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Ayurveda a hit with Russian women at MITT


Ayurveda was a big hit at the Russian capital Moscow with industry representatives streaming into the Kerala Tourism’s yoga themed stall during the four-day 22nd Moscow International Travel and Tourism Exhibition (MITT) that ended on Saturday.

Ayurveda was particularly a big hit with Russian women who made a whole lot of enquiries being interested in alternate health care practices. “Kerala Tourism’s participation in MITT has helped our trade partners build strong relations with the travel and tourism industry of Russia,” said Kerala Tourism Minister AP Anilkumar.

MITT, the largest tourism fair in Russia, attracts tens of thousands of visitors every year. Over 2,000 exhibitors from 203 countries took part in the four-day event.

India’s Ambassador to Russia PS Raghavan said ayurveda was becoming increasingly popular in key markets like Moscow, St Petersburg and Yekaterinburg (the fourth largest city in Russia), especially among health-conscious women. “Kerala’s efforts to promote tourism in the Russian market has the full support of our embassy,” said Raghavan.

Kerala Tourism director PI Sheik Pareeth said the “evolving” Russian travellers were “looking at more than beach holidays”. “Several leading Russian tour operators, including many medium-sized operators, visited our stand and expressed their willingness to enter into agreements on ayurveda package with our resorts,” he said.

Musafir Namah Bureau


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