AYUSH and Ayurveda: The Business of Traditional Medicine
Wellness Tourism and Kerala
Ayurvedic treatment centres, especially in Kerala, attract domestic and international visitors seeking massage, detox and rejuvenation.
Wellness is a growing part of tourism.
The Kerala model
Kerala has built a reputation for authentic Ayurveda, with resorts and centres offering treatments such as panchakarma.
Visitors
Both Indian and foreign tourists come for longer stays, which spend more than a typical holiday.
AYUSH visa
India introduced a special visa category for travellers seeking traditional medicine treatment.
Quality
Because anyone can call a place an Ayurveda centre, certification helps visitors find reliable ones.
A visitor books a treatment programme at a resort, spending on lodging, food, therapy and local travel.
Standards vary widely.
- Kerala leads wellness tourism.
- Stays are long and valuable.
- A dedicated visa exists.
- Certification helps quality.
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