Kochi, Kerala: Kerala is stepping up its efforts to attract high-spending travellers from the Arab world, with the state setting an ambitious target of bringing around 300,000 additional Arab tourists over the next five years. The initiative is expected to generate more than ₹25,000 crore in tourism-related economic activity and strengthen Kerala's position in the Gulf and West Asian travel market.

The strategy will be promoted through Indo-Arab Connect 2026, a major tourism and travel trade event scheduled in Kochi from August 31 to September 1, followed by familiarisation tours across Kerala. More than 175 Arab travel agents and tour operators from 11 countries are expected to participate, creating opportunities for Kerala's tourism businesses to establish direct connections with international travel buyers.

The state is particularly interested in attracting families and high-value travellers from the Gulf and West Asia. Arab visitors are considered an important market for Kerala because of their interest in Ayurveda, wellness, medical tourism, luxury holidays and premium hospitality. The market is also significant because visitors from the region traditionally travel to Kerala during the state's monsoon and tourism off-season, helping tourism businesses maintain demand during the June-to-September period.

Kerala Tourism is therefore looking beyond conventional destination promotion and placing greater emphasis on specialised experiences. Ayurveda and wellness retreats, healthcare services, luxury resorts, backwater cruises, cultural experiences and family-oriented holidays are expected to play an important role in the strategy.

The Indo-Arab Connect programme will provide international buyers with opportunities to meet Kerala-based hotels, resorts, Ayurveda centres, hospitals, cruise operators, airlines and destination management companies. According to the event's official programme, international delegates will also undertake a mega familiarisation tour covering destinations including Kochi, Munnar, Thekkady, Kumarakom, Alappuzha, Kollam, Thiruvananthapuram, Kovalam, Wayanad and Kozhikode.

The initiative also comes as Kerala seeks to strengthen its presence in Medical Value Travel. Tourism authorities have highlighted the state's healthcare infrastructure, experienced medical professionals and established Ayurveda and wellness ecosystem as important advantages in attracting Arab families seeking healthcare and wellness services.

The focus on Arab tourism reflects Kerala's longstanding cultural, economic and people-to-people connections with the Gulf region. Strong air connectivity between Kerala and Gulf countries, along with a large Malayali diaspora, provides an additional advantage for expanding the market.

With a target of 300,000 additional Arab visitors and more than ₹25,000 crore in economic activity over five years, Kerala's latest tourism strategy represents a significant effort to expand international arrivals, promote high-value tourism and reduce the impact of seasonal fluctuations.