Kerala to allocate 20% of marketing budget to attract Arab tourists

Chief Minister V.D. Satheesan to Inaugurate Indo-Arab Connect 2026 Tourism Summit on August 31

Published: July 23, 2026 09:58 pm IST | KOCHI

Kerala Tourism will allocate 20% of its marketing funds to attract tourists from Arab countries, recognizing their decisive role in the growth of the state's tourism sector, Tourism Minister P.C. Vishnunadh announced on Thursday (July 23, 2026).

Speaking to the media ahead of the Indo-Arab Connect 2026 tourism summit, the Minister said the state government has prioritized marketing strategies centered on Ayurveda and monsoon tourism. The summit is jointly organized by the Association of Arab Tour Operators (AATO), the Indo-Arab Tourism and Hospitality Alliance, and Tourism India, in collaboration with Kerala Tourism, the Union Tourism Ministry, and Cochin International Airport Limited.

Key Highlights

• Rising Arab tourist arrivals: Kerala hosted over one lakh Arab tourists in 2025. Oman ranks third among source markets for foreign tourists to Kerala and could overtake arrivals from the United States and the United Kingdom, which have held the top two positions for three decades.
• Top source markets: Saudi Arabia and the United Arab Emirates (UAE) are among the top 10 tourist source markets for the state.
• Off-season growth: The June-to-September period, once considered Kerala's off-season, is seeing increased tourist arrivals due to sustained efforts by Arab tour operators.

High-Spending Travellers

Minister Vishnunadh noted that Arab tourists are among the highest-spending travellers globally, averaging $3,000 per day on accommodation, food, and shopping, compared to $550–$700 spent by traditional European visitors. This spending pattern is expected to significantly boost Kerala's economy.

The peak travel season for Saudi Arabia, Oman, UAE, Egypt, Jordan, and Iran — all among Kerala's top 10 source markets — falls precisely during the state's traditional June-September off-season.

Industry Perspectives

Rashid Kakkat, President of AATO, said that despite ongoing tensions in West Asia, Arab tourists continue to show strong interest in Kerala, with the season that began in late June already recording high growth.

Ravisankar K.V., Chief Coordinator of Indo-Arab Tourism, stated that the summit is designed to give Arab tour operators first-hand exposure to Kerala's Ayurveda, medical tourism, and luxury travel offerings. The goal is to attract three lakh Arab tourists in the near future and contribute over ₹25,000 crore to Kerala's economy.

Summit Details

Jolly Antony, Chairman of the Indo-Arab Tourism and Hospitality Alliance, provided the following details:

• Attendees: Over 500 tour operators, travel agents, and MICE travel agents from India.
• International participation: Around 200 tour operators from Saudi Arabia, Oman, UAE, Egypt, Jordan, Iran, Qatar, Kuwait, Bahrain, and Iraq are expected.
• Date: August 31 — Chief Minister V.D. Satheesan will inaugurate the summit.
• September 1: Business meeting.
• September 2: A week-long tour of Kerala's tourism circuits.

Dignitaries expected to attend include Union Minister of State for Tourism Suresh Gopi, tourism ministers from south Indian states and Goa, and Suman Billa, Director General of the Ministry of Tourism. Diplomats from 10 Arab countries will also be present.