A series of new initiatives is set to be rolled out by the
Indian state of Kerala to attract more tourists from the Gulf region, including
Bahrain.
Kerala Culture and Tourism Minister P C Vishnunath said
plans were underway to organise roadshows and set up information kiosks in
Bahrain to highlight the state’s tourism offerings and assist potential
visitors, in co-operation with the Indian Embassy and Bahrain Keraleeya Samajam
(BKS), reported our sister publication GDN.
Kerala hosted more than 100,000 Arab tourists last year and
is hoping to see 300,000 in the next five years.
“We will be launching a targeted campaign focusing on the
Arab market, as we are seeing a surge in tourists from the region in recent
years, especially from Oman, which currently ranks third after the US and the
UK in tourist arrivals to the state,” said the minister, who was in Bahrain
recently to participate in the BKS Onam celebrations, Shraavanam 2026.
“We are planning to organise roadshows and promotional
campaigns in Bahrain. We are also hoping to set up information kiosks in
collaboration with the embassy and BKS to inform travellers about what Kerala
has to offer.”
Kerala is expanding beyond its famed backwaters to promote
its wellness ecosystem, medical value tourism, destination weddings and more
recently, ‘monsoon tourism’.
The state is repositioning its traditional off-season, the
monsoon months from June to September, as a key tourism draw. Once a period
largely associated with maintenance work at hotels and resorts due to a
slowdown in domestic travel, the season has increasingly attracted Middle
Eastern families after the Covid-19 pandemic, drawn by Kerala’s lush green
landscapes and cooler climate during the region’s peak summer months.
“Kerala’s greatest tourism asset is its natural beauty,” Vishnunath said. “People do not visit us for luxury facilities alone; they come
for our pristine environment, and that is what we hope to promote further.”
He also encouraged visitors to experience what he described
as ‘authentic ayurveda’ in Kerala.
“I emphasise authentic ayurveda because many places offer
general wellness or massage packages. However, genuine ayurvedic treatment can
help address chronic conditions – for example, long-term back pain and certain
ailments for which surgery is often recommended – through specialised treatment
programmes in Kerala.”
According to him, the proposed information kiosks would
provide verified information about tourist attractions as well as recognised
treatment centres and assist visitors in arranging appointments for medical and
ayurvedic care.
“The Kerala government is working on an action plan, and the
legal and technical aspects of these proposals will need to be discussed. We
hope to welcome more Arab tourists, including visitors from Bahrain, to Kerala
in the coming years.”
The minister added that cultural exchange programmes would
also be explored.
Addressing concerns over soaring airfares during peak summer
and holiday periods, particularly between June and September, Vishnunath
said the issue had been repeatedly raised in Parliament.
“Kerala’s MPs, cutting across party lines, have been
consistently raising the issue of erratic airfare hikes in Parliament. We are
also trying to increase air connectivity to the state. Airfare increases are
largely driven by dynamic pricing models and airline operating costs, but we
are pushing for solutions from the central government.”
The state is also inviting GCC and diaspora investors to
participate in its growing tourism and hospitality sector, supported by
simplified single-window clearance mechanisms and sustainable tourism policies.
“We welcome investors to Kerala. The government is making a
big move – we are planning to grant industry status to the tourism sector. The
draft proposal has been prepared and consultations with industry stakeholders
are underway. This will allow tourism investors to benefit from the incentives,
support and concessions currently available to micro, small and medium-sized
enterprises.
“We also welcome international production houses to film in
Kerala and are making our destinations increasingly tourism-friendly. A
Rs100-crore film city is being planned near Kochi, where land has already been
identified.”
Private and NRI investments will be welcome there, he added,
as well as in eco-tourism projects and hotel infrastructure to support
large-scale events and international conventions.
“We are even holding discussions with the Kerala State
Electricity Board to offer reduced power tariffs for such projects,” he added.
India last year started an electronic visa system for
Bahraini nationals planning to travel to India. The e-visa services are
available to GCC nationals, including Bahrainis, travelling for recreation and
sightseeing, meeting friends or relatives, attending a short-term yoga
programme or short-term courses, voluntary work of a short duration, medical
treatment, business or attending a conference.
Mr Vishnunath also inaugurated the admission festival
marking the beginning of the new academic year at the Malayalam Mission School
of BKS. The function was presided over by Samajam president P V Radhakrishna
Pillai, while general secretary Varghese Karakkal delivered the welcome
address.
The minister reaffirmed the government’s commitment to preserving the Malayalam language and Kerala’s cultural heritage among the expatriate community.