The Ministry of Tourism, Government of India – Bengaluru Office, in association with Tourism India Media Group and the Association of Arab Tour Operators (AATO), successfully organised a five-day familiarisation (FAM) trip titled “Southern Serenity Circuit” for specialised Arab tour operators based in India and GCC countries. The curated itinerary covered Bengaluru, Mysuru, Coorg and Wayanad, aiming to strengthen destination promotion in the GCC and West Asian markets.
According to Mr. D. Venkatesan , Regional Director – South of India Tourism, the GCC market is a growing source market for Indian leisure and medical value travel segments, and in 2025 Kerala alone attracted more than 1 lakh Arab tourists. Arab travellers prefer greenery, cool weather hill stations, and quality accommodation. South Indian hill stations and cities are an ideal choice for discerning travellers from across GCC and West Asian countries. The Ministry of Tourism is keenly observing these new travel trends and is ready to support the travel and tourism industry stakeholders to tap the growing Arab tourism markets.
The 19-member delegation commenced the journey from Kochi on February 9 and travelled to Wayanad, where they experienced some of the region’s leading luxury resorts. Mr. Ranjith Kumar, General Manager and team at Taj Wayanad Resort & Spa welcomed the team with sumptuous luncheon and show around the property’s panoramic view facing to the beautifuk Banasura Sagar Dam in Wayanad for the visiting high-end tour operators, while The Jungle Bay Resort, Wayanad, extended hospitality for dinner and overnight stay on the first day.
On the second day, the delegation proceeded to Coorg. The team visited Evolve Back Coorg, followed by lunch at The Gateway Madikeri (IHCL). Evening tea was hosted at Taj Madikeri Resort & Spa Coorg, and dinner and overnight stay were arranged at The Hallery Resort and The Old Kent Resort & Spa Coorg.
A highlight of the third day was the immersive Coffee Trail experience at Old Kent Coffee Estate. The session was led by Mr. Abraham Philip, veteran hotelier and General Manager of Old Kent Resort & Spa, who guided the team through the lush plantations, explaining the stages of coffee cultivation from planting and harvesting to roasting and brewing. The delegation explored varieties such as Robusta, Arabica and Tree Coffee, and sampled specialty brews including Monsoon Malabar and Kopi Luwak. The experience also included insights into the region’s biodiversity, including birdlife and insects.
Further visits to Coorg Wilderness Resort and The Tamara Coorg provided deeper insights into the region’s coffee heritage, flora and fauna, sustainability practices and luxury hospitality offerings. The delegates noted that most resorts in Coorg are located amidst expansive coffee plantations, combining pristine greenery, eco-conscious operations and high-end accommodation, an ideal combination for affluent Arab family travellers.
The group later travelled to Mysuru, where Grand Mercure Mysore hosted the overnight stay and ibis Styles Mysuru arranged dinner. Ms. Radhika Tata, General Manager of Grand Mercure Mysore, and Mr. Shibli Mallick, Director of Sales of Grand Mercure Mysore and ibis Styles Mysore, took the team to the hotels’ facilities and explained the services offered. The ibis Styles Mysore treated the team to Ranganathittu Bird Sanctuary in Mysore, which attracts thousands of ibis birds as winter visitors every year. The rooms and veranda décor in ibis Styles are decorated with beautiful paintings and photographs of the bird life of the region. Meanwhile, Grand Mercure Mysore showcased the chic and modernity of contemporary hospitality. The hotel was busy and bustling with Western European guests who had come to the Palace city to experience yoga and spirituality.
On the fourth day, the delegation visited The Windflower Resort & Spa before proceeding to Bengaluru. During the interaction, Mr. Achuth Rao, Chief Operating Officer of Windflower Resorts, highlighted Mysuru’s growing potential in luxury and Medical Value Travel (MVT), given its super-specialty hospitals, quality healthcare services at competitive pricing, and strong hospitality infrastructure.
In Bengaluru, the final day lunch was hosted at Taj Yeshwantpur by Mr. Saji Thachery, General Manager, along with the IHCL South India sales team. The delegation appreciated the exceptional service standards and culinary presentation led by Executive Chef Mr. Bijoy Nair. Mr. Mohammed Bava, Managing Director of Kerala Siyaha Holidays, remarked that such refined culinary experiences and hospitality standards could significantly attract high-end Arab travellers and turn them into brand ambassadors for India.
The team also visited leading luxury and business hotels in Bengaluru, including Taj West End, Taj MG Road, Renaissance Bengaluru and The Lilac by Tamara. These property inspections equipped the operators with firsthand knowledge of facilities suitable for both leisure and medical value travel segments.
The programme concluded with a gala networking dinner hosted by The Paul Bengaluru. The evening enabled meaningful interactions between visiting Arab tour operators and Bengaluru-based travel trade representatives. Mrs. Sandhya Haridas, Director, Ministry of Tourism (Bengaluru Office), felicitated the visiting delegation in the presence of Mr. Shelley Thayyil, Executive Director, The Paul Hotels & Resorts; Mr. Allen Machado, CEO, Niraamaya Resorts; Mr. Ravi Menon, Managing Director, Arjun Tours; Mr. Mahadevaiah, Managing Director, Skyway Tours; Mr. Jagadish, Director, Big Travel; and Mr. Rohit Hangal, Director, Sphere Multimedia.
Mr. Rasheed Kakkat, President of AATO, honoured Mrs. Sandhya Haridas and Mr. Ravisankar K.V., Managing Editor of Tourism India, for their support in making the Southern Serenity Circuit FAM Trip a success. Mr. Fasal, Secretary of AATO, proposed the vote of thanks.
According to AATO members, the FAM trip was an eye-opening experience that provided hands-on exposure to destinations and properties across Coorg, Mysuru and Bengaluru. They expressed confidence in professionally marketing the circuit in the GCC and West Asian markets, especially highlighting the region’s strong coffee heritage and experiential offerings.
Mr. Ravisankar K.V., Managing Editor of Tourism India, pointed out that the Arab tourism season, from June to September, coincides with India’s traditional off-season, presenting a significant opportunity for hospitality stakeholders. He noted that Kerala welcomed over 1.20 lakh Arab tourists in 2025, with nearly 80% handled by AATO members. Due to room shortages in destinations such as Kochi, Munnar and Kumarakom during peak Arab season, the industry reportedly lost over one lakh room nights. In this context, discussions with Mr. Venkitesh D, Regional Director, Ministry of Tourism, and Mrs. Sandhya Haridas led to the facilitation of this FAM trip to promote alternative circuits.
While Central Kerala’s hill and backwater circuits are already popular in the Arab market, the Southern Serenity Circuit now offers a fresh and premium alternative. Industry stakeholders across Karnataka extended strong support throughout the programme. During the networking sessions, Karnataka Tourism Society proposed an MoU with AATO to promote Karnataka in Arab source markets, and Karnataka Tourism Forum invited the delegation to explore additional circuits in the state. Mrs. Sandhya Haridas reiterated the Ministry of Tourism’s continued support in positioning Karnataka more prominently in the Arab world.
The Southern Serenity Circuit FAM trip marks a strategic step towards diversifying destination offerings for the growing Arab outbound market and strengthening South India’s presence in the GCC travel trade landscape.
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