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Steffi Graf to serve for Kerala as Ayurveda ambassador

Sources at the tourism department said that Graf had shown keen interest to promote India’s ancient system of health care.

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Trivandrum — Kerala Tourism has roped in German tennis legend Steffi Graf to promote wellness tourism amid fears that the partial prohibition introduced by the Congress-led United Democratic Front (UDF) government may drive away tourists from the state.

The state cabinet that met here on Wednesday approved the tourism department’s proposal to appoint the 46-year-old sports star, who dominated the field of tennis in 1980s and 1990s, as Ayurveda brand ambassador.

The cabinet has authorised the department to sign an agreement with Graf, who has been ranked as world’s No.1 tennis player by the Women’s Tennis Association. The player has given her consent to promote Ayurveda tourism, which is being marketed by Kerala tourism as a science of life and longevity.

Sources at the tourism department said that Graf had shown keen interest to promote India’s ancient system of health care, which is already attracting large number of tourists from all over the world.

The tourism department had decided to aggressively promote Ayurveda after the industry expressed concern that the closure of liquor bars below the five-star category may affect tourism. The state government had allowed the closed bars to function as beer and wine parlours following the industry concern.

However, the figures published by the tourism department recently have showed an increase in both foreign and domestic tourist arrivals in the state in 2014. According to the figures, foreign tourist arrivals increased by 7.60 per cent to 9.23 million in 2014 from 8.58 million in 2013.

Similarly, domestic tourist arrivals to the state went up from 10.8 million in 2013 to 11.6 million in 2014, registering a growth of 7.71 per cent. However, the rate of growth  showed a slight decline compared to 2013.

Foreign exchange earnings for 2014 stood at Rs63.98 billion, marking an increase of 15.07 per cent over the previous year. The total revenue, including indirect earnings, during the year went up to Rs248 billion, showing a rise of 12.11 per cent over 2013.

news@khaleejtimes.com

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