Kerala, India’s celebrated destination famously known as God’s Own Country, is gearing up to make a strong impression at Arabian Travel Market (ATM) Dubai 2025. This year, Kerala Tourism is participating with six key stakeholders: Hyatt Regency Trivandrum, UDS Hotels & Resorts, Abad Hotels & Resorts, Intersight Holidays, Parakkat Nature Resorts, Cosima Holidays, and Santamonica Travels.
Additionally, the Association of Arab Tour Operators (AATO) will be part of the India Tourism Pavilion, with a focused effort on attracting Arab travellers to Kerala’s rich offerings in wellness, culture, nature, and hospitality. In a strategic move, AATO is bringing together seven leading hotels and resorts from Kerala—including The Raviz Hotels & Resorts, Opulent Hotels, Kondody Hotels, Ramada Cochin, Jeeves Ayurveda, Vibe Munnar, and Hawk Hospitality Group—who are set to showcase their premium inventory and services to the Middle East market.
A few other organisations, such as Gateway Malabar Holidays and Maitra Hospitals Kozhikode, will also participate with their own pavilions, aiming to promote Kerala as a top destination for medical and wellness tourism.Alongside these hospitality partners, over ten Arab tour operators, including , Siyaha Kerala, Grace Travel Mart, KSA Travels, Vacation Kerala, Lana Holidays, Kerala Siyaha, Zad Holidays, Happy Travel, Galaxy Travel Club, Reneem Tours, Khaleej Tours, Al Safina Travels, Al Waha Holidays, Zahra Holidays, and EMA Holidays, have joined forces to promote Kerala as a top destination for Arab tourists. This collaborative effort aims to enhance Kerala’s visibility in the GCC market and promote Incredible India’s diverse experiences that align with the expectations and values of Arab travellers – from halal tourism and Ayurveda wellness to monsoon escapes and luxurious resort stays.
The data from Kerala Tourism shows a consistent increase in Arab tourist arrivals. In 2023, Oman ranked as the third-largest international source market for Kerala with over 40,000 visitors, followed by Saudi Arabia and the UAE at eighth and ninth places with 27,003 and 24,834 tourists respectively. The trend points to a sharp rise in interest from the Middle East, and projections for 2025 estimate more than 200,000 Arab tourist arrivals. The participation of Kerala’s stakeholders at ATM Dubai is a clear indication of the state’s commitment to strengthening its ties with the Arab travel trade and expanding its market share in the GCC.
Mr. Rasheed Kakkat, President of AATO, a veteran tour operator and an influential figure in the Arab market, shared his vision with Tourism India, stating, “AATO is planning a series of B2B meetings, familiarization trips, and roadshows across the GCC region to promote Kerala more effectively. Our recent participation in the Arabian Travel Market along with luxury hotesl and resorts from major tourism destination in Kerala will be a success, and We are committed to strengthening Kerala’s positioning as a preferred destination for Arab travellers through continuous engagement and innovative outreach.”
Mr. Sakkeer Hussain, Secretary of AATO, highlighted the strategic advantage Kerala holds in the Arab market. “The Saudi, UAE and Oman are among the top source markets for Kerala tourism. With excellent air connectivity, the presence of a large expatriate Keralite population, and growing awareness about Ayurveda and wellness, we see immense potential. Arab travellers are discerning and value privacy, comfort, and wellness—all of which Kerala offers in abundance. Their travel patterns perfectly match Kerala’s off-season offerings, making it a win-win situation for both.”
Mr. Sajeev Kurup, an expert in Kerala’s Ayurveda and wellness tourism sector, emphasized Kerala’s appeal to Middle Eastern travellers. “Kerala has evolved as a preferred destination for Arab travellers, offering a unique combination of medical wellness, hospitality, natural beauty, and cultural comfort. Our participation in ATM Dubai will strengthen these ties further.”
The “Yalla Kerala” campaign, which resonates with Arabic-speaking audiences and highlights Kerala’s ease of access, natural beauty, and cultural familiarity, has played a major role in increasing visibility in the GCC. This has been complemented by specially curated travel packages, Arabic-speaking guides, halal-certified hotels, and wellness options, including world-renowned Ayurveda treatments. These tailored experiences are designed to offer a seamless and enriching journey for Arab families and solo travellers alike.
As Kerala strengthens its presence at ATM Dubai, AATO is also implementing initiatives to further professionalize the tourism experience for Arab guests. The association plans to introduce classification and certification for Arab-friendly hotels and resorts, along with dedicated training for resort staff, tourist guides, and drivers to enhance hospitality standards. AATO also aims to expand its network nationwide, inviting more Indian tour operators to become members and jointly market India as an all-season, all-purpose destination to the Arab world.
With the support of India Tourism, the Kerala government, and private sector hospitality leaders, AATO’s presence at ATM Dubai 2025 marks a strategic leap forward. The momentum built over the past few years has positioned Kerala not just as a scenic escape, but as a complete destination for wellness, family travel, shopping, and cultural discovery for Arab travellers. The outlook for 2025 and beyond remains highly optimistic as Kerala continues its journey to becoming the most welcoming and rewarding destination in South Asia for the Arab world.
