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.
“In the last two-three years, we’ve noticed that there is an increase in Arab tourists in Kerala, especially from Oman.”
Oman is geographically closest to Kerala, lying just across the Arabian Sea. Arab tourists also come from Saudi Arabia, Qatar and the UAE, which are home to large Malayali populations.
Malayalis are the dominant ethnolinguistic group in the state.
“Our Malayalis are very much into these Arab countries. So, we have good relations, historical relations, trade relations. With all these things, we decided to do more in Arab countries regarding our tourism,” Vishnunadh said.
“(There is) a thousand-year-long relationship between Arab countries and Kerala. So, they are all part of our great history.”
In 2025, the state hosted 100,000 Arab tourists, and the minister plans to increase the number to 300,000 in the near future.
Next month, the state government will co-organize the 2026 Indo-Arab Connect Summit in Kochi, which will bring together more than 200 tour operators and travel agents from the Middle East.
According to Indo-Arab Connect data, visitors from GCC countries spend about $7,000 per international trip, compared with those from Germany, France or the UK, who spend about $4,000.
