Markets in everything

Monsoon vacations. They are held in India, often Goa, during the rainy season.  "Come Feel the Rain" is the slogan.  The main customers?  Citizens from the United Arab Emirates (annual rainfall 120 millimeters).  They worry if they don't get enough rain during their vacation.  Here is a hotel ad.  Here is one colorful travel journal from such a vacation.  I like this bit: 

Let the rains plan
Don't force the pace. Meticulously planned tour itineraries can be reduced to paper-boats for your children to play with in muddy puddles. Let the monsoons dictate your schedule.

For more detail, see today's Wall Street Journal, front page, center column.