The timing was strategically planned to coincide with the scorching summer temperatures in the Gulf, where temperatures often exceed 50 degrees Celsius. Kerala’s cool monsoon climate provided a refreshing retreat, drawing visitors not only for leisure but also for medical and wellness tourism.
The influencers were accommodated at some of Kerala’s finest hotels, including the Marriott Kochi, Crowne Plaza Kochi, Niraamaya Retreats Kumarakom, and resorts in Munnar and Thekkady. These venues offered a blend of luxury, wellness, and nature, promoting Kerala as a top destination for Arab travellers.
Mr Jihad highlighted the need for the Indian government to expand the e-visa program, which currently covers only three GCC countries. Extending this service to include Bahrain, Kuwait, and Oman could significantly increase tourist arrivals, making Kerala more accessible and appealing to Arab visitors.
The success of the ‘Yalla Kerala’ campaign showcases Kerala’s strategic focus on the Middle Eastern market. Tourism Minister P.A. Mohamed Riyas identified West Asia as a “highly promising market” for promoting monsoon tourism. In 2023, the state government allocated Rs 7 crore to enhance marketing efforts, concentrating on key airports in Dubai and Doha and expanding coverage across Gulf media channels.
The minister also mentioned plans to introduce attractive packages tailored for Arab tourists, who often travel in large groups. In 2019, Kerala welcomed approximately 1.5 lakh visitors from the Middle East, a number expected to rise as the state continues to strengthen its presence in this growing market. “The significant increase in Arab tourists this season reflects our successful strategy in engaging this key demographic,” Riyas remarked. “Kerala’s stunning landscape, coupled with the soothing monsoon weather, provides an ideal setting for Ayurveda-based wellness experiences.”
Following the Arabian Travel Market (ATM) event, Raviz Hotels and Resorts, in collaboration with Gateway Malabar Holidays, organized a B2B event in Bahrain, attracting nearly 100 Arab agents. The Kuwait Indian Embassy also held a networking event for agents and influencers, featuring participation from prominent brands such as Taj Hotels, Oberoi Hotels, The Leela Hotels, TBI, ITL, and Gateway Malabar.
The Saudi Travel Mart, held for the first time in March this year, marked a significant milestone as a B2B event. The event was a major success, with a wide range of hotels and Ayurveda centres participating in partnership with Gateway Malabar Holidays.
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