Ayurveda and tourism: Kerala model
Ayurveda offers treatment for many lifestyle diseases and is popularly known as effective healthcare system which helps keep a healthy body and balanced mind. The treatments are devoid of side effects and the treatment methods differ from patient to patient. It also takes into account the environmental factors such as climate and all these characteristics have made Ayurveda a much- coveted healthcare system in the country.
Kerala is known as a nourishing soil for Ayurveda among the international community. Studies have found that the visitors, especially foreigners who reach Gods Own Country, seldom go back without an Ayurvedic experience. The State has used this as one of its USPs to attract foreigners and no wonder kerala ayurveda tourism has brought in much revenue and many laurels to the State.
``Kerala is one of the States which could successfully convert one of its traditional healthcare elements to a commercially viable product in the international market. It is a known-fact that lakhs of foreigners come to Kerala every year, just to experience the Kerala Ayurveda. Yet the system has not shed many of its traditional elements and it still sticks to the principles set by the ancient texts, says Ravi Chandran, a sociology student, who is keen on following the tourism trends across the world. How successfully the State marketed Ayurveda and whether the system would be successful in retaining its traditional elements etc will surely be a topic of interest to the sociologists and Ayurvedic fraternity.