Kerala Tourism’s Ayurveda campaign makes massive impact in the ME, say foreign delegates at KTM

Kochi / September 26, 2026

Kochi, Sep 26: Kerala’s rich Ayurvedic tradition and its focus on Ayurvedic tourism are making a notable impact in Arab and West Asian countries, according to foreign delegates attending the ongoing Kerala Travel Mart (KTM-2026).

The delegates emphasised that Kerala's unique, tradition-rooted approach to Ayurveda draws significant interest from these regions. They also noted that Kerala Tourism's promotions have significantly increased the popularity of Ayurveda in the Middle East.

Despite ongoing uncertainties due to regional conflicts, KTM saw a strong presence from West Asian and Arab countries. A contingent of 23 buyers came from the UAE, followed by 13 from Oman, eight from Israel, six from Saudi Arabia, five from Kuwait, four from Qatar, two from Turkey, and one from Lebanon.

Amin Alshaqsi, a travel and tourism company owner from Oman, stated that Ayurveda has gained substantial popularity in Arab nations in recent years. He learned about Ayurveda through the Kerala Tourism website and social media campaigns.

Alshaqsi noted that people are becoming increasingly interested in Ayurveda as they recognise its healing potential. Kerala's favourable climate and unique topography benefit the Ayurveda sector, attracting more clients from the Middle East.

This year's KTM Expo showcases a diverse array of hotels, resorts, and healing centres from the Ayurveda wellness tourism sector.

Buyers from the UAE said Kerala's excellent climate, air quality, and environmental cleanliness make it an ideal health destination. They suggested that events like KTM will further attract clients from Arab countries to Kerala's Ayurveda sector.

KTM Society President Jose Pradeep said Kerala is entering a growth phase in the Ayurveda wellness tourism sector. Health tourism is gaining traction globally, increasing Kerala's potential as a major destination in this market.

The state government has identified health tourism as a specific sector in its tourism policy and has begun efforts to develop and promote it. The government aims to brand Kerala as the 'Home of Ayurveda' globally.

Sellers from Kerala at KTM believe the interest shown by foreign delegates in the state's traditional medicine sector is a positive sign for future growth.

The expo is part of the 13th edition of the KTM, the country's leading tourism and trade fair, which opened on Thursday at the Sagara and Samudrika Convention Centres on Wellington Island in Kochi.

The fair features 383 vendor stalls from tourism entrepreneurs and 25 stalls from various government agencies, including Kerala, Tamil Nadu, and India Tourism. KTM will run until September 27.

ENDS
 

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