The Hindu Business Line : Kerala is `world of choice' for Emirates

IN an interview with Business Line, Mr Abdulla Nasser Abdulla, Vice-President (India and Nepal), Emirates Airline, said: "Kerala is most definitely one of the top get-away destinations in the world. It has to improve on its tourism infrastructure, whilst carefully preserving the unspoilt and tranquil nature of the region." Excerpts from the interview:

Was there a major rush during the last lean season for the aviation industry? How far was it contributed by increased tourist arrivals and a changing perception of Kerala as a round-the-year tourist destination?

Kerala has registered steady growth of both inbound and outbound traveller traffic. The positioning of Kerala as a round - the - year tourist destination has definitely benefited the State. Apart from the increased NRI traffic, tourist traffic has also grown.

Could you generate a tourist profile based on the point of origin among the tourists on your airline? What sort of a response has there been from the Gulf?

Emirates is the world's fastest-growing intercontinental airline, one of the world's five most profitable and among the twenty largest. One of the key advantages that Emirates offers is its fast expanding global network, which currently totals 77 destinations in 54 countries.

As a result, we carry to Kerala a large number of British, Italian, German, French and Swiss travellers, and not to forget the visitors from across the Middle East who travel to Kerala for ayurvedic treatments. A large number of NRI's based in the United Arab Emirates also use Kerala as a short stay destination.

Do you perceive the cosmopolitan nature of the Gulf workforce contributing to the tourist traffic to Kerala? How far has the rejuvenating properties of ayurveda caught on in the Gulf? Given the proximity, can Kerala turn out to be weekend getaway among the well-to-do Gulf workforce?

Definitely yes. Kerala must be promoted as a short-stay destination also, especially from the Gulf. The Gulf often has long weekends and sometimes even extended weekends due to festivals such as Eid, National Day etc.

These periods can be used to promote inbound traffic to Kerala for 3-4 day short breaks, as the travel time is less than 4 hours.

The Ayurveda Spas are definitely a major draw. Travellers are genuinely interested to use ayurvedic treatments to cure their ailments but are at a loss as they are not sure where to find these services.

The reason for this is that there is hardly any literature on authentic Ayurvedic facilities offering specialised treatments. The solution to this could be that the Government release a comprehensive list of Ayurvedic treatment outlets with relevant classifications. In addition, Ayurvedic hospitals and clinics could introduce higher standards of hygiene.

What are the efforts put in by Emirates to push Kerala as a tourist destination?

Emirates is very aggressive in promoting Kerala as one of the best tourist destinations in the world. Emirates Holidays, which has recently started its operations in India, has featured Kerala very comprehensively in their "World of Choice" brochure.

Emirates Holidays, which is the largest wholesale tour operator in the Middle East, offers the region's most comprehensive programme of inclusive vacations - with ground arrangements and transfers included. They are considered one of the best in the world offering popular 'value-for-money' offers.

In addition to the value-for-money offers, Emirates Holidays also features the best up-market properties in Kerala aiming at the individual, high-spending traveller

How far would opening the skies boost tourist traffic to Kerala?

Kerala is a destination that could benefit substantially from increased numbers of flights. The natural element of holidays to Kerala, personified by the Ayurveda Spas, is proving popular with travellers from many different countries who see Kerala as the perfect destination for escaping the stresses and strains of everyday life.

What all are the drawbacks that you see for Kerala as a tourist destination?

Kerala is most definitely one of the top get-away destinations in the world. The only area that Kerala needs to improve upon is on its tourism infrastructure, adding new hotels and other amenities for tourists, whilst carefully preserving the unspoilt and tranquil nature of the region.

What will be Emirates strategies for the State in the short-term?

Currently, Emirates operates 5 non-stop weekly flights from Kochi to Dubai, with convenient onward connections to destinations in Europe, Africa and North America.

Emirates is an innovative airline that is continually re-defining the quality of world class travel. With offers for senior citizens, students and now companions we intend to bring fresh perspectives to passengers who are looking to gain new experiences out of life.

The offers coupled with the warm and relaxed travelling experience, and the exclusive Emirates in-flight services guarantee the most pleasurable trip for the discerning traveller.

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