DSF inspires Kerala to beckon tourists with shopping festival

DUBAI — Inspired by the remarkable success of Dubai Shopping Festival (DSF) in luring millions of holidaymakers and shoppers to the emirate, Kerala is now set to woo global tourists with its own 'Grand Kerala Shopping Festival."

By Issac John (Deputy Business Editor)

Published: Sat 5 May 2007, 8:25 AM

Last updated: Sat 4 Apr 2015, 10:56 PM

The four-month festival, which was officially announced at a 'Kerala Evening' held on the sidelines of Arabian Travel Market on Thursday, is designed to offer a treasure trove of shopping delights to visitors to this south Indian state.

The festival logo, almost resembling the DSF logo, was unveiled at the function attended by Kodiyeri Balakrishnan, Minister for Home, Vigilance and Tourism, and Indian Consul General in Dubai Venu Rajamony.

According to Cherian Philip, Chairman of Kerala Tourism Development Corporation (KTDC), the festival, scheduled as an annual event, will showcase the strengths of Kerala as a shopping destination. "The festival will feature products ranging from the state's handicrafts, handloom textiles, traditional jewellery, spices etc., to consumer durables. Manufacturers, traders and service providers in Kerala will be participants at the festival that will present the entire state as a shopping mall. Special schemes will be offered by the participants to the shoppers. Also awaiting them will be grand prizes."

Philip said Kerala, which has won over travellers with its unmatched natural attractions over the past decade, is targeting a substantial increase in its tourist revenues. "Our target is to boost the contribution of tourism to the state's GDP to 15 per cent from the current 12 per cent," Philip told Khaleej Times.

He said the four-month shopping festival, starting from September end, will be yet another reason prompting travellers from the Gulf region to visit Kerala, one of the most popular destinations in the world today. "Middle East is one of the key markets for Kerala tourism, with more and more tourists being allured by the many charms of God's Own Country. In 2006, the state recorded a 52 per cent increase in tourist arrivals from the region."

"With wellness tourism gaining tremendous popularity among travellers from the Middle East, Kerala with its worldclass health care system, salubrious climate and lush green surroundings is today much sought-after. In fact, it is to consolidate on this growing interest that Kerala is participating at the Arabian Travel Mart 2007, with a 10-member strong team spanning from backwater/beach resorts to Ayurveda centres," Philip pointed out.

He said KTDC has designed several packages tailor-made for Gulf-based NRIs during their annual holidays. "Tourism has indeed bridged the gulf between Kerala and the Middle East, which has enjoyed trade relations right from ancient times. A strong presence of the Malayalee community in the Gulf region, proximity and excellent air connectivity are factors that contributed to forging close ties between the two."

The only tourism Superbrand in Asia, Kerala is also one of the fastest growing tourist destinations in the world today — thanks to its unmatched tourist attractions and focus on sustainability.