Erratic weather and the delay in holding promotion campaigns by Kerala tourism are keeping the wellness tourism industry on tenterhooks ahead of the monsoon season.
Last year, the truant monsoon had played spoilsport for those offering traditional Ayurveda therapies during the monsoon season, which is the ideal time for rejuvenation therapies and related programmes.
This year, Kerala tourism has already missed Arabian Travel Mart 2024, a leading global event for inbound and outbound travel industry in West Asia, which provides a platform for tourism players from the State to exhibit their products and forge alliances with industry partners for attracting guests from Arab countries.
Now, the tourism department has sanctioned ₹5.8 crore to hold promotional campaigns in the West Asian market ahead of the season. However, the industry stakeholders are of the view that it should have been done a bit earlier, as the season begins by June 1.
Russia is one of the major international…
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