Kochi: With a view to make deeper
inroads into the Mediterranean region, Kerala Tourism displayed a range of its
touristy appeal by participating in the two-day IMTM (International
Mediterranean Tourism Market) at Tel Aviv in Israel.

It was for the second time that
Kerala participated in February 11-12 IMTM, the only professional exhibition
for the tourism trade market in Israel.

“The exercise is part of our
aggressive plans to scout for new markets in the Middle East in a bid to
substantially increase footfalls from that region,” Tourism Minister
Kadakampally Surendran said.

Biju B S, Deputy Director, Kerala
Tourism, led the official delegation, which included leading trade partners
such as Kerala Voyages, East-end Hotels and Resorts, Kairali Ayurveda,
Eastbound Discoveries and Spiceland Holidays and Fragrant Nature Hotels &
Resorts.

The delegation held many key meetings
with trade partners from Israel. It also had a meeting with the CEO of Arkia
Airlines.

The Kerala pavilion was splashed with
the theme of “Human by Nature”, a three-minute new campaign film launched to
appeal to high spenders and backpackers. Large backlit wall of the theme
attracted a lot of visitors while brochures were distributed to potential tour
operators.

The IMTM, the largest annual
professional tourism fair of its kind in the Eastern Mediterranean, provides
tourism trade a platform to meet outbound buyers and suppliers based in Israel.

In recent times, Kerala has witnessed
an uptick in tourist arrivals from Israel. In 2016, a total of 10,927 tourists
visited the state from the Middle East country, and the figures rose to 11,892
in 2017 and 15,339 in 2018.