Kozhikode: Kerala Tourism’s sustained marketing and media campaigns have played a decisive role in popularising Ayurveda across the Middle East, breaking cultural barriers and generating growing interest in the traditional wellness system, delegates from Saudi Arabia and Bahrain said at the first International Ayurveda and Wellness Conclave on Tuesday.
More than 125 delegates from 34 countries participated in the two-day conclave held on February 2 and 3, which showcased Kerala’s leadership in global wellness tourism. Russia topped the list with 22 delegates, followed by Germany with 14, at the event organised by the Ayurveda Promotion Society (APS) in association with the Department of Tourism and allied tourism and health organisations.
Saudi Arabian social media influencer Norah Al Qassim said she first learned about Ayurveda through Kerala Tourism’s official website and social media campaigns. “The website offers extensive information on Ayurveda and wellness. Using online platforms creates a strong impact among Saudi citizens,” she noted. A TikTok sensation with over three lakh followers on Snapchat, Al Qassim said she was visiting Kerala for the first time and was keen to experience rejuvenation therapies.
“This conclave is highly informative and has helped me understand the depth of Kerala’s time-tested Ayurveda tradition,” she said, adding that interest in Ayurveda is steadily growing in Saudi Arabia as people recognise its healing potential. Bahrain-based travel operator Mohamed Alammadi, on his second visit to ‘God’s Own Country’, said Ayurveda centres are flourishing in Bahrain.
“We are increasingly using social media to promote Ayurveda in Bahrain and Saudi Arabia. People in the Middle East are keen to explore Ayurveda, and Kerala’s landscape and climate are major attractions for our clients,” he said. The conclave brought together Ayurveda scholars, global wellness experts, policymakers, academics, industry leaders, travel trade professionals and international stakeholders.
Delegates included sellers, buyers and wellness experts from countries such as Russia, Germany, France, the USA, Slovakia, Lebanon, Italy, Kazakhstan, Saudi Arabia, Bahrain, Bulgaria, Israel, Armenia, Jordan, Turkey, Poland, Portugal, South Korea and Mexico. As part of the programme, an international familiarisation tour for Ayurveda and Yoga ambassadors has been scheduled from February 4 to 12. Starting from Kozhikode and concluding in Thiruvananthapuram, the tour will cover Ayurveda resorts and wellness retreats, Yoga destinations, Ayurveda hospitals and manufacturing facilities across Kerala.
The itinerary also features curated cultural and heritage experiences, including visits to Kerala Kalamandalam, the Kochi-Muziris Biennale, Kochi Port Cruise and other key attractions, offering delegates comprehensive exposure to Kerala’s Ayurveda, wellness and cultural ecosystem.
