Kerala Tourism is set to launch a mega tourism campaign programme in GCC countries as part of its efforts to increase the tourist flow to the Indian state.
Set to be unveiled in June 2019, Kerala Tourism will target Middle Eastern countries, aside from Saudi Arabia, UAE and Oman, in an effort to reach out to a larger target audience in the region.
The campaign will focus on two areas: MICE tourism (meetings, incentives, conferences, and exhibitions) and adventure tourism to attract more tourists to the state, in addition to the traditional leisure and wellness tourism.
Speaking to Hotelier Middle East’s sister title, Arabian Business, secretary for tourism at Government of Kerala, Rani George, said the organisation is focusing its efforts back on the Middle East.
“For some reason, Kerala Tourism focused on the UK and Europe when it initially launched mega campaigns some 20 years ago to attract international tourists to the state, though the state had a thriving trade and travel relations with the Arab countries for centuries. We want to bring back the focus to the Middle East now,” said George.
“We want to do such campaigns consistently and in a focused manner to revive our traditional ties with the Middle East region and attract more tourists from the region to our state.”
According to Kerala Tourism, Saudi Arabia currently ranks 5th in terms of foreign tourist inflows to Kerala (47,089 visitors in 2018), followed by Oman at 6th place (43,627) and UAE at 12th place (25,583).