KOCHI, India: Kerala is targeting an additional 300,000 tourists from Arab countries over the next five years as the state looks to strengthen its position as a holiday destination for Gulf families and generate more than Rs 25,000 crore in tourism-related economic activity.
The campaign will focus particularly on travellers from the Gulf and West Asia, with Kerala’s tourism industry seeking to attract visitors who typically spend more on accommodation, dining, shopping and experiences.
The state government is promoting the initiative through Indo-Arab Connect 2026, a tourism event scheduled to take place in Kochi from Aug. 31 to Sept. 2.
More than 175 Arab travel agents and tour operators from 11 countries are expected to attend the event. The gathering will give Kerala-based tourism businesses an opportunity to build direct relationships with international buyers.
More than 150 hotels, resorts, Ayurveda centers, houseboat operators and tour companies from Kerala and nearby destinations are also expected to participate.
Gulf remains a key market
Kerala already has established links with travellers from the UAE, Saudi Arabia and Oman, alongside markets including Egypt, Jordan and Iran.
The state is now looking to turn that existing demand into a larger tourism market by promoting Kerala as a destination for family holidays, wellness breaks, cultural experiences and leisure travel.
The Gulf connection is particularly important because Arab travellers have traditionally visited Kerala during the June-to-September period, which can be a quieter period for some parts of the state’s domestic tourism market.
A larger flow of international visitors during these months could help hotels and resorts maintain occupancy and support tourism-related employment beyond the busiest travel periods.
Nine-day Kerala tour planned
Following the Kochi event, participating Arab delegates are scheduled to take part in a nine-day familiarization trip from Sept. 2-9.
The itinerary is expected to cover several of Kerala’s major tourism destinations, including Kochi, Munnar, Kumarakom, Alappuzha, Kovalam and Wayanad.
The program is designed to give travel industry representatives a closer look at the range of experiences available across the state, from backwater tourism and hill destinations to wellness and cultural offerings.
Kerala is also highlighting its long-standing historical and commercial links with the Arab world, its large Malayali community across the Gulf and the availability of Arabic-speaking tourism professionals as advantages when courting visitors from the region.
Aiming for higher-value tourism
Tourism Minister P.C. Vishnunath has called for closer cooperation between the government and industry to expand Kerala’s presence in Arab travel markets.
The broader objective is not simply to increase visitor numbers but to attract longer-staying and higher-spending travellers who can contribute more significantly to the local tourism economy.
For Gulf residents, Kerala has long been an accessible destination because of established air links, family connections and cultural familiarity. The new campaign seeks to build on those ties while encouraging more first-time visitors from the wider Arab market.
The state’s tourism authorities will use the Kochi event and subsequent familiarization tour to promote Kerala directly to travel companies ahead of the next major booking cycles.
If the campaign delivers its targeted increase in arrivals, Kerala expects Gulf and Arab tourism to become an increasingly important contributor to the state’s tourism economy over the next five years.
