A series of new initiatives is set to be rolled out by the Indian state of Kerala to attract more tourists from the Gulf region, including Bahrain.
Kerala Culture and Tourism Minister P C Vishnunadh said plans were underway to organise roadshows and set up information kiosks in Bahrain to highlight the state’s tourism offerings and assist potential visitors, in co-operation with the Indian Embassy and Bahrain Keraleeya Samajam (BKS).
Kerala hosted more than 100,000 Arab tourists last year and is hoping to see 300,000 in the next five years.
“We will be launching a targeted campaign focusing on the Arab market, as we are seeing a surge in tourists from the region in recent years, especially from Oman, which currently ranks third after the US and the UK in tourist arrivals to the state,” said the minister, who was in Bahrain recently to participate in the BKS Onam celebrations, Shraavanam 2026.
“We are planning to organise roadshows and promotional campaigns in Bahrain. We are also hoping to set up information kiosks in collaboration with the embassy and BKS to inform travellers about what Kerala has to offer.”
Kerala is expanding beyond its famed backwaters to promote its wellness ecosystem, medical value tourism, destination weddings and more recently, ‘monsoon tourism’.
The state is repositioning its traditional off-season, the monsoon months from June to September, as a key tourism draw. Once a period largely associated with maintenance work at hotels and resorts due to a slowdown in domestic travel, the season has increasingly attracted Middle Eastern families after the Covid-19 pandemic, drawn by Kerala’s lush green landscapes and cooler climate during the region’s peak summer months.
“Kerala’s greatest tourism asset is its natural beauty,” Mr Vishnunadh said. “People do not visit us for luxury facilities alone; they come for our pristine environment, and that is what we hope to promote further.”
He also encouraged visitors to experience what he described as ‘authentic ayurveda’ in Kerala.
“I emphasise authentic ayurveda because many places offer general wellness or massage packages. However, genuine ayurvedic treatment can help address chronic conditions – for example, long-term back pain and certain ailments for which surgery is often recommended – through specialised treatment programmes in Kerala.”
According to him, the proposed information kiosks would provide verified information about tourist attractions as well as recognised treatment centres and assist visitors in arranging appointments for medical and ayurvedic care.
“The Kerala government is working on an action plan, and the legal and technical aspects of these proposals will need to be discussed. We hope to welcome more Arab tourists, including visitors from Bahrain, to Kerala in the coming years.”
The minister added that cultural exchange programmes would also be explored.
Addressing concerns over soaring airfares during peak summer and holiday periods, particularly between June and September, Mr Vishnunadh said the issue had been repeatedly raised in Parliament.
“Kerala’s MPs, cutting across party lines, have been consistently raising the issue of erratic airfare hikes in Parliament. We are also trying to increase air connectivity to the state. Airfare increases are largely driven by dynamic pricing models and airline operating costs, but we are pushing for solutions from the central government.”
The state is also inviting GCC and diaspora investors to participate in its growing tourism and hospitality sector, supported by simplified single-window clearance mechanisms and sustainable tourism policies.
“We welcome investors to Kerala. The government is making a big move – we are planning to grant industry status to the tourism sector. The draft proposal has been prepared and consultations with industry stakeholders are underway. This will allow tourism investors to benefit from the incentives, support and concessions currently available to micro, small and medium-sized enterprises.
“We also welcome international production houses to film in Kerala and are making our destinations increasingly tourism-friendly. A Rs100-crore film city is being planned near Kochi, where land has already been identified.”
Private and NRI investments will be welcome there, he added, as well as in eco-tourism projects and hotel infrastructure to support large-scale events and international conventions.
“We are even holding discussions with the Kerala State Electricity Board to offer reduced power tariffs for such projects,” he added.
India last year started an electronic visa system for Bahraini nationals planning to travel to India. The e-visa services are available to GCC nationals, including Bahrainis, travelling for recreation and sightseeing, meeting friends or relatives, attending a short-term yoga programme or short-term courses, voluntary work of a short duration, medical treatment, business or attending a conference.
Mr Vishnunadh also inaugurated the admission festival marking the beginning of the new academic year at the Malayalam Mission School of BKS. The function was presided over by Samajam president P V Radhakrishna Pillai, while general secretary Varghese Karakkal delivered the welcome address.
The minister reaffirmed the government’s commitment to preserving the Malayalam language and Kerala’s cultural heritage among the expatriate community.
ranjini@gdnmedia.bh
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