Kerala Tourism’s Ayurveda campaigns have far-reaching impact in Middle East: Delegates at Global Ayurveda & Wellness Conclave

Kozhikode / February 2, 2026

Kozhikode, Feb 03: Ayurveda defies cultural barriers and it has gained popularity in the Middle East largely due to the diligent marketing and media campaigns run by Kerala Tourism, said delegates from Saudi Arabia and Bahrain at the first International Ayurveda and Wellness Conclave here today.

More than 125 delegates from around 34 countries turned up for the February 2-3 Conclave that showcased Kerala as the domain leader in wellness tourism.

Russia tops the list of countries with 22 delegates, followed by Germany (14) at the February 2-3 event, organised by Ayurveda Promotion Society (APS) in association with Department of Tourism and allied tourism/health organizations.

Noted social media influencer from Saudi Arabia, Ms Norah Al Qassim, said she came to know about Ayurveda through Kerala Tourism’s website and social media campaigns.

She said the website provided a lot of information about this traditional medicine and wellness system as utilizing online tools is helpful to create a big impact among Saudi citizens.

A sensation on TikTok, Ms Al Qassim also has more than three lakh followers on Snapchat. “I’m visiting Kerala for the first time and looking to explore the rejuvenation therapies in Ayurveda. This conclave is greatly informative and helpful to know about this time-tested tradition of Kerala,” she said.

According to Ms Al Qassim, people in Saudi Arabia have started to evince interest in Ayurveda after realizing its healing power.

Bahrain-based travel operator Mr Mohamed Alammadi, who is on his second trip to ‘God’s Own Country,’ said Ayurveda centres are thriving in Bahrain. 

“We are leveraging social media to promote it more aggressively in Bahrain and Saudi Arabia.  Of late, people of Middle East are very much interested in Ayurveda and want to explore it. Besides, the landscape and weather of Kerala is pretty attractive for our clients,” he added.

The two-day conclave brought together Ayurveda scholars, global wellness experts, policymakers, academics, industry leaders, travel trade professionals and international stakeholders.

The delegates, comprising sellers, buyers and global wellness experts, were mainly from countries like Russia, Germany, France, USA, Slovakia, Lebanon, Italy, Kazakhstan, Saudi Arabia, Bahrain, Bulgaria, Israel, Armenia, Jordan, Turkey, Poland, Portugal, South Korea and Mexico.

 

A tour for international Ayurveda and Yoga ambassadors has been planned from February 4 for international delegates across Kerala, including property visits.

The tour will start from Kozhikode and conclude in the state capital on February 12. The delegates will visit Ayurveda resorts and wellness retreats, Yoga destinations, Ayurveda hospitals and Ayurveda manufacturing facilities across the state.

The programme also includes curated cultural and heritage experiences such as Kerala Kalamandalam, Kochi- Muziris Biennale, Kochi Port Cruise, and other key attractions, offering a comprehensive exposure to Kerala’s Ayurveda, wellness, and cultural ecosystem.

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