Dubai: The Middle East is one of the fastest growing source markets for tourists to Kerala with wellness tourism gaining popularity among travellers.
Since 2008, tourists from the Middle East have increased 63 per cent with most visits taking place in July, August and September, according to M. Sivasankar, director of Kerala Tourism Board.
A strong presence of Keralites in the Gulf region and its proximity and excellent air connectivity are factors that are contributing to a higher growth of tourism traffic.
In line with its booming well care tourism, the Kerala Tourism Board has launched a new tourism campaign in Dubai titled ‘Dream Season'.
Value for money
This new campaign aims to offer value for money holiday packages from the cooler and rainy months of May to September.
Packages catering to this climate include monsoon, ayurveda and hill station holidays.
"It's the best time to enjoy the lush greenery and picturesque views of rain-soaked plants and trees when the backwaters are full," Kodiyeri Balakrishnan, Kerala's minister of tourism said in a conference.
This particular campaign is targeted at the Middle Eastern market, Sivasankar told Gulf News.
"Arabs tend to travel during the hot summer months and in large family groups.
"This, combined with their interest in ayurveda, makes the cooler monsoon months of ‘Dream Season' a perfect product for this market," he said.
Wellness tourism in Kerala is also looking to profit from this campaign as ayurveda is most effective during the rainy season.
A previous initiative, ‘Bring home a friend campaign,' launched by the Kerala Tourism Board targeting non-resident Keralites to promote their home city to foreigners living in the Middle East proved to be a success too.
