Nestled amidst the lush greenery and serene backwaters of southern India, Kerala has long been celebrated for its tranquil retreats and holistic wellness practices. However, this year, the state’s renowned wellness tourism industry finds itself at the mercy of unpredictable weather patterns. As the monsoon season approaches, stakeholders in Kerala’s wellness tourism sector are on edge. They are grappling with the implications of missed opportunities and uncertain forecasts.
Kerala’s Wellness Tourism Braces For Weather Woes
Typically, the monsoon season serves as an ideal time for rejuvenation therapies and related programs. It certainly makes it a crucial period for the wellness tourism sector. As per The Hindu reports, last year, the monsoon’s unpredictability disrupted Ayurveda therapies. It led to a decline in visitor numbers during this season.
This year, the situation is compounded by Kerala Tourism missing out on key promotional opportunities like the Arabian Travel Mart 2024. It is a significant event for the global travel industry in West Asia. Such events provide a platform for Kerala to showcase its offerings and establish partnerships.
Despite allocating funds for promotional campaigns in the West Asian market, the timing of these efforts has raised concerns among industry stakeholders. With the monsoon season starting in June, there’s a sense that these campaigns should have been initiated earlier to maximize their impact.
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Rejuvenation In Jeopardy
The Russian market is a major clientele for Ayurveda tourism, according to The Hindu. However, it has been affected by factors like the COVID-19 pandemic and geopolitical tensions. It led to a decrease in visitor numbers. However, private players in the sector have been actively working to bring tourists to Kerala, albeit at reduced levels compared to pre-pandemic times.
In the Arab market, Indian expats constitute a significant portion of visitors. The remainder comes from countries like Saudi Arabia and Oman. This market segment is vital for Kerala’s tourism, especially considering that European tourist arrivals have yet to return to pre-pandemic levels.
Despite the challenges, there’s optimism within the industry for a relatively good season. Forecasts are certainly predicting an above-normal monsoon for Kerala. However, tapping into the potential of the season requires strategic marketing efforts, especially given the tough competition from neighbouring destinations like Sri Lanka and the Maldives.
Cover Image Courtesy: Canva