Monsoon tourism in Kerala thrives on Arab visitors, even as Gulf promotion falls short

Even as tourism during the monsoon season in Kerala relies heavily on Arab visitors, the state still maintains a limited promotional presence in Gulf countries, which send the most tourists. As per estimates, Arabs account for more than 15 per cent of Kerala’s total foreign tourist arrivals and are among the highest spenders. Despite this, the Tourism Department has not undertaken any major promotional campaigns in Gulf countries.

While lakhs of rupees are being spent on tourism promotion in Europe, the United States, and other regions, arrivals from these markets have declined in the post-COVID period, affected by factors such as the war in Ukraine and broader global uncertainties. Although Kerala Tourism advertisements are visible on buses and taxis in London, there is virtually no promotional presence in key Gulf markets such as the UAE, Saudi Arabia and Oman, which together contribute the largest share of Arab tourists. Moreover, the budget for overseas promotion has also been declining year after year.

Arab tourists spend an average of around 5,000 dollars (approximately Rs. 5 lakh) per trip, with larger groups spending up to Rs. 25–30 lakh. A significant portion of this expenditure goes towards food, which often exceeds the cost of room rental. They also spend generously on clothing, perfumes and handicrafts.

Last year, more than 1.2 lakh Arab tourists visited Kerala, including during the June–August period when the Gulf experiences peak summer heat and Kerala is in the midst of the monsoon. This is traditionally considered the off-season for tourism in the state. These visitors are primarily accommodated in resorts in Kochi, Athirappilly, and Kumarakom, as well as in major destinations such as Munnar, Thekkady, and Wayanad.

During the same period, 65,103 tourists arrived from Oman, 26,222 from the UAE and 31,564 from Saudi Arabia. Tour operators believe that targeted efforts to attract visitors from Qatar, Kuwait, Bahrain and other Gulf nations could further boost arrivals. They also argue that promotional campaigns in Arab countries would be more effective than those in Europe. Meanwhile, the Arab Travel Agents Association is planning an Arab Tourism Conclave in October.

32-member UAE group set for monsoon retreat
With intense summer heat setting in across the Gulf, a 32-member family group from the UAE is set to arrive in Munnar. The group, which has been visiting Kerala during the monsoon season for the past nine years, usually spends over a week enjoying the cool climate and rainfall in the hill station. They stay at premium resorts in the state for extended periods. This year, the group also plan to include Athirappilly in their itinerary along with Munnar.

Many Arab tourists visiting Kerala during the season opt for premium properties such as Grand Hyatt and Ramada, taking in views of the backwaters and rain-soaked landscapes. One group arriving for an 18-day stay plans to spend six days each at Ramada, Grand Hyatt, and Munnar. Most visitors travel as families, with wives, children, mothers, siblings, and other relatives travelling together.

Arab tourists, known for their lavish dining preferences, often go beyond hotel buffets to specially order a variety of dishes, including grilled meats and other delicacies. Food expenses alone run into tens of thousands of rupees daily. Some families even book entire resorts exclusively for their stay.

Rasheed Kakkat, president of the Arab Tour Operators Association, has called for the creation of special facilities for shopping and other services at tourism destinations frequented by Arab visitors. He also pointed out that basic amenities, including clean restrooms along the Kochi–Munnar route, remain inadequate and require urgent improvement.