THIRUVANANTHAPURAM: Unfazed by the severe drought situation or restrictions on alcohol in the state, Kerala Tourism will kick start its 2017-18 campaign at the Arabian Travel Market (ATM) to be held in Dubai from April 24 to 27.
It will target high-spending Arabs who have increasingly chosen the God’s Own Country for spending their summer-break, reports The Times of India.
“We are approaching the ATM with a lot of optimism as the Middle East has emerged the fastest growing tourism segment for Kerala over the last five years. The Arab market is a `family market’ rather than a business one. So, a ban or restrictions on alcohol may not affect inbound tourism from the region,” said tourism principal secretary V Venu.
The tourism secretary’s optimism has its base in the substantial increase of foreign tourist arrivals during the lean months (May-September) over the last few years, “thanks to the trade’s strategic shift to the Middle East market”.
Saudi Arabia, since 2012, had been 5th among the top source markets for Kerala behind the UK, Germany, USA and France. Registering a steady growth, the kingdom had contributed an 8% volume share in 2015.