Kerala’s ayurveda gets the nod from Russia’s women travellers


Trivandrum: Kerala’s millennia-old healing system of Ayurveda has received the stamp of approval from women in Russia as the State tourism department took part in the country’s largest tourism fair to woo travellers from Russia to ‘God’s Own Country’ this week.

The public and local industry representatives streamed into the aesthetically designed stall of Kerala Tourism at the 22nd Moscow International Travel and Tourism Exhibition (MITT) held during March 18-21. A major part of the enquiries were on Ayurveda, with local tourism professionals keen to cash in on the interest in Kerala’s ancient medical system among Russian women, who are looking for alternative health care practices.

The theme of Kerala Tourism’s 24-square metre-stand at MITT this year was Ayurveda and the State’s sun-and-sand destinations.

“Kerala Tourism’s participation in MITT this year has helped our trade partners to build strong relations with the travel and tourism industry in Russia,” said Kerala Tourism Minister, Shri A P Anil Kumar.

MITT, the largest tourism fair in Russia, attracts tens of thousands of unique visitors every year, nearly three-fourth of them from the travel trade industry. More than 2,000 exhibitors from 203 countries are taking part in the four-day event that concludes today.

“There was an enthusiastic response to Kerala at MITT. Our participation in MITT is part of a series of marketing initiatives targeting the Russian market and follows the two trade road shows held in Moscow and St Petersburg last year,” added the Minister, who held discussions on boosting tourist arrivals in Kerala from Russia with India’s Ambassador to the Russian Federation, P S Raghavan, during the trade show.

“Ayurveda is becoming increasingly popular in key markets like Moscow, St Petersburg and Yekaterinburg, especially among the health conscious women audience,” the Ambassador said, urging Kerala Tourism to showcase cultural aspects like Kathakali and Kalari Payattu along with the backwaters and Ayurveda to attract more travellers.

“The evolving Russian travellers are looking at more than beach holidays,” said Kerala Tourism Director, P I Sheik Pareeth. “It augurs well for a destination like Kerala with our backwaters, hill stations, plantations, wildlife and Ayurveda”.

Three trade partners of Kerala Tourism – Abad Hotels & Resorts, Joy’s Resorts and Poovar Island Resort – were part of the state delegation to MITT 2015.

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